First Florida Credit Union

First Florida Credit Union is a not-for-profit, member-owned cooperative credit union headquartered in Jacksonville, Florida, offering consumer and business deposit, lending, and digital banking services to residents and workers across 35 Florida counties through 18 branches, a mobile app, and the VIBE virtual branch.

Company typePrivate
Founded1982
HeadquartersJacksonville, United States
Headcount101–250
GTM typeB2C
OfferingServices

What First Florida Credit Union does

First Florida Credit Union is a federally chartered, not-for-profit, member-owned cooperative credit union headquartered in Jacksonville, Florida, founded in 1982 and serving 101–250 employees. Membership eligibility extends to anyone who lives or works in 35 Florida counties, with the institution operating 18 physical branches across the state and participating in the CO-OP Shared Branch Network, which provides members with access to over 5,500 branches and 80,000+ surcharge-free ATMs nationally. Member deposits are federally insured by the National Credit Union Administration (NCUA) up to at least $250,000, and the institution is democratically governed by a volunteer member-elected board of directors.

The product portfolio spans deposit accounts (checking — including a no-monthly-fee tier, savings/Prime Share, secondary savings, money markets, IRAs, and certificates), consumer lending (auto/RV/motorcycle/boat loans, first mortgages, HELOCs, second mortgages, lot/land loans, personal loans/lines of credit, share-secured loans, and debt consolidation), credit cards (Diamond Rewards Visa), business services (business checking, lines of credit, term loans, commercial real estate financing, equipment loans, business vehicle loans, and business credit cards), and supplemental programs including investment services referrals, insurance (via TruStage), estate planning (via Trust & Will), auto-buying advocacy (AutoAdvisors), and financial wellness counseling (GreenPath). The product architecture is modular, with a full-featured mobile banking app (iOS and Android) and online banking portal anchored by VIBE (Virtual Internet Branch Experience) — a WebEx-powered video branch delivering face-to-face consultations for account opening, loan applications, and member service, supported by Zelle payments, mobile e-Deposit, card controls, multi-factor authentication, and 24-style online account opening and loan origination portals (oao.firstflorida.org, LOS24).

Revenue is generated predominantly through interest income on consumer and mortgage loan portfolios and investment securities, supplemented by fee income from services such as Skip-A-Pay ($25), phone payments ($15), and one-time external ACH payments ($2). As a cooperative, earnings are returned to members through lower loan rates, higher deposit dividends, and reduced fees rather than distributed to external shareholders. Distribution combines physical branches, digital self-service (mobile, web, online account opening, loan portal), the VIBE virtual branch, the CO-OP shared-branching channel, and member-referral incentives, with marketing reinforced by financial webinars, community engagement, and a multi-platform social presence.

First Florida Credit Union firmographics

Firmographics

Name: First Florida Credit Union
Legal name: First Florida Credit Union
Website: https://firstflorida.org
Company type: Private
Founded year: 1982
Operating status: Operating
Headcount range: 101–250 employees
Short description: First Florida Credit Union is a not-for-profit, member-owned cooperative credit union headquartered in Jacksonville, Florida, offering consumer and business deposit, lending, and digital banking services to residents and workers across 35 Florida counties through 18 branches, a mobile app, and the VIBE virtual branch.
Ownership category
akta.pro rank

First Florida Credit Union industry classification

Industry

Product category: Retail Banking
NAICS: Credit Unions (52213)
SIC: Savings Institutions, Not Federally Chartered (6036)
akta.pro primary industry: Community Credit Unions (Retail/Consumer Focus) (FSABAEAA)
akta.pro secondary industry: Credit Cards & Revolving Credit (FSABAAAC)

Keywords

Retail banking services
Consumer lending
Mortgage loans
Deposit accounts
Credit union services

Where First Florida Credit Union is headquartered

Location

Headquarters

HQ city: Jacksonville
HQ country: United States
HQ region: North America

Offices2 records

Markets served

First Florida Credit Union business model

Business model

GTM type: B2C
Offering type: Services
Cost components: Personnel, Operations, Infrastructure, Technology or R&D, Marketing or Sales

Revenue model

Interest Income: As a credit union, First Florida generates revenue primarily through interest earned on loans (auto, home, personal, credit cards) and investments. Earnings are returned to members in the form of lower loan rates and higher deposit earnings.
Fee-based Services: Various service fees including Skip-A-Pay ($25), phone payments ($15), one-time ACH payments ($2), and other transaction-based fees generate non-interest income.
Deposit Products: Members deposit savings in exchange for dividend earnings. Products include checking accounts, savings, money markets, IRAs, and certificates with competitive rates.

Pricing tiers

Model	Billing	Price
Transaction based/ take rate	Pay-as-you-go	Skip-A-Pay loan deferral
Transaction based/ take rate	Pay-as-you-go	Phone Payment Service
Transaction based/ take rate	Pay-as-you-go	One-time External ACH Payment
Other	Monthly	No Monthly Fee Checking Account

Go-to-market motion1 record

Distribution channels7 records

Marketing channels6 records

First Florida Credit Union product offering

Product offering

Core offering

First Florida Credit Union is a not-for-profit, member-owned cooperative headquartered in Jacksonville, Florida that provides retail banking, deposit products, consumer and mortgage lending, business banking, and digital banking services. Members access these offerings through 18 statewide branches, a mobile app, an online banking portal, the VIBE virtual branch, and the CO-OP Shared Branch Network with 5,500+ branches and 80,000+ surcharge-free ATMs nationwide.

Product overview

First Florida Credit Union offers a comprehensive suite of financial products and services through a unified digital banking platform complemented by physical branch locations throughout Florida. The core product portfolio spans deposit accounts (checking, savings, money markets, CDs, IRAs), consumer and mortgage lending (vehicle loans, home loans, personal loans, credit cards), and business banking services. Digital banking capabilities are delivered through the Mobile Banking App and Online Banking platform, with VIBE providing virtual branch video appointments. Supplementary services include AutoAdvisors for vehicle purchasing, Skip-A-Pay for payment flexibility, and access to the CO-OP Shared Branch Network for nationwide ATM and branch access. The product architecture is modular, with core banking services supplemented by add-on features and partner services like investment advisory and insurance.

Differentiator

Problem solved

Functional benefit

Brands

VIBE: Virtual Internet Branch Experience - a virtual branch service offering face-to-face video appointments and personalized in-branch style service from home or office.

Products and services

Checking Accounts Transaction accounts including No Monthly Fee Checking, Premium Interest Checking, Rewards Checking, Student Checking, and Smart Track Checking. Includes Visa Debit Card with Tap-to-Pay, online and mobile banking, and access to surcharge-free ATMs.
Savings Accounts Savings products including Savings Prime Share, Secondary Savings, Sand Dollar Savings Club, Holiday Club, Money Markets, Individual Retirement Accounts (IRAs), and Certificates with various term options.
Vehicle Loans Financing for automobiles, recreational vehicles, motorcycles, and boats with competitive rates, up to 100% financing, pre-approval, GAP protection, and extended protection plans. Includes partnership with AutoAdvisors for free car-buying assistance.
Home Loans Mortgage and home equity products including First Mortgages, Short-Term Fixed Rate First Mortgages, Home Equity Lines of Credit (HELOC), Second Mortgages, and Lot and Land Loans. Features no-closing-cost options and quick application processing.
Diamond Rewards Visa Credit Card Credit card offering reward points on purchases with competitive APR rates, available in a standard version and a share-secured version for credit building with 1.90% APR for six months.
Personal Loans Unsecured personal loans and lines of credit for debt consolidation, unexpected expenses, or personal needs, featuring competitive rates, quick funding, and flexible repayment terms.
Business Services Comprehensive business banking including business checking accounts (interest and non-interest bearing), business loans (lines of credit, term loans, vehicle loans, commercial real estate, equipment financing), and business credit cards for small business owners.
Mobile Banking App Full-featured mobile banking application available on iOS and Android with biometric login, Mobile e-Deposit, bill payment, fund transfers, Zelle payments, card controls, text notifications, and Snapshot balance check.
Online Banking Web-based banking platform providing account access, bill payment, e-statements, multi-factor authentication, and fund transfers, including Bill Payer service and secure messaging.
VIBE Virtual Internet Branch Experience Virtual branch service using WebEx video conferencing to enable face-to-face consultations for account opening, loan applications, and personalized service from home or office.
Investment Services Wealth management and investment advisory services offered through partnership to help members with retirement planning and investment needs.
AutoAdvisors Free auto buying service for members that negotiates vehicle pricing, provides access to thousands of new and used vehicles, and advocates for buyers at dealerships including handling trade-ins and dealer incentives.

Companies that use First Florida Credit Union

Customer profile

Named customers4 records

Segments4 records

Ideal customer profiles4 records

First Florida Credit Union technology and API

Technology

Technology focussed No

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

Integration3 records

Feature4 records

First Florida Credit Union partnerships and signals

Strategic signal

Partnerships

Seven partnerships are on record, tiered core and minor.

GreenPath Financial WellnesscoreStrategic or Co-development PartnerPartnership providing members with free financial counseling, debt management plans, and comprehensive financial wellness resources including housing counseling, bankruptcy counseling, and credit education.
CO-OP Shared Branch NetworkcoreChannel Partner/ Reseller/ DistributorEnables First Florida members to conduct transactions at any of 5,500+ participating branches nationwide, providing coast-to-coast convenience equivalent to large banks.
AutoAdvisorscoreTechnology or IntegrationFree auto buying service for members that negotiates competitive pricing, handles trade-in values, dealer incentives, and accompanies members to dealerships to ensure best deals.
TruStageminorStrategic or Co-development PartnerInsurance partner offering members no-cost accident coverage and various insurance products through the TruStage program.
Trust & WillminorGTM or Marketing PartnerEstate planning partner offering members 20% discount on online estate plans to help secure families' financial futures.
Love My Credit Union RewardsminorGTM or Marketing PartnerMember rewards program providing exclusive deals and discounts on products and services from participating credit union partners.
WebEx (Cisco)coreTechnology or IntegrationVideo conferencing platform powering the VIBE (Virtual Internet Branch Experience) service, enabling face-to-face virtual branch consultations.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

First Florida Credit Union competitors and assessment

Company assessment

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

First Florida Credit Union compliance and trust

Trust signal

Compliance1 record

First Florida Credit Union financial estimates

Financial estimate

Revenue estimate

Valuation estimate

First Florida Credit Union leadership team

Management profile

Number of profiles

Profiles1 record

First Florida Credit Union funding detail

Funding detail

Funding overview

Funding rounds

Investors

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

First Florida Credit Union M&A and investment

M&A and investment

M&A

Investments

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

Frequently asked questions about First Florida Credit Union

What does First Florida Credit Union do?

Is First Florida Credit Union a public or private company?

First Florida Credit Union is a private company. It is classified as nonprofit foundation owned and is currently operating.

When was First Florida Credit Union founded?

First Florida Credit Union was founded in 1982. It employs 101 to 250 people.

Where is First Florida Credit Union based?

First Florida Credit Union is headquartered in Jacksonville, United States, in the North America region.

How does First Florida Credit Union make money?

Three revenue lines are on record. Interest Income is the primary driver. The others are fee-based Services and deposit Products.

Does First Florida Credit Union have an API?

No public API is recorded for First Florida Credit Union.

What industry is First Florida Credit Union in?

First Florida Credit Union's product category is Retail Banking. Its primary akta.pro industry code is FSABAEAA, Community Credit Unions (Retail/Consumer Focus), with a secondary code of FSABAAAC, Credit Cards & Revolving Credit. Its NAICS code is 52213 and its SIC code is 6036.