Superior Credit Union, Inc.

What Superior Credit Union, Inc. does

Superior Credit Union, Inc. is a not-for-profit, member-owned financial cooperative founded in 1955 and headquartered in Lima, Ohio. It operates as the fourth-largest credit union in the state, serving more than 100,000 members across 27 Ohio counties plus select counties in northern Kentucky, southeastern Indiana, and Monroe County, Michigan, through 24 physical branches. As a cooperative, it returns excess earnings to members via favorable loan rates, higher savings yields, and reduced fees, with deposits NCUA-insured to $250,000.

The credit union offers a full-stack retail and small-business banking platform spanning deposit accounts (Basic Checking, Business iChecking earning up to 2.25% APY, Premium Business Checking, Money Market, Ohio Homebuyer Plus, CDs, HSA, Kid's Club), consumer and commercial lending (auto, mortgage, home equity/HELOC starting at 5.50%, recreational, signature, share-secured, student, SBA, commercial, agricultural), and five credit card products ranging from 10.75% APR VISA Premier to credit-builder Fresh Start VISA. Distribution combines a regional branch network with 5,300+ CO-OP shared branches, 23,000+ ATMs, a 4.7-rated mobile app, a new self-service online banking portal, dedicated regional mortgage professionals, and a Small Business Center with agricultural lending specialists.

Revenue is generated primarily through net interest income on the lending portfolio, supplemented by deposit and transaction fees, credit card interest and fees (10.75%-18.00% APR range), merchant services, insurance commissions from wholly-owned Superior Insurance Services, and wealth management fees from Superior Financial Solutions. The credit union is differentiated by community programs including the SuperiorFirst $2,000 first-time homebuyer grant ($500,000 in Foundation giving to 250+ families), financial literacy partnerships with Ohio State University Extension (reaching ~1,900 students annually), and the Superior Foundation scholarship program.

Name

Superior Credit Union, Inc.

Legal name

Superior Credit Union, Inc.

Website

https://superiorcu.com

Company type

Private

Founded year

1955

Operating status

Operating

Headcount range

101–250 employees

Short description

Superior Credit Union is a not-for-profit, member-owned cooperative serving 100,000+ members across western Ohio, northern Kentucky, southeastern Indiana, and Michigan via 24 branches, offering consumer and small-business banking, lending, insurance, and wealth management.

Ownership category

akta.pro rank

Product category

Credit Union

NAICS

Credit Unions (52213), Credit Card Issuing (522210)

SIC

Personal Credit Institutions (6141), Mortgage Bankers & Loan Correspondents (6162), Short-Term Business Credit Institutions (6153)

akta.pro primary industry

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

akta.pro secondary industry

Cooperative Banks (Member-Owned Commercial/Retail) (FSABAEAF)

Keywords

• Consumer banking services
• Credit union lending
• Residential mortgages
• Small business loans
• Community financial services

Headquarters

HQ city

Amelia

HQ country

United States

HQ region

North America

Offices14 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 from Lending: The primary revenue stream comes from interest earned on loans including auto loans, mortgages, home equity loans/lines of credit, credit cards, recreational loans, personal loans, student loans, and business/commercial loans.
2. Business Checking Account Fees: Fee-based income from business checking accounts including Premium Business Checking with monthly maintenance fees ($20-$40 based on balance), per-item fees for transactions exceeding free allowances, and various service fees.
3. Credit Card Fees: Income from credit card operations including interest charges (APR ranges from 10.75% to 18.00% variable), annual fees (Fresh Start VISA $50), cash advance fees ($5 or 3%), late payment fees ($25), over-limit fees ($25), and balance transfer fees.
4. Deposit Account Fees: Fee income from deposit accounts including Basic Checking ($2 monthly fee unless E-Statements enrolled), overdraft fees, and various service charges.
5. Merchant Services: Processing fees from merchant services for business customers, including payment processing solutions.
6. Insurance Services: Commission income from Superior Insurance Services (SIS) offering auto, home, life, and business insurance to members at discounted rates.
7. Wealth Management: Revenue from investment products, financial planning services, annuities, mutual funds, stocks, bonds, brokered CDs, 401K rollovers, and 529 College Savings Plans through Superior Financial Solutions.

Pricing tiers

Go-to-market motion3 records

Distribution channels8 records

Marketing channels13 records

Core offering

Superior Credit Union operates as a not-for-profit, member-owned financial cooperative providing retail banking, consumer and commercial lending, credit cards, mortgage and home equity financing, insurance, and wealth management services to over 100,000 members across Ohio, Kentucky, Indiana and Michigan. Core activities include deposit account management, loan origination, mortgage servicing, payment processing for business merchants, and financial education programs delivered through 24 physical branches plus online and mobile channels.

Product overview

Superior Credit Union, Inc. is a not-for-profit, member-owned financial cooperative offering a comprehensive suite of banking and financial services. The organization operates as a single integrated platform with multiple product lines including checking and savings accounts (Primary, Secondary, SafetyNet, MoneyMax Money Market, HSA, Percy Pig Kid's Club, Ohio Homebuyer Plus), share certificates, credit cards (VISA Premier, Smart Choice VISA, VISA Rewards, MyFirst VISA, Fresh Start VISA), and lending products (auto loans, home loans, home equity loans/HELOCs, recreational loans, signature loans, student loans, SBA loans, commercial loans). The credit union also provides supplementary services including SuperiorFirst homebuyer grants, insurance services, wealth management, financial literacy programs, and digital banking tools (Credit Score Simulator, Superior Life Game, Online & Mobile Banking). Serving over 100,000 members across Ohio, Kentucky, Indiana, and Michigan, the institution operates 24 physical branch locations and serves markets including Lima, Cincinnati, and Toledo, Ohio.

Differentiator

Problem solved

Functional benefit

Brands

• SuperiorFirst: Down payment assistance program for first-time homebuyers offering up to $2,000 in grants for down payments and closing costs
• Superior Insurance Services (SIS)
• Superior Financial Solutions
• Superior Mortgage Center
• SuperiorFirst
• Superior PLUS Realtors
• Ohio Homebuyer Plus
• Percy Pig Kid's Club
• Superior Connections
• Small Business Center

Products and services

• Basic Checking
• Primary Savings
• Secondary Savings
• SafetyNet Savings
• MoneyMax Money Market
• Health Savings Account (HSA)
• Percy Pig Kid's Club
• Ohio Homebuyer Plus Savings
• Share Certificates of Deposit (CDs)
• FREE Business Checking
• Business iChecking
• Premium Business Checking
• Auto Loans
• Home Loans
• Home Equity Loans
• Home Equity Line of Credit (HELOC)
• SuperiorFirst First-Time Homebuyer Grant
• VISA Premier Credit Card
• Smart Choice VISA Credit Card
• VISA Rewards Credit Card
• MyFirst VISA Credit Card
• Fresh Start VISA Credit Card
• Recreational Loans
• Signature Loans
• Share-Secured Loans

Quantifiable outcome

• Savings of $2,000 through SuperiorFirst grant for first-time homebuyers
• +5 more outcomes

Named customers10 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature5 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Ohio Treasurer's OfficecoreStrategic or Co-development PartnerPartnership with the Ohio Treasurer's Office to offer Ohio Homebuyer Plus - a tax-advantaged savings program helping Ohioans save faster for home purchases with above-market interest rates. Superior is a participating financial institution in this state program.
• The Ohio State University Extension OfficecoreStrategic or Co-development PartnerPartnership with Ohio State University Extension Office to deliver Real Money, Real World financial literacy program to local schools. Program reaches approximately 1,900 students in nearly 24 schools annually, teaching budgeting, saving, and financial decision-making skills.
• CO-OP Shared BranchingcoreChannel Partner/ Reseller/ DistributorPartnership providing Superior members access to more than 5,300 branches nationwide and 5,000+ Shared Branching offices worldwide. Members can conduct transactions at partner credit unions using their Superior account.
• Ohio Department of Agriculture (Ag-LINK, GrowNOW)minorGTM or Marketing PartnerParticipation in Ohio state agricultural programs Ag-LINK (reduced-interest revolving loans for feed, fertilizer, etc.) and GrowNOW loans for small business assistance, offering these programs to qualifying Superior members.
• OhioMeansJobs - Allen CountyminorStrategic or Co-development PartnerPartnership hosting the 2026 Annual Meeting at OhioMeansJobs - Allen County location, combining in-person and virtual attendance options for member engagement.
• Superior Financial SolutionscoreGTM or Marketing PartnerAffiliated wealth management and financial planning services provider offering Superior members access to annuities, mutual funds, stocks, bonds, brokered CDs, 401K rollovers, and 529 College Savings Plans.
• Superior Insurance Services (SIS)coreGTM or Marketing PartnerIn-house insurance agency offering discounted auto, home, life, and business insurance exclusively to Superior Credit Union members. Provides one-stop financial services experience.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• BECU (Boeing Employees Credit Union): One of the largest U.S. credit unions with a full-service consumer, mortgage, and business banking franchise. Comparable as a cooperative incumbent with similar product breadth, though operating at materially larger scale and on the West Coast.
• Fifth Third Bank: Large regional bank with major Ohio presence, including Cincinnati where Superior has a significant branch cluster. Comparable as a direct competitor for consumer deposits, mortgages, and small-business banking in Superior's southern Ohio geography.
• Huntington National Bank: Major regional bank headquartered in Columbus, Ohio, with deep consumer, mortgage, small-business, and SBA lending franchises across Ohio. Comparable as the dominant for-profit competitor Superior faces in retail, mortgage, and small-business banking across its footprint.

Direct peers

• Lake Michigan Credit Union: Large Michigan-based credit union with full-service consumer, mortgage, and business banking. Comparable in cooperative structure, geographic concentration in the Midwest, and product mix including high-yield checking and HELOC products.
• Connexus Credit Union: Mid-sized regional credit union headquartered in Wisconsin with a national digital presence. Comparable in that it serves retail and small-business members with a full lending, deposit, and digital banking product set, and competes in cross-state digital acquisition.
• Alliant Credit Union: Large, member-owned digital-first credit union with a national membership footprint. Comparable as a cooperative competing for the same digitally-engaged consumer members that Superior targets, especially in markets beyond its physical branches.
• Wright-Patt Credit Union: The largest credit union in Ohio, headquartered in Beavercreek near Dayton. Comparable in that it serves a similar Ohio retail/business member base with a full suite of consumer lending, mortgage, and business banking products — the most direct competitive peer within Superior's home market.
• Kemba Financial Credit Union: Ohio-headquartered credit union serving members across the Cincinnati, Columbus, and Dayton metros. Comparable in that it offers a similar product mix (consumer, mortgage, business, wealth) and competes directly with Superior's southern Ohio/Cincinnati branch footprint.

Regional players

• Consumers Cooperative Credit Union: Midwest-focused cooperative credit union with comparable consumer and business banking offerings. Comparable in cooperative structure, member focus, and product breadth, though operating primarily in Illinois/Wisconsin rather than Ohio.
• Golden Circle Credit Union: Regional credit union serving central Indiana with consumer and mortgage products. Comparable as a community-cooperative competitor in the adjacent Indiana geography where Superior has a small Dearborn County extension.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCakQT2N8cKU63n2Q415EdJg
• Facebookfacebook.com/SuperiorCUInc
• Instagraminstagram.com/superiorcreditunion
• TikToktiktok.com/@superiorcreditunion
• Xx.com/SuperiorCUInc

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles25 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

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

M&A

Investments1 record

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

Frequently asked questions about Superior Credit Union, Inc.