Amarillo Community Federal Credit Union

What Amarillo Community Federal Credit Union does

Amarillo Community Federal Credit Union (ACFCU) is a federally chartered, member-owned cooperative credit union headquartered in Amarillo, Texas, operating under a community charter approved in March 1998 that permits membership from any resident of Potter, Randall, and Gray counties in the Texas Panhandle. The institution traces its origins to 1945 as Amarillo U.S. Employees Federal Credit Union, originally serving Bureau of Reclamation government employees, and was rebranded to ACFCU in summer 2020. It runs five branches (four in Amarillo and one in Pampa) with 101–250 employees and is federally insured by the NCUA with supplemental Excess Share Insurance.

ACFCU delivers a full consumer banking stack across deposit products (Elite, Premier, and Better Checking tiers; Savings; Better Money Market; Certificates including No Penalty and Kidicate; Traditional and Roth IRAs), lending products (vehicle loans at 4.99% APR starting up to 84 months, recreational loans for RVs/boats/motorcycles, personal loans, lines of credit, mortgages, and home-equity loans from 6.49% APR), credit and debit cards (issued via Elan Financial Services and a Mastercard debit product), and ancillary services (Courtesy Pay overdraft up to $700, TruStage insurance referrals, One Digital Trust estate planning subscriptions, BaZing perks, and Zogo financial literacy). Its technology platform is entirely vendor-built: Fiserv CardHub powers the mobile banking app with card controls, mobile deposit, and credit-score monitoring; MeridianLink underwrites online loan applications; Zelle is embedded in bill pay; and Apple Pay, Google Pay, and Samsung Pay are supported. Video banking and a contact center provide human-assisted channels.

Revenue is generated through net interest income on the loan portfolio (the dominant stream), deposit account fees ($6/month on Premier and Better Checking unless waived, $25 overdraft items), interchange on credit and debit card transactions, referral commissions from TruStage insurance and BaZing perks, and subscription fees from One Digital Trust estate planning. ACFCU grows via a community-led motion anchored in geographic exclusivity, competitive loan and deposit rates, and bundled perks — without external equity, M&A activity, or expansion outside its three-county service area.

Name

Amarillo Community Federal Credit Union

Legal name

Amarillo Community Federal Credit Union

Website

https://acfcu.org

Company type

Private

Founded year

1945

Operating status

Operating

Headcount range

101–250 employees

Short description

ACFCU is a federally chartered, member-owned community credit union headquartered in Amarillo, Texas, serving Potter, Randall, and Gray counties with five branches and full consumer banking, lending, and digital services via Fiserv-powered mobile and online channels.

Ownership category

akta.pro rank

Product category

Retail Banking

NAICS

Credit Unions (52213), Credit Unions (522130)

SIC

Personal Credit Institutions (6141)

akta.pro primary industry

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

akta.pro secondary industry

General Purpose Credit Cards (FSAKABAA)

Keywords

• Community banking services
• Consumer loan products
• Deposit accounts
• Mortgage lending
• Credit union membership

Headquarters

HQ city

Amarillo

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Interest Income from Loans: ACFCU earns interest income from various loan products including vehicle loans, home loans/mortgages, personal loans, recreational loans, and lines of credit. This represents the primary revenue stream for the credit union.
2. Deposit Account Fees and Charges: Monthly maintenance fees on certain checking accounts (Premier Checking at $6/month, Better Checking at $6/month unless waived), overdraft fees ($25 per occurrence), and other service charges. Savings accounts require $5 minimum balance.
3. Credit Card Interchange: ACFCU offers credit cards through a partnership with Elan Financial Services. Revenue is generated through interchange fees on credit card transactions.
4. Insurance Referral Revenue: Partnership with TruStage for insurance products including auto/home insurance, life insurance, AD&D coverage, and credit insurance on loans. Revenue generated through referrals.
5. Estate Planning Subscriptions: Partnership with One Digital Trust (TruStage) for digital estate planning services. Subscription fee of $199/year for full access, renewable at $36/year.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels5 records

Core offering

Amarillo Community Federal Credit Union is a federally chartered, member-owned community credit union providing retail banking products and lending services to consumers in Potter, Randall, and Gray counties of the Texas Panhandle. Core offerings include consumer deposit products (checking, savings, money market, share certificates, IRAs), consumer lending (vehicle loans, recreational loans, personal loans, home mortgages, home equity loans), credit and debit cards, and digital banking channels (online banking, mobile app with card controls, Zelle person-to-person payments, and video banking).

Product overview

ACFCU operates as a community-chartered federal credit union offering a comprehensive suite of consumer banking products and services. The core platform encompasses deposit products (Checking, Savings, Money Market, Certificates, IRAs) and lending products (Vehicle, Recreational, Personal, Home/Mortgage loans), complemented by digital banking capabilities via Online Banking and Mobile Banking App. The product portfolio also includes credit and debit cards, peer-to-peer payment integration via Zelle, financial literacy tools through Zogo, insurance and identity protection services via TruStage, and estate planning through One Digital Trust. Checking accounts are offered in three tiers (Elite, Premier, Better) with varying fee structures and perks, while a tiered Rewards Program (Gold, Silver, Bronze) provides loan discounts and certificate premiums. The Mobile Banking App serves as the primary digital hub, incorporating card controls, remote deposit capture, and digital wallet support.

Differentiator

Problem solved

Functional benefit

Products and services

• Elite Checking Premium tiered checking account with a $500 minimum balance to waive the $6 monthly maintenance fee; includes BaZing perks such as roadside assistance up to $80, cell phone protection up to $400 per claim, identity theft protection with $2,500 reimbursement, accidental death travel coverage, and competitive interest rates. Designed for higher-balance consumer members seeking robust perks.
• Premier Checking Mid-tier checking account at $6 per month that bundles BaZing rewards including cell phone protection, roadside assistance, identity theft protection, and health savings card discounts. Targeted at cell phone users and value-driven shoppers within the membership.
• Better Checking Entry-level checking account that is free with 5 or more debit card transactions per month, otherwise $6 per month, providing basic transactional banking with limited perks for cost-sensitive members.
• Savings Account Regular share savings account requiring a $5 minimum balance to establish credit union membership, with quarterly dividends paid on balances of $50 or more at roughly 0.35% APY; serves as the foundational membership account for every member.
• Better Money Market Money market savings account with a $2,500 minimum balance, current APY approximately 0.75%, monthly dividends, and up to 3 checks and 3 withdrawals or transfers per month; designed for members seeking higher yields on liquid balances.
• Special Savings Goal-oriented savings account encouraging members to save from regular paychecks toward specific financial objectives, complementing the regular savings account.
• Certificates (Share Certificates) Term share certificates ranging from 6 to 60 months with a $1,000 minimum; current APYs include 6-month at 3.29%, 12-month at 2.96%, 24-month at 2.32%, 36-month at 2.38%, 48-month at 2.43%, 60-month at 2.48%, plus a Kidicate 24-month youth certificate at 2.62% APY with $100 minimum. Also includes No Penalty Certificate options with $5,000 minimum.
• IRAs (Traditional and Roth) Individual Retirement Accounts available as IRA savings or IRA certificates, with potential tax-deductible contributions and tax-deferred growth, supporting long-term retirement savings for members.
• Vehicle Loans Auto loans for new and used vehicles with rates starting at 4.99% APR up to 72 months and 5.99% APR up to 84 months, plus 7.99% APR up to 96 months for A-tier members on new vehicles; 100% financing available for qualified members with optional GAP and mechanical warranty protection add-ons.
• Recreational Loans Loans for new and used boats, RVs, motor homes, travel trailers, camping trailers, and motorcycles at 6.99% APR, with financing for new recreational units at 9.99% APR; targeted at lifestyle and leisure vehicle buyers in the service area.
• Personal Loans Unsecured personal loans at 13.45% APR up to 60 months, lines of credit up to $25,000 at 13.70% APR, and Gold Star loans at 14.20% APR up to 48 months, providing members with non-collateralized borrowing for general purposes.
• Home Loans (Mortgages) Mortgage lending for home purchases and refinancing, including 30-year and 15-year real estate loan options, with in-house processing and named home loan officers (Diana Nebhut, Gabriel Martinez) under VP Lee Robinson and Mortgage Support Specialist Stephanie Bowery; applications processed via the MeridianLink online platform.
• Home Equity Loans Home equity loans processed in-house at ACFCU with no application fees and no pre-payment penalties, and home equity rates as low as 6.49% APR; targeted at homeowners seeking to leverage accumulated equity for major expenses.
• Debit MasterCard Debit card accepted at over 14 million locations worldwide, with transactions deducted directly from checking accounts and zero fraud liability protection, providing members with everyday payment and ATM access.
• Credit Cards Consumer and business credit cards issued through Elan Financial Services under Visa licensing, with zero fraud liability, online application through ACFCU, and account management at myaccountaccess.com; revenue is generated through interchange fees on transactions.
• Online Banking Web-based banking platform at coprod.acfcu.org enabling members to check balances, view transactions, transfer funds between accounts, pay bills, and access eStatements, with member enrollment using SSN and date of birth.
• Mobile Banking App Native iOS and Android mobile application offering account access, mobile check deposit, card controls, transfers, bill pay, credit score monitoring, secure messaging, Apple Pay/Google Pay/Samsung Pay support, and Zelle integration; the digital primary hub for member self-service.
• Zelle Peer-to-peer payment service integrated within ACFCU's online and mobile banking, enabling fast, fee-free money transfers between bank accounts using email or U.S. mobile phone number, with funds typically available within minutes.
• Courtesy Pay Discretionary overdraft protection service covering insufficient fund items up to a $700 limit for a $25 fee per overdraft item covered; available to qualifying checking members with no fee to enroll.
• Video Banking Remote video banking service enabling members to connect with credit union staff via video chat for account assistance and product consultations from anywhere in the service area.
• Insurance Services (TruStage) Insurance referral program offering TruStage auto, home, and life insurance, AD&D coverage, and credit insurance on loans, with $2,000 of free AD&D coverage included for members and additional coverage available up to $300,000; revenue generated through referrals.
• Digital Estate Planning Subscription-based digital estate planning tool powered by One Digital Trust (a TruStage partner), enabling members to create legally valid wills, trusts, power of attorney, and living wills, with subscription costs of $199 for the first year and $36/year for renewal, plus a digital document vault and estate snapshot.
• Rewards Program Tiered member loyalty program (Gold, Silver, Bronze) rewarding qualifying members with loan rate discounts and certificate rate premiums based on deposit and lending relationship depth with ACFCU.

Quantifiable outcome

• Vehicle loan rates starting at 4.99% APR for qualified members
• +3 more outcomes

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature4 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• ZogocoreStrategic or Co-development PartnerZogo is a financial literacy app that ACFCU offers to members to help improve financial education. Members access the app using access code ACFCUZOGO. The partnership helps ACFCU attract younger members and provide ongoing financial education resources. Zogo provides gamified financial lessons that reward users for learning about personal finance topics including budgeting, saving, and credit.
• TruStagecoreGTM or Marketing PartnerTruStage is an insurance program offered through the credit union providing auto/home insurance, life insurance, AD&D coverage, and credit insurance on loans. TruStage is backed by CUNA Mutual Group with nearly 80 years of partnership with credit unions. ACFCU provides $2,000 of free TruStage AD&D coverage to members and offers referral opportunities for additional coverage up to $300,000.
• One Digital TrustminorGTM or Marketing PartnerOne Digital Trust provides digital estate planning services through TruStage partnership. Members can create legally valid estate planning documents including wills, power of attorney, and living wills. Subscription costs $199 for first year access, renewable at $36/year. The platform provides document storage vault and estate snapshot features.
• Fiserv (CardHub)coreTechnology or IntegrationFiserv provides the CardHub technology powering ACFCU's mobile card control app. The platform enables real-time card management, transaction monitoring, fraud alerts, and location-based services. Fiserv is a major financial technology provider serving credit unions and banks nationwide.
• Elan Financial ServicescoreTechnology or IntegrationElan Financial Services provides credit card products to ACFCU members under Visa licensing. Elan handles card processing, fraud protection (zero fraud liability), and cardholder services. Members can apply through ACFCU and manage accounts at myaccountaccess.com. Credit cards offered include consumer and business options.
• MeridianLinkcoreTechnology or IntegrationMeridianLink provides the online loan application platform used by ACFCU for home equity and personal loan applications. The platform enables members to apply online for loans with digital processing. MeridianLink is a leading provider of lending technology solutions for financial institutions.
• ZellecoreTechnology or IntegrationZelle is integrated into ACFCU's online and mobile banking bill pay system, enabling fast peer-to-peer payments between bank accounts. Zelle allows members to send and receive money using email or mobile number with typically no fees and money available within minutes. ACFCU promotes Zelle as a safe, fast, free alternative to cash and checks.
• Jim Bayless Auto SolutionsminorChannel Partner/ Reseller/ DistributorJim Bayless Auto Solutions is the third-party location where ACFCU repossessed vehicles are displayed and sold. Located at 13310 I-27, Amarillo, TX 79118, this partnership enables ACFCU to sell repossessed vehicles and allows members to view and purchase repossessed cars, trucks, and SUVs with ACFCU financing available.
• ConsumerLink / BaZingcoreGTM or Marketing PartnerBaZing (ConsumerLink) provides the perks and discounts program integrated into ACFCU checking accounts. Benefits include local merchant discounts, national retailer deals, roadside assistance ($80 coverage), cell phone protection ($400/claim), and identity theft protection ($2,500 reimbursement). Available through Premier and Elite checking accounts.

Scale indicators4 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• Amarillo National Bank: The largest community bank headquartered in Amarillo, offering full consumer and commercial banking. Competes head-to-head with ACFCU for Tri-County deposits, vehicle loans, and mortgages, but at much greater scale and branch footprint.
• Alliant Credit Union: Large national digital-first credit union offering consumer deposits, lending, and investment products. Competes for share of wallet in Texas via online channels that overlap with ACFCU's digital offering.
• Navy Federal Credit Union: America's largest credit union, offering the full spectrum of consumer banking, lending, and digital services. Competes indirectly for Texas consumer deposits and loans; relevant for product/pricing benchmarking.
• Texas Dow Employees Credit Union (TDECU): Large Texas community credit union with statewide membership offering consumer banking, mortgages, and digital services. Comparable product set, but at meaningfully larger scale and broader reach.
• Happy State Bank (First Financial Bank Texas): Texas Panhandle-rooted bank with deep retail presence across the region and a wide consumer-banking menu. Direct competitor for community deposits and consumer lending in ACFCU's tri-county footprint.

Emerging players

• Digital Federal Credit Union (DCU): Digital-forward member-owned credit union with strong mobile and online banking capabilities. Comparable in product breadth and digital member experience, though serving members nationally.

Regional players

• FirstBank Southwest: Amarillo-based community bank providing consumer banking, mortgages, and loans in the Texas Panhandle. Overlaps with ACFCU in retail deposit gathering and consumer lending.
• Lone Star Credit Union: Texas-based community credit union offering consumer banking, lending, and digital services. Comparable in cooperative structure and product breadth, though operating in different Texas metros.
• Resource One Credit Union: Texas-headquartered community credit union offering deposits, consumer loans, and digital banking. Comparable in product suite and target member base, with broader Texas presence than ACFCU.

Direct peers

• Pantex Federal Credit Union: Federally chartered community credit union based in Amarillo, Texas, serving Panhandle residents with a similar mix of consumer deposits, vehicle loans, and home loans. Directly comparable in scale, geography, and product set.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/amarillocommfcu

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Amarillo Community Federal Credit Union