Alliance Credit Union

What Alliance Credit Union does

Alliance Credit Union (legal name ALLIANCE Credit Union) is a member-owned, not-for-profit financial cooperative founded in 1940 and headquartered at 6219 Spur 327, Lubbock, Texas. It operates as a state-chartered credit union under the Texas Credit Union Department, serving consumers and small businesses across 43 Texas counties through more than 15 physical branches spanning Lubbock, Amarillo, Big Spring, San Antonio (including UTSA, Boerne, Braun, and Louis Pasteur locations), and Fort Worth (Polaris and Golden Triangle), plus a Legacy UTX legacy credit-union integration. Its product set covers the full consumer and small-business banking spectrum: checking accounts (ALLIANCE Checking, Revive Checking), savings products (Liquid Asset, Money Market, Certificates, IRA, Junior Certificates), a deep auto-loan franchise with dealer services, vacation/student/parent loans, a comprehensive mortgage suite (Conventional, Construction, FHA, H.O.M.E. 100, Self-Employed, USDA, VA, HELOC, Second Lien), Visa credit cards, commercial checking and commercial loans, and member-program add-ons such as the Bits of Stock™ fractional-equity rewards, STAR Program, Skip-a-Pay, and Gift Cards.

The technology platform rests on standard digital banking rails — online banking, iOS/Android mobile applications, and payment integrations (Paylink/PayTrace, Blue Sage for mortgages, BKIConnect for mortgage servicing) — overlaid with the differentiating ALLIANCE Express Interactive Teller Machines (ITMs) that provide 24/7 self-service and live-teller-assisted banking during extended hours. The recently launched Bits of Stock™ rewards layer (September 2025) connects debit-card spend to fractional equity rewards, an uncommon feature for community credit unions. Membership eligibility is defined by residence, employment, worship, or association membership within the 43-county field of membership, with additional pathways via the Cornerstone Credit Union Foundation and Friends of the Lubbock Library partnerships.

The business model is a classic credit-union net-interest-spread franchise. Revenue is generated primarily from interest income on consumer and commercial loans (auto, mortgage, personal, home equity, commercial), supplemented by deposit-spread income and transaction/fees (account fees, credit-card fees, banking service charges). The cooperative structure means profits are not distributed to external shareholders but reinvested into lower loan rates, higher deposit rates, and service expansion — a positioning the institution explicitly contrasts with for-profit bank competitors. Go-to-market is direct-to-consumer and direct-to-small-business through physical branches, digital channels, and community/educational marketing, with affinity partnerships and financial-education programs (including Zogo) used to widen the top of the acquisition funnel.

Name

Alliance Credit Union

Legal name

ALLIANCE Credit Union

Website

https://alliancecutx.com

Company type

Private

Founded year

1940

Operating status

Operating

Headcount range

101–250 employees

Short description

Alliance Credit Union is a Texas-based not-for-profit financial cooperative, founded in 1940 and headquartered in Lubbock, serving consumers and small businesses across 43 Texas counties through 15+ branches and offering checking, savings, auto loans, mortgages, credit cards, and commercial banking products.

Ownership category

akta.pro rank

Product category

Credit Union Banking

NAICS

Credit Unions (52213)

SIC

Personal Credit Institutions (6141)

akta.pro primary industry

Community Credit Unions (Retail/Consumer Focus) (FSABAEAA)

akta.pro secondary industries

Cooperative Banks (Member-Owned Commercial/Retail) (FSABAEAF), Bank & Credit Union Personal Loans (Unsecured Installment) (FSAKAAAL)

Keywords

• Consumer banking services
• Mortgage lending
• Auto loan financing
• Credit union membership
• Commercial lending

Headquarters

HQ city

Lubbock

HQ country

United States

HQ region

North America

Offices17 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Interest Income on Loans: Revenue generated from interest charged on consumer loans including auto loans, mortgages, personal loans, home equity loans, and commercial loans.
2. Deposit Interest Revenue: Revenue generated from the spread between interest paid on deposits and interest earned on loans and investments.
3. Fee-based Services: Revenue from account fees, transaction fees, credit card services, and other banking service charges.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Alliance Credit Union is a not-for-profit financial cooperative that provides consumer and commercial banking products to members across 43 Texas counties. Core offerings include checking accounts, savings products, certificates, IRAs, auto loans, mortgages, personal loans, credit cards, and commercial lending. Members access services through 15+ physical branches, online banking, a mobile app, and ALLIANCE Express Interactive Teller Machines available 24/7.

Product overview

Alliance Credit Union is a not-for-profit financial cooperative offering a comprehensive suite of consumer and commercial banking products. The core offerings include multiple checking accounts (ALLIANCE Checking, Revive Checking), savings products (Liquid Asset, Money Market, Certificates, IRA, Junior Certificates), auto loans with dealer services, vacation and student loans, and a full range of mortgage products including Conventional, Construction, FHA, H.O.M.E. 100, Self-Employed Home Loans, USDA, VA, HELOC, and Second Lien options. The credit union also offers credit cards (Visa Advantage, Visa Secured), commercial banking services, and unique member programs such as Bits of Stock™ (fractional stock rewards), STAR Program, Skip-a-Pay, and Gift Cards. Banking access is provided through branch locations, online banking, mobile app, and ALLIANCE Express ITMs (Interactive Teller Machines) available 24/7.

Differentiator

Problem solved

Functional benefit

Brands

• Bits of Stock™: A secure, free mobile platform that enables users to earn fractional shares of stock as rewards for everyday debit card purchases. Every swipe turns a percentage of purchases into stock rewards that can be redeemed once a threshold is met.
• STAR Program
• Zogo Community

Products and services

• ALLIANCE Checking Primary checking account with debit card access and Bits of Stock rewards integration, designed for everyday consumer banking transactions.
• Revive Checking Checking account designed for members rebuilding their banking relationship.
• Liquid Asset Savings Savings account offering immediate access to funds with competitive interest rates.
• Money Market Savings product with tiered interest rates based on balance levels.
• Certificates Term deposit accounts offering fixed interest rates for specified time periods.
• IRA Individual Retirement Account providing tax-advantaged retirement savings.
• Junior Certificates Certificate accounts designed for minor members.
• Auto Loan Vehicle financing for new and used automobiles, with Auto Lot, Vehicle Finder, and Vehicle Protection options.
• Vacation Loan Personal loan for financing vacation and travel expenses.
• Student Loan Education financing for college students.
• Parent Loan Loan product for parents financing their student's education.
• Home Loans (Mortgage Center) Full suite of mortgage products including Conventional, Construction, FHA, H.O.M.E. 100, Self-Employed Home Loans, USDA, VA, HELOC, and Second Lien options.
• Credit Cards Credit card products including Visa Advantage (rewards card) and Visa Secured (for building or rebuilding credit).
• Bits of Stock Rewards Program Fractional stock rewards program linked to ALLIANCE Checking debit card purchases, enabling members to earn shares of stock as cash-back-style rewards.
• Commercial Checking Business checking account designed for commercial members.
• Commercial Loans Business lending products including renovation loans for commercial borrowers.
• Auto Loan Refinancing Auto loan refinancing to potentially lower interest rates or monthly payments.
• Home Loan Refinancing Mortgage refinancing to lower rate or change loan terms.
• Student Loan Refinancing Student loan refinancing to consolidate or lower payment obligations.
• STAR Program Member benefits and rewards program offered to credit union members.
• Gift Cards Prepaid gift cards available for purchase.

Quantifiable outcome

• Every dollar of profit goes back into the credit union to grow and provide superior services to members

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Cornerstone Credit Union FoundationcoreStrategic or Co-development PartnerAlliance Credit Union partners with the Cornerstone Credit Union Foundation, allowing members of the foundation to automatically qualify for credit union membership.
• Friends of the Lubbock LibrarycoreStrategic or Co-development PartnerPartnership allows members of the Friends of the Lubbock Library organization to automatically qualify for Alliance Credit Union membership. New members may have first-year dues covered.
• ZogominorStrategic or Co-development PartnerPartnership providing gamified financial education app to Texas communities through Zogo's platform, allowing members to earn rewards (Pineapples) while learning about finances.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Security Service Federal Credit Union: Texas-headquartered credit union serving members through branch and digital channels with full personal and commercial banking products; directly comparable cooperative institution with similar geographic footprint.
• Firstmark Credit Union: Texas-based credit union offering consumer banking, lending and member services to qualifying fields of membership; directly comparable credit union with consumer/commercial product overlap.
• VeraBank: Texas community bank serving Central/West Texas including markets overlapping Alliance's Lubbock-centered footprint; offers consumer and commercial banking comparable to Alliance's product mix.
• Broadway Bank: San Antonio-based community bank operating in one of Alliance's key Texas markets, offering consumer and commercial banking products; regionally directly comparable in San Antonio footprint and member/customer model.
• Randolph-Brooks Federal Credit Union (RBFCU): One of the largest credit unions in Texas offering consumer and commercial banking across the state with similar field-of-membership structure; comparable on community credit union model and Texas-centric operations.
• Texas Dow Credit Union: Texas-based community credit union offering consumer and commercial banking products to residents and employees in qualifying Texas geographies — directly comparable in charter type, product mix and member eligibility model.

Broad incumbents

• Frost Bank: Major Texas-based commercial bank offering consumer and commercial banking across the same 43-county geographies Alliance serves; broader incumbent competitor with full banking capabilities competing for the same Texas households and SMBs.
• PenFed (Pentagon Federal Credit Union): Large national credit union offering consumer banking, mortgages, auto loans and credit cards similar to Alliance's core product suite; comparable on credit union charter and product breadth, though broader geographic reach.
• Navy Federal Credit Union: Largest U.S. credit union offering full consumer and commercial banking products with strong digital channel capability; relevant broad-incumbent peer demonstrating scaling playbook for an affinity-based charter.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/AllianceCUTX
• YouTubeyoutube.com/@alliancecutx
• Facebookfacebook.com/alliancecutx
• LinkedInlinkedin.com/company/alliance-credit-union-texas/posts/?feedView=all
• Instagraminstagram.com/alliancecu
• TikToktiktok.com/@alliancecutx

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 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 Alliance Credit Union