Reliant Community Federal Credit Union

What Reliant Community Federal Credit Union does

Reliant Community Federal Credit Union is a member-owned, not-for-profit cooperative financial institution headquartered in Sodus, New York, serving individuals, families, and small businesses across Monroe, Ontario, and Wayne counties. Founded in 1970 as the Wayne County Teachers Association Federal Credit Union to serve school district staff, the institution transitioned to a community charter in 2004 and rebranded to its current name in 2007. As of the latest reporting period, Reliant serves more than 47,000 members through nine branch locations, a CO-OP Shared Branch network for nationwide access, and a digital banking platform spanning web, iOS, and Android channels.

The product portfolio covers deposit products (checking, savings, certificates, HSA, youth and teen accounts), consumer lending (auto loans from 4.59% APR, mortgages, home equity lines and installment loans, home improvement loans, personal loans from 9.49% APR, recreational vehicle loans, and student loans), credit cards (Visa Platinum), and business banking (accounts, term loans, commercial real estate, business Visa credit cards up to $25,000, and payment processing via Heartland Payment Systems). The technology stack combines online banking with mobile check deposit, Zelle peer-to-peer transfers, Apple Pay/Google Pay/Samsung Pay mobile wallet support, free credit score monitoring via SavvyMoney on the VantageScore 3.0 model, a savings goals tracker, and a Skip-A-Payment loan deferral feature. The mobile app is delivered on a third-party IFS Banking platform rather than proprietary in-house technology, and core fraud protection is anchored by Visa Zero Liability and automated card alerts.

Reliant's revenue model is dominated by net interest income on its lending book, supplemented by fee income from overdraft protection, out-of-network ATM surcharges, skip-a-payment processing fees, and investment returns on its correspondent bank deposits. Affiliate referral income is generated through the TruStage insurance partnership (auto, home, life, AD&D) and Heartland Payment Systems merchant processing. The go-to-market approach is community-led: direct-to-consumer via branches and digital channels, layered with the Achieve@Work employer partnership program that enrolls employees of partner businesses as members. Marketing emphasizes community involvement — 230+ organizations sponsored in 2025, financial wellness presentations reaching 1,630 attendees, a referral program offering $250 to new referred members, and the Donald K. Rhine Scholarship program. The institution is privately held as a federal credit union cooperative with NCUA-insured deposits and does not publicly disclose revenue.

Name

Reliant Community Federal Credit Union

Legal name

Reliant Community Federal Credit Union

Website

https://reliantcu.com

Company type

Private

Founded year

1970

Operating status

Operating

Headcount range

101–250 employees

Short description

Reliant Community Federal Credit Union is a member-owned, not-for-profit cooperative financial institution serving 47,000+ members across Monroe, Ontario, and Wayne counties in New York through nine branches and digital banking, offering consumer deposit, lending, and small business services.

Ownership category

akta.pro rank

Product category

Retail Banking (Credit Union)

NAICS

Credit Unions (52213), Depository Credit Intermediation (5221)

SIC

Savings Institution, Federally Chartered (6035), Personal Credit Institutions (6141)

akta.pro primary industry

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

akta.pro secondary industry

Bank & Credit Union Personal Loans (Unsecured Installment) (FSAKAAAL)

Keywords

• Retail banking services
• Consumer lending products
• Mortgage and home equity loans
• Small business banking
• Credit union services

Headquarters

HQ city

Sodus

HQ country

United States

HQ region

North America

Offices9 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Interest Income from Lending: As a not-for-profit credit union, primary revenue comes from interest charged on loans including auto loans, mortgages, home equity, personal loans, and business loans. Interest rates vary by product type and creditworthiness.
2. Fee Income: Various fee-based services including overdraft protection, certain loan fees, skip-a-payment processing fees, and ATM fees for out-of-network usage.
3. Investment Income: Returns on investment portfolio from deposits held at correspondent banks and other investments.
4. Insurance Referrals: Partnership with TruStage for insurance products (auto, home, life, AD&D) generates referral income through member referrals.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels6 records

Core offering

Reliant Community Federal Credit Union is a member-owned, not-for-profit federal credit union providing personal and business banking products to members in Monroe, Ontario, and Wayne counties of New York State. Core offerings include checking and savings accounts, certificates, Visa credit and debit cards, auto loans (including a specialized First-Time Auto Buyer Program), mortgages, home equity loans, home improvement loans, recreational vehicle loans, personal loans, business accounts, business loans, business credit cards, and payment processing. Services include online and mobile banking with Zelle and mobile wallet support, investment services, insurance referrals through TruStage, and credit score monitoring via SavvyMoney/VantageScore.

Product overview

Reliant Community Federal Credit Union is a member-owned, not-for-profit community credit union offering a comprehensive suite of financial products and services primarily serving Monroe, Ontario, and Wayne counties in New York State. The portfolio consists of core banking products (checking, savings, certificates, credit cards), lending products (auto loans, mortgages, home equity, personal loans, recreational vehicle loans, student loans, business loans), and service offerings (online and mobile banking with Zelle and mobile wallet support for Apple Pay/Google Pay/Samsung Pay, investment services, insurance through TruStage, payment processing via Heartland, credit score monitoring via VantageScore/SavvyMoney, and fraud protection). Additional programs include Skip-A-Payment deferral plans, financial calculators, the Achieve@Work employer benefits program, and community initiatives such as scholarships, the Moore than a Race 5K fundraiser, and the Feet Forward sneaker donation program. The institution operates 10 branches and serves over 47,000 members.

Differentiator

Problem solved

Functional benefit

Products and services

• Checking Accounts
• Savings Accounts
• Certificates (Share Certificates)
• Youth Accounts
• Health Savings Account (HSA)
• Visa Platinum Credit Card
• Auto Loans
• Recreational Vehicle Loans
• Personal/Consumer Loans
• Mortgages / Home Loans
• Home Equity Loans and Lines of Credit
• Home Improvement Loans
• Student Loans
• Business Accounts
• Business Loans
• Business Credit Cards
• Payment Processing
• Online Banking
• Mobile Banking
• Mobile Wallet
• Investment Services
• Insurance Services
• Fraud and Identity Theft Protection

Quantifiable outcome

• $10,060,646 returned to members through auto loan refinancing savings
• +3 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature6 records

Partnerships

Six partnerships are on record, tiered core and minor.

• TruStage InsurancecoreGTM or Marketing PartnerPartnership with TruStage (part of 80+ year heritage serving credit union members) provides insurance products including auto, home, life, and accidental death & dismemberment insurance. Reliant members receive $1,000 no-cost AD&D coverage as an exclusive member benefit. TruStage offers comparison shopping for insurance with potential savings for members.
• Heartland Payment SystemscoreTechnology or IntegrationPartnership with Heartland Payment Systems enables Reliant to offer payment processing services to business members. Provides competitive credit and debit card processing rates with multiple payment acceptance methods. Heartland assists with free rate comparisons to help businesses lower their payment processing costs.
• Rochester Running CompanyminorStrategic or Co-development PartnerPartnership for the Feet Forward program, launched in 2016, which provides high-quality sneakers to elementary-aged children who could benefit. Rochester Running Company provides the sneakers that Reliant donates to local children in partnership with schools. 2,736 pairs donated since 2016.
• SCOREminorGTM or Marketing PartnerReliant is a proud sponsor of SCORE, a national volunteer organization of experienced business professionals offering free confidential counseling and low-cost educational programs for entrepreneurs and small business owners. SCORE helps new entrepreneurs and strengthens existing businesses in the greater Rochester area.
• PSCU Financial ServicescoreTechnology or IntegrationPSCU Financial Services is listed as an affiliate company, providing credit union service organization (CUSO) support including card processing and other financial services common to credit unions.
• Alloya Corporate Federal Credit UnioncoreTechnology or IntegrationAlloya Corporate Federal Credit Union is listed as an affiliate company providing correspondent banking and liquidity management services typical for credit unions.

Scale indicators9 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• ESL Federal Credit Union: Large federally chartered community credit union headquartered in Rochester, NY, serving the Greater Rochester area with deposit, lending, and digital banking products that directly overlap Reliant's Monroe County footprint and customer base.
• Fairport Savings Bank: Mutual savings bank serving the eastern Monroe County / Fairport area with deposit, mortgage, and consumer lending products — a like-kind community-focused deposit institution competing in Reliant's broader Rochester-region territory.
• Empower Federal Credit Union: Upstate New York community credit union (formerly Syracuse-based) offering personal and business banking, loans, and digital services to a similar upstate New York membership base with comparable cooperative structure.
• Visions Federal Credit Union: New York-based community credit union offering consumer deposits, lending, and digital banking across multiple counties; comparable member-owned cooperative model serving similar upstate New York demographics.
• Canandaigua National Bank & Trust: Community-focused commercial bank headquartered in Canandaigua, NY, directly serving Ontario and surrounding counties with personal and business banking, mortgage, and lending products that compete head-to-head with Reliant in its core service area.

Broad incumbents

• M&T Bank: Large regional commercial bank with dense branch and ATM coverage across upstate and western New York, including Monroe, Ontario, and Wayne counties, competing for the same deposit, lending, and digital customers but with significantly larger scale.

Emerging players

• Grow Financial Federal Credit Union: Community credit union offering full-service personal and business banking with a strong digital and member-experience orientation; comparable in product mix and member-owned cooperative model though serving a different geography (Tampa/Hillborough).

Regional players

• Lyons National Bank: Community bank headquartered in Wayne County, NY, directly overlapping Reliant's home county with consumer and business banking, mortgages, and deposit products competing for the same local customer base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCOUs27XScnUjXTt11Fe_XnA
• Facebookfacebook.com/reliantcommunity
• LinkedInlinkedin.com/company/reliant-community-federal-credit-union_3
• Instagraminstagram.com/reliantcu
• Xx.com/reliantcu

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

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 Reliant Community Federal Credit Union