Union Plus

What Union Plus does

Union Plus is a non-profit membership benefits platform operated by Union Privilege, a 501(c)-style entity affiliated with the AFL-CIO. Founded in 1986 and headquartered in Washington, D.C. (1100 First Street NE, Suite 850), it serves approximately 13 million working families who are dues-paying members of more than 60 affiliated international unions, as well as retired members and their dependents. The organization does not sell its own insurance or financial products; instead it functions as a benefits aggregator and referral channel that channels members into partner-provided offerings in exchange for affiliate/referral economics. Its volunteer board is chaired by AFL-CIO president Elizabeth H. Shuler, and staff are unionized under OPEIU Local 2.

The product surface is organized into eight benefit verticals: Money (Capital One-issued credit card, First National Bank of Omaha personal loans, Freedom Debt Relief debt settlement, ID Protection Plus, legal services at $22.95/month, credit counseling, student debt navigator), Insurance (auto, homeowners via MetLife, renters, life and accident plans underwritten by The Hartford, pet insurance via Pets Best), Health (dental discount plans launched December 2025 from $7.95/month, vision via VSP, hearing, Optum Perks prescription discount card accepted at 64,000+ pharmacies, medical bill negotiation via Health Advocate), Education (scholarships of $1,000–$4,000 plus degree pathways through Empire State University, Western Governors University, and Edvance), Travel (Avis, Budget, Hertz, Priceline, BenefitHub attractions), Hardship Help (disability grants, hospital grants, strike/lockout benefits administered through the AFL-CIO Mutual Benefit Plan), and Home & Auto (Wells Fargo mortgage, real estate rewards, auto buying, North American Van Lines moving discounts). Distribution is web-first at unionplus.org with SMS keyword enrollment (PLUS to 22555), email, and social channels; the union channel itself is the primary acquisition mechanism rather than paid marketing.

Revenue is generated almost entirely through affiliate referrals and revenue-share arrangements with financial institutions, insurers, and educational partners rather than member-paid fees (the dental discount and legal programs are the main paid subscriptions). Quantitative program outcomes disclosed include over $6.2 million in scholarships awarded since 1991, more than 25,000 personal loans issued, 64,000+ pharmacy access points, and 4,400+ scholarship recipient families. No external investors, funding rounds, or M&A activity are associated with the organization; ownership and governance sit entirely within the labor movement.

Name

Union Plus

Legal name

Union Privilege

Website

https://unionplus.org

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

11–50 employees

Short description

Union Plus is a non-profit benefits platform operated by Union Privilege under the AFL-CIO, serving roughly 13 million union-member families with discounts on financial products, insurance, healthcare, education, and travel delivered through partner referrals.

Ownership category

akta.pro rank

Product category

Union Member Benefits Programs

NAICS

Labor Unions and Similar Labor Organizations (813930)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Union / Association / Affinity Vision Plans (HLAEAJAK)

Keywords

• Union member benefits
• Member discount programs
• Hardship assistance programs
• Union scholarship programs
• Group insurance benefits

Headquarters

HQ city

Washington

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D

Revenue model

1. Membership Program Fees: Union Plus operates as a membership benefit program for union members. Revenue is generated through partnerships and referral arrangements with financial institutions, insurance providers, and service companies where union members access discounted products and services.
2. Educational Services Revenue Share: Partnerships with educational institutions (Empire State University, Western Governors University, Edvance) where Union Plus members receive tuition discounts, generating revenue through institutional partnerships.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Union Plus, operated by Union Privilege, provides exclusive discounted financial products, insurance, healthcare services, education benefits, travel deals, and hardship assistance exclusively to labor union members, retirees, and their families. The offering is delivered through negotiated partnerships with providers such as Capital One (credit cards), The Hartford (life and accident insurance), Pets Best (pet insurance), Optum Perks (prescription discounts), Wells Fargo (mortgages), and Western Governors University and Empire State University (education). Members access benefits through the unionplus.org website, partner platforms, and union distribution channels.

Product overview

Union Plus is a comprehensive member benefits platform for labor union members and their families, offering a wide portfolio of discounts, financial products, insurance, and services. The platform operates as a benefits aggregator with offerings organized into categories: Money (credit cards, personal loans, debt management, ID protection, legal services), Home & Auto (mortgages, auto buying, real estate rewards, moving discounts), Shopping & Discounts (AT&T discounts, cash back shopping, restaurants, entertainment), Insurance (auto, home, renters, life, accident, pet health), Health (dental, vision, hearing, prescriptions, medical bill negotiating), Education (college degrees, certificates, scholarships), Travel (car rentals, hotels, attractions), and Hardship Help (disability grants, hospital grants, strike benefits). Most products are powered through strategic partnerships with third-party providers including Capital One (credit cards), The Hartford (life/accident insurance), Pets Best (pet insurance), Optum Perks (prescriptions), Health Advocate (medical bill negotiating), and Wells Fargo (mortgages). The platform does not operate as a single unified software product but rather as a membership-based portal providing access to negotiated rates and exclusive savings across these benefit categories.

Differentiator

Problem solved

Functional benefit

Products and services

• Union Plus Credit Card A credit card program issued by Capital One N.A. that offers union members competitive rates and benefits including hardship assistance for job loss, disability, and high hospital bills.
• Union Plus Personal Loan A personal loan product provided by First National Bank of Omaha that helps union members take control of debt, with over 25,000 loans issued to working union families.
• Debt Settlement Program A debt settlement program partnered with Freedom Debt Relief to help union members eliminate debt quickly.
• IDProtection Plus Identity protection service offering up to 50% savings for union members on intelligent digital safety.
• Legal Program Legal protection program with two levels of savings: a prepaid legal plan with full coverage or access to a discounted legal plan, priced at $22.95/month.
• Union Plus Auto Insurance Auto insurance program offering group discounts through major insurance providers, potentially saving members hundreds of dollars.
• Union Plus Homeowners Insurance Homeowners insurance through MetLife Auto & Home with special savings and benefits for union members.
• Union Plus Renters Insurance Renters insurance protecting belongings against fire and theft for union members.
• Union Plus Life Insurance Life insurance plans underwritten by Hartford Life and Accident Insurance Company, including Term-to-70 and Guaranteed Issue Senior Term Life plans to protect union families.
• Union Plus Accident Insurance Accident insurance plans including Accidental Death, Accident Disability, Travel Accident, and Hospital Indemnity coverage underwritten by The Hartford.
• Union Plus Pet Health Insurance Pet insurance powered by Pets Best offering up to 90% reimbursement on eligible vet bills with up to 12% union member discount on premiums.
• Union Plus Dental Discount Plans Two dental discount plans starting at $7.95 per month providing savings of up to 60% on dental care services across a nationwide network.
• Union Plus Vision Plans Vision insurance with two levels of coverage offering lower out-of-pocket costs, plus a free discount vision plan option through VSP Individual Vision Plans.
• Union Plus Hearing Benefits Hearing benefits providing an average of 66% savings on premium hearing aids, plus free hearing exams and follow-up care.
• Union Plus Prescription Discount Card Free prescription discount card offering savings up to 80% on brand name and generic medications, accepted at over 64,000 pharmacies nationwide.
• Union Plus Travel Benefits Travel benefits including car rental discounts (up to 35% with Avis, Budget, Hertz), hotel savings (up to 50%), and vacation tours.
• Union Plus Attractions & Tours Discounts on theme parks, water parks, and tourist attractions including Disney, Six Flags, Universal Studios, SeaWorld, and more through BenefitHub.
• Union Plus College Program Online education program offering associate, bachelor's, graduate degrees, and certificates through partnerships with Empire State University, Western Governors University, and Edvance.
• Union Plus Scholarship Program Scholarship program awarding $250,000 annually to union members, spouses, and dependents attending U.S. accredited colleges, with awards ranging from $1,000 to $4,000.
• Union Plus Hardship Help Benefits Financial assistance for union members facing job insecurity or natural disasters, including strike benefits, layoff assistance, and disaster relief grants.
• Union Plus Disability Grant $2,700 grant for Union Plus Credit Card holders who have been unemployed for at least 45 days due to illness or disability and lost 25% or more of monthly income.
• Union Plus Hospital Grant $1,200 grant for credit cardholders or mortgage/insurance participants to assist with large out-of-pocket hospital expenses.
• Union Plus Medical Bill Negotiating Service Free assistance through Health Advocate negotiating large out-of-pocket medical bills to lower costs and establish payment plans.
• Union Plus Mortgage Program Mortgage program through Wells Fargo offering exclusive benefits for union families, including payment assistance when not working.
• Union Plus Real Estate Rewards Cash rewards program providing money back after closing for union members buying or selling homes through the program, including up to 25% of the realtor's commission.
• Union Plus Auto Buying Service Auto purchasing service helping union members save time and money when buying new or used vehicles.
• Union Plus Credit Counseling Free confidential budget and credit counseling with trained advisors and fee waivers for union members.
• Student Debt Navigator Resource helping union members optimize student loans, reduce repayment plans, and explore loan forgiveness programs.
• Union Plus Retired Member Health Insurance Recommendations for Medicare Supplement, Medicare Advantage, and Prescription Drug plans for retired union members.

Quantifiable outcome

• Over $6.2 million in scholarships awarded to more than 4,400 union families since 1991
• +4 more outcomes

Named customers3 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

14 partnerships are on record, tiered minor and core.

• Freedom Debt ReliefminorStrategic or Co-development PartnerPartnership to offer debt settlement program designed to help union members liberate themselves from debt as quickly as possible.
• BenefitHubcoreTechnology or IntegrationPlatform partner for Union Plus Attractions & Tours discounts. Union members register or log in through BenefitHub to access discounted tickets to theme parks, attractions, and tours.
• Optum PerkscoreTechnology or IntegrationProvides prescription discount card service for Union Plus members. Offers savings up to 80% at 64,000+ pharmacies nationwide.
• Pets BestcoreChannel Partner/ Reseller/ DistributorPet health insurance provider offering up to 90% reimbursement on vet bills for union members with up to 12% union member discount.
• The HartfordcoreChannel Partner/ Reseller/ DistributorUnderwriter of Union Plus Life and Accident Insurance Plans, including Term-to-70 Life Insurance, Guaranteed Issue Senior Term Life Insurance, and various accident coverage options.
• Western Governors UniversitycoreChannel Partner/ Reseller/ DistributorEducation partner offering 5% tuition discount and scholarships for union members and families through the Union Plus College Program.
• Empire State UniversitycoreChannel Partner/ Reseller/ DistributorEducation partner offering $250/credit hour union family tuition rate and waived prior learning assessment fee for union members, retirees, and dependents.
• EdvanceminorChannel Partner/ Reseller/ DistributorEducation marketplace partner offering negotiated tuition discounts up to 40% off at accredited schools and programs. Starting at $164.50/credit hour.
• AvisminorChannel Partner/ Reseller/ DistributorCar rental partner offering up to 35% off for union members. AWD# B723700.
• BudgetminorChannel Partner/ Reseller/ DistributorCar rental partner offering discounts for union members. BCD# V816100.
• HertzminorChannel Partner/ Reseller/ DistributorCar rental and truck rental partner offering up to 25% savings for union members. CDP# 205666.
• Wells FargocoreStrategic or Co-development PartnerMortgage program partner offering exclusive home financing benefits for union families through Wells Fargo Home Mortgage.
• North American Van LinesminorChannel Partner/ Reseller/ DistributorMoving partner offering professional moving discounts for union families.
• AFL-CIO Mutual Benefit PlancoreStrategic or Co-development PartnerProvides and administers hardship assistance grants including hospital grants, disability grants, and strike/lockout benefits for eligible union members.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• USAA: USAA is a member-owned affinity financial services organization serving military families, offering banking, insurance, and investment products. It is directly comparable to Union Plus's union-affiliated, membership-restricted benefit delivery model, especially around insurance and personal loans.
• AAA (American Automobile Association): AAA is a federation of motor clubs providing member benefits including roadside assistance, insurance, travel discounts, and financial services. It mirrors Union Plus's model of distributing partner-negotiated benefits (especially travel and insurance) to a defined membership base through local chapters.
• Working Advantage: Working Advantage is an employee discount platform that aggregates deals on travel, entertainment, and consumer goods for corporate employees. It is a direct functional peer to Union Plus's discount/benefits aggregator, with the key difference being workplace-based vs. union-based membership.
• Tickets at Work: Tickets at Work provides discounted entertainment, travel, and consumer products to employees through employer partnerships. Its business model and category mix (especially attractions and travel) directly overlaps with Union Plus's travel and entertainment benefits.
• AARP: AARP is the largest affinity-based membership benefits organization in the US, offering insurance, financial services, discounts, and advocacy to members over 50. Like Union Plus, it aggregates partner-provided benefits under a single membership brand tied to a defined demographic group.

Emerging players

• BenefitHub: BenefitHub is an employee perks platform that also serves as Union Plus's technology partner for attractions and tours. It is both a collaborator and a direct competitor in the discount-aggregation space.
• New Benefits (Telus Health): New Benefits, now part of Telus Health, is a voluntary benefits and discount marketplace provider serving employer groups, insurers, and associations. It is comparable to Union Plus in delivering non-insurance lifestyle benefits through aggregator partnerships.
• Navy Federal Credit Union: Navy Federal serves a defined affinity group (military) with deposit, lending, and insurance products, similar to how Union Plus serves union members via partner-led financial products. Both rely on group affiliation rather than geography for customer acquisition.

Broad incumbents

• Costco Membership: Costco's paid-membership model delivers exclusive discounts across insurance, travel, and consumer services to members — a broader commercial analog to Union Plus's union-membership-based discount and benefits aggregation model.
• Credit Union National Association (CUNA Mutual): CUNA Mutual is a broad incumbent providing insurance, lending, and investment products to the credit-union ecosystem, comparable to how Union Plus provides member-benefit products to the union ecosystem. Both serve defined affinity groups through cooperative structures.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/unionplus
• YouTubeyoutube.com/user/UnionPlusBenefits
• Facebookfacebook.com/unionplus
• LinkedInlinkedin.com/company/unionplus
• Instagraminstagram.com/unionplus

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Union Plus