Community First Credit Union of Florida

What Community First Credit Union of Florida does

Community First Credit Union of Florida is a state-chartered, member-owned cooperative financial institution headquartered in Jacksonville, Florida, operating over 25 branches across the Jacksonville metro area and serving members across 17 Florida counties. Founded in 1935 and federally insured by the NCUA, the institution offers a full-service consumer and business banking platform including checking and savings accounts, CDs, money market accounts, IRAs, mortgages, home equity products, auto loans, personal loans, and a tiered Visa credit card suite (Signature, Platinum Rewards, Secured, and standard Platinum), complemented by investment advisory services and insurance through a TruStage partnership. Its membership is accessible to residents, workers, and students in eligible Florida counties and via select employer groups including Brooks Rehabilitation, Miller Electric Company, and Web.com.

The credit union generates revenue primarily through net interest income (the spread between loan yields and deposit costs), supplemented by fee-based income (overdraft, ATM, wire, account maintenance), credit card interchange and revolving-balance interest, and wealth management fees. Distribution spans physical branches, a digital online banking platform, iOS and Android mobile apps with mobile deposits and FedNow/Zelle real-time payments, and access to 85,000+ fee-free ATMs nationwide. Technology integrations include Apple Pay, Google Pay, Samsung Pay digital wallets, Google Analytics on the website, and device-feature access (camera, location, contacts, microphone) within the mobile app.

The institution is in an active growth phase: it announced a definitive agreement to acquire First Southern Bank (expected mid-2026 close) that will expand assets to approximately $3.3 billion and add Georgia to its geographic footprint. Since 2022, it has opened or announced 8 new branches, including a property purchase in Fernandina Beach. The credit union also made a strategic investment in Digital Align's DASO CUSO to deploy AI-based automation agents across operations. Leadership transitioned in 2024 with D. Samuel Inman becoming the seventh CEO following John Hirabayashi's retirement, alongside a refresh of C-suite and lending leadership. Community engagement is a defining go-to-market lever, anchored by the CARES Foundation, presenting sponsorships of the Seawalk Music Festival and Jacksonville Zoo events, and partnerships with Blue Zones Project, HabiJax ($2 million commitment), First Coast YMCA, and the Jacksonville Icemen.

Name

Community First Credit Union of Florida

Legal name

Community First Credit Union of Florida

Website

https://communityfirstfl.org

Company type

Private

Founded year

1935

Operating status

Operating

Headcount range

251–500 employees

Short description

Community First Credit Union of Florida is a member-owned, NCUA-insured credit union headquartered in Jacksonville, Florida, serving consumers and small businesses across 17 Florida counties through 25+ branches, digital and mobile banking, and a full suite of deposit, lending, credit card, and wealth products.

Ownership category

akta.pro rank

Product category

Retail Banking

NAICS

Credit Unions (52213), Credit Unions (522130), Credit Card Issuing (52221)

SIC

Personal Credit Institutions (6141)

akta.pro primary industry

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

Keywords

• Retail banking services
• Consumer lending
• Commercial lending
• Credit union services
• Wealth management

Headquarters

HQ city

Jacksonville

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Net Interest Income: Interest income from loans (mortgages, auto loans, personal loans, credit cards, commercial loans) minus interest paid on deposits (checking, savings, CDs, IRAs, money market accounts). Primary revenue driver for credit unions.
2. Fee-based Income: Overdraft fees, ATM fees, wire transfer fees, account maintenance fees, and other service charges on consumer and business accounts.
3. Credit Card Operations: Revenue from credit card interchange fees, interest charges on revolving balances, and the CURewards program.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Community First Credit Union of Florida is a state-chartered, member-owned credit union providing personal and business banking products, including checking and savings accounts, certificates of deposit, IRAs, mortgages, home equity, auto loans, personal loans, credit cards, student banking, and investment/wealth advisory services. It also delivers digital banking via online and mobile platforms and offers treasury management services to small and medium businesses.

Product overview

Community First Credit Union of Florida offers a comprehensive banking platform with a unified product architecture combining core banking services, digital platforms, and value-added modules. The core banking products include personal and business checking/savings accounts, various loan products (mortgages, home equity, auto loans, personal loans, and commercial lending), credit cards (Visa Signature, Platinum Rewards, and Secured variants), and investment services. These are delivered through the Online Banking and Business Online Banking digital platforms, which provide mobile deposits, eStatements, account alerts, and digital wallet integration. Value-added modules include the moveUP Financial Wellness Program, CU Rewards program (with travel, merchandise, and gift card redemption), TruStage Insurance products, FedNow real-time payments, and Zelle peer-to-peer payments. The institution serves members across 17 Florida counties through 23 physical branch locations and digital channels.

Differentiator

Problem solved

Functional benefit

Brands

• Cares Foundation: Charitable foundation focused on community giving, outreach programs, and educational initiatives
• CURewards
• moveUP Financial Wellness

Products and services

• Advantage Checking Personal checking account with no monthly maintenance fees and early direct deposit access up to 2 days early, for individual members seeking everyday banking.
• SureBalance Checking Personal checking account featuring a clarity statement that provides detailed account transparency, for members wanting clearer insight into their finances.
• Certificates of Deposit (CDs) Savings certificates with fixed terms and competitive rates for members seeking guaranteed returns.
• Money Market Accounts Savings accounts offering competitive rates with limited check-writing privileges for higher balances.
• IRAs & 457s Tax-advantaged retirement savings accounts including Traditional IRA, Roth IRA, and 457 deferred compensation plans for individual retirement planning.
• Mortgages Home mortgage loans with competitive low rates, no closing costs, and options including first-time home buyer loans and refinancing for individual home buyers.
• Home Equity Options Home equity loans and lines of credit allowing members to borrow against their home's equity for renovations or other expenses.
• Auto Loans Vehicle financing for new and used automobiles with low rates, fast decisions, and up to 90 days before first payment.
• Personal Loans Unsecured loans for debt consolidation, home improvements, vacations, and other personal financial needs.
• Visa Signature Credit Card Credit card offering unlimited 1.5% cash back on all purchases with Visa Signature benefits and protections.
• Visa Platinum Rewards Card Credit card with reward points earning potential and comprehensive cardholder benefits.
• Visa Platinum Rewards Secured Card Secured credit card designed for members building or rebuilding credit, requiring a security deposit.
• Visa Platinum Credit Card Standard credit card with competitive rates and basic cardholder benefits.
• Student Banking Banking products for youth (under 13), teens (13-17), college students, and UNF students with age-appropriate features and no fees.
• Investment Services Wealth management and investment advisory services through certified advisors including retirement planning, portfolio management, and financial planning.
• Online Banking Digital banking platform providing members access to accounts, mobile deposits, eStatements, account alerts, digital wallet integration, and credit card tools.
• Business Checking Business deposit account designed for business owners with features tailored to business banking needs.
• Business Savings Business savings accounts including special purpose savings and business money market accounts with competitive rates.
• Business Loans Commercial lending products including lines of credit, commercial real estate loans, business auto loans, and equipment loans for local businesses.
• Business Credit Cards Credit cards designed for business use with expense management features and rewards programs.
• Treasury Management Services Cash management and treasury services for businesses including payment processing, collections, and liquidity management.
• Business Online Banking Digital banking platform specifically designed for business account management, reporting, and transaction processing.

Quantifiable outcome

• Direct deposit up to 2 days earlier than traditional banks
• +3 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability3 records

Feature4 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• First Southern BankcoreOthers · 18 November 2025Community First Credit Union announced a definitive agreement to acquire substantially all assets of First Southern Bank. The transaction, expected to complete in mid-2026 subject to regulatory approval, will expand Community First's assets to approximately $3.3 billion and strengthen its presence in Florida and Georgia.
• Digital Align / DASO (Credit Union Service Organization)coreStrategic or Co-development Partner · 22 October 2025Community First Credit Union made a strategic investment in Digital Align's CUSO (DASO) to enhance its digital automation platform for credit unions. This partnership aims to accelerate adoption of role-based Automation Intelligence Agents to improve operational efficiency and member service. The collaboration emphasizes developing automation solutions that complement human roles within credit unions.
• HabiJaxminorGTM or Marketing Partner$2 million commitment from Community First with new partnership to support Habitat for Humanity Jacksonville's affordable housing mission.
• Penny Post Credit UnionminorStrategic or Co-development PartnerInternational partnership formed to strengthen the credit union movement through collaboration.
• Jacksonville IcemenminorGTM or Marketing PartnerExpanded partnership with the Jacksonville Icemen hockey team, including jersey sponsorship, community events, and the Community First Hockey League.
• Blue Zones Project JacksonvilleminorGTM or Marketing PartnerCommunity First joined Blue Zones Project as a Financial Well-Being Partner supporting community health and wellness initiatives.
• First Coast YMCAminorGTM or Marketing PartnerPartnership with First Coast YMCA and Community First CARES Foundation to strengthen educational programs on financial wellness.
• Jacksonville Zoo and Botanical GardensminorGTM or Marketing PartnerPresenting sponsor of Colors of the Wild event at Jacksonville Zoo.
• Florida TheatreminorGTM or Marketing PartnerSeason sponsor of Florida Theatre performances.
• Brooks RehabilitationcoreChannel Partner/ Reseller/ DistributorSelect Employer Group partner - employees of Brooks Rehabilitation are eligible for Community First Credit Union membership.
• Miller Electric CompanycoreChannel Partner/ Reseller/ DistributorSelect Employer Group partner - employees of Miller Electric Company are eligible for Community First Credit Union membership.
• Web.comcoreChannel Partner/ Reseller/ DistributorSelect Employer Group partner - employees of Web.com are eligible for Community First Credit Union membership.

Scale indicators5 records

Recent moves8 records

Expansion highlights6 records

Emerging players

• Discover Financial Services: Direct-to-consumer credit card issuer and digital banking provider that competes with Community First's credit card products (Visa Signature cash-back card) and deposit gathering, primarily through digital channels without physical branches.
• Ally Bank: Digital-first bank competing directly for the same deposits, consumer loans, and credit card relationships that Community First serves, but without a branch network. Represents the structural competitive threat to traditional community credit unions.

Direct peers

• Suncoast Credit Union: Florida-based credit union (Tampa HQ) with similar full-service consumer and business banking offerings, branch network across the state, and community credit union positioning. Closely comparable on product mix and member-owned model.
• First Florida Credit Union: Florida-based community credit union serving similar member segments with comparable consumer banking, lending, and digital banking products. Directly comparable cooperative model and regional Florida focus.
• VyStar Credit Union: Jacksonville, FL-based credit union serving similar Northeast Florida communities with comparable consumer and business banking products, branch network, and member-owned cooperative model. Most direct geographic and product overlap.
• Grow Financial Federal Credit Union: Tampa-based federal credit union offering similar checking, savings, lending, and credit card products to members across Florida. Comparable community credit union model with statewide branch presence.
• Achieva Credit Union: Florida-based credit union with similar full-service consumer and commercial banking products, comparable branch network, and community-focused member-owned model operating in overlapping Florida markets.
• MIDFLORIDA Credit Union: Florida-based credit union headquartered in Lakeland with comparable consumer and business banking, lending, and digital banking products. Similar mid-size community credit union positioning and member base.

Broad incumbents

• Navy Federal Credit Union: Largest credit union in the United States, offering the same core consumer and business banking products at massive scale. Comparable product suite but operates nationally with a military-affinity membership field rather than geographic community focus.
• PenFed Credit Union: Large nationwide credit union with comparable consumer banking, lending, and credit card products. Similar member-owned structure but serves a national membership base rather than a defined Florida community.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/CommFirstCU
• Facebookfacebook.com/communityfirstcreditunion
• LinkedInlinkedin.com/company/community-first-credit-union

Compliance5 records

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&A1 record

Investments1 record

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

Frequently asked questions about Community First Credit Union of Florida