American United Family of Credit Unions

What American United Family of Credit Unions does

American United Federal Credit Union (AMUCU, AUFCU) is a federally chartered, member-owned cooperative financial institution founded in 1952 and headquartered in West Jordan, Utah. The institution operates 11 branch locations across Utah (Salt Lake County, Tooele County, Carbon County) and California (Coachella, San Jacinto, Cabazon), serving individual consumers, small businesses, tribal members, veterans, and credit-challenged populations through inclusive product programs including GoldStar and Tribal Prime membership tiers and Fresh Start Checking. The product portfolio spans deposit accounts (Primary Checking, Primary Savings, Money Market, Haven Certificates, IRAs, Club Accounts), consumer lending (auto loans as low as 4.99% APR, recreational vehicle loans, mortgages, HELOCs with 3.99% intro APR, personal loans, AU Quick Cash), credit cards (VISA Rewards at 9.90% APR, Cash Back, Secured), and a full business banking suite (SBA 7(a)/(504) loans, merchant services, remote deposit capture, cash management).

The technology stack combines owned digital channels — iOS and Android mobile apps, online banking platform, and an automated 24/7 phone payment system (833-810-5159) — with third-party integrations including VISA card rails, Zelle person-to-peer payments, CardNav debit card management, Money Desktop financial planning, SwivelPay external payments, and CARFAX for vehicle history. Distribution is materially extended through the CO-OP Shared Banking network, providing access to 5,600+ shared branches and 30,000+ surcharge-free ATMs across all 50 states.

The business model operates on the standard credit union net-interest-margin framework: interest income on loans (autos, mortgages, credit cards, personal) less interest paid on deposits, supplemented by transaction fees (overdraft at $25 NSF, Fresh Start Checking monthly fee $7, ATM non-network fees) and partnerships (TruStage insurance, VISA rewards). As a 501(c)(14) federal credit union, deposits are NCUA-insured up to $250,000 per depositor. Revenue is not publicly disclosed and there is no venture, private equity, or institutional ownership — surplus is returned to members through dividend programs and competitive rate structures.

Name

American United Family of Credit Unions

Legal name

American United Federal Credit Union

Website

https://amucu.org

Company type

Private

Founded year

1952

Operating status

Operating

Headcount range

101–250 employees

Short description

American United Federal Credit Union is a federally chartered, member-owned cooperative founded in 1952, operating 11 branches across Utah and California and serving consumer, small business, tribal, veteran, and credit-challenged members through deposits, lending, credit cards, and a CO-OP shared banking network spanning all 50 states.

Ownership category

akta.pro rank

Product category

Retail Banking / Credit Union Services

NAICS

Credit Unions (52213), Credit Card Issuing (522210), Credit Intermediation and Related Activities (522)

SIC

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

akta.pro primary industry

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

akta.pro secondary industries

Bank & Credit Union Personal Loans (Unsecured Installment) (FSAKAAAL), Military & Veterans Credit Unions (FSABAEAI)

Keywords

• Consumer banking services
• Credit union lending
• Deposit accounts
• Vehicle loans
• Small business banking

Headquarters

HQ city

West Jordan

HQ country

United States

HQ region

North America

Offices11 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: Primary revenue stream from interest charged on various loan products including auto loans, recreational vehicle loans, home loans (mortgages and HELOCs), personal loans, credit cards, and business loans. Competitive rates target credit union members.
2. Fee Income: Various fees including overdraft fees ($25 NSF, $20 Courtesy Pay), credit card fees, Fresh Start Checking monthly fees ($7, reduced to $4 with $750+ balance), ATM fees for non-network usage, and card replacement fees ($5-$10).
3. Deposit-based Revenue: Revenue generated from the spread between interest paid on deposits (checking, savings, certificates, money market) and interest earned on loans and investments. Credit union returns profits to members through better rates and dividends.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels7 records

Core offering

American United Federal Credit Union is a member-owned, nonprofit cooperative financial institution offering personal and business banking services. Its core offerings include deposit accounts (checking, savings, certificates, money market, IRAs), consumer loans (auto, recreational vehicle, home equity, mortgage, personal, AU Quick Cash), credit cards (Rewards, Cash Back, Secured), and small business banking products. Services are delivered through physical branches in Utah and California, an online and mobile banking platform, and the CO-OP shared banking network.

Product overview

American United Federal Credit Union operates as a full-service financial institution offering a comprehensive banking platform for personal and business members. The core product portfolio centers on deposit accounts (checking, savings, certificates, money market, IRAs) and lending products (auto, recreational vehicle, home equity, mortgage, personal, and credit cards). The platform is delivered through branch locations, online banking, and mobile applications (iPhone and Android). Premium membership tiers including GoldStar and Tribal Prime provide rate enhancements and additional benefits. Business banking services include checking, loans, merchant services, and remote deposit capture. Insurance, identity protection, and financial wellness education (MoneyEdu) serve as complementary add-on services. The Haven Certificate brand represents their fixed-rate savings products.

Differentiator

Problem solved

Functional benefit

Brands

• GoldStar Membership: Premium membership tier offering higher savings rates, loan rate discounts, and additional exclusive benefits including identity theft protection and discounted services.
• Tribal Prime Membership
• First Californian
• Haven Certificates

Products and services

• Primary Checking

Quantifiable outcome

• Auto loan rates as low as 4.99% APR (60-month term) for GoldStar members on 2020+ vehicles
• +4 more outcomes

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature3 records

Partnerships

Four partnerships are on record, tiered core.

• CO-OP Shared Banking / CO-OP Credit UnionscoreChannel Partner/ Reseller/ DistributorStrategic partnership providing access to CO-OP network of 5,600+ shared branches and 30,000+ surcharge-free ATMs nationwide. Members can access their accounts at any CO-OP shared branch location across all 50 states, deposit checks, make withdrawals, and conduct other transactions as if at their home credit union.
• TruStage InsurancecoreOthersPartnership offering TruStage insurance products including life insurance, auto insurance, property insurance, and AD&D coverage. Integrated into credit union's insurance and wealth offerings for member convenience.
• VISAcoreTechnology or IntegrationPartnership for VISA credit cards and debit cards including VISA Rewards, VISA Cash Back, VISA Secured, and Business Cash Back cards. Includes Verified by VISA security, EMV contactless technology, and Zero Liability Protection.
• Visa Rewards ProgramcoreTechnology or IntegrationPoints redemption platform for VISA credit and debit card rewards. Earn 1 point per $1 spent (credit) or $4 spent (debit). Points redeemable for gift cards, cash, travel, and more through visarewards.amucu.org.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Cyprus Credit Union: Utah-based community credit union offering consumer and business banking, auto loans, mortgages, and credit cards with multiple Salt Lake-area branches.
• University Federal Credit Union: Utah-based community credit union serving the University of Utah community and broader Salt Lake region with consumer deposits, lending, and digital banking.
• Mountain America Credit Union: Utah-headquartered community credit union with a multi-state branch network and a comparable full-service consumer and business banking product suite. Closest direct peer based on shared Utah footprint and community-banking orientation.
• America First Credit Union: Large Utah-headquartered credit union serving members across multiple states with consumer deposits, lending, credit cards, and business banking. Directly competes in the same Salt Lake County geography.
• Granite Credit Union: Utah community credit union providing full-service personal and business banking across Salt Lake County with comparable deposit and loan products.

Broad incumbents

• Patelco Credit Union: California-based community credit union with consumer and business banking, lending, and credit cards across Northern California. Relevant for its California footprint overlap with the subject's California tribal-area branches.
• Alliant Credit Union: Nationwide digital-first credit union serving a broad community field of membership. Comparable in offering deposit accounts, loans, and credit cards, with a similarly inclusive membership approach.
• BECU (Boeing Employees Credit Union): Washington-based community credit union with national membership, full consumer and business banking, and significant digital banking investment. Comparable cooperative, full-service model.
• Navy Federal Credit Union: The largest U.S. credit union by assets, serving military-affiliated members nationwide. Comparable cooperative structure, full product suite (deposits, loans, cards), and digital-first experience; broad-incumbent benchmark for scale and capability.
• First Technology Federal Credit Union: Oregon-headquartered technology-focused credit union offering consumer and business banking nationwide. Comparable full-service model and emphasis on digital banking.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/aufcu
• Facebookfacebook.com/AUFCU
• LinkedInlinkedin.com/company/aufcu
• Instagraminstagram.com/aufcu

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 American United Family of Credit Unions