First Choice America Credit Union

What First Choice America Credit Union does

First Choice America Community Federal Credit Union is a federally chartered, member-owned financial cooperative headquartered at 3501 Main Street, Weirton, West Virginia, serving approximately 33,228 members across the Ohio Valley region spanning West Virginia, Ohio, and Pennsylvania. Founded in 1939, the institution operates eight physical branch locations and holds total assets of $630,032,608 with a 16.84% capital asset ratio as of July 31, 2024, and is regulated and insured by the National Credit Union Administration (NCUA). Membership eligibility is defined by geography, Select Employee Groups, or family relationships, which establishes a defined field-of-membership market structure.

The credit union's product portfolio spans personal and small-business banking, deposit gathering, and consumer/commercial lending. Core banking products include checking accounts, savings accounts, certificates of deposit, IRAs, and club accounts. Lending products include auto loans, mortgages (NMLS #411557), home equity lines of credit, consumer loans, VISA credit cards, and commercial loans. Distribution runs through the eight branches plus an ATM network with surcharge-free access via Alliance One and MoneyPass partnerships, supported by telephone banking (304-748-8600 / 800-427-4835). Technology infrastructure centers on the First Choice America Online and BillPayer platform (refreshed May 16, 2022), mobile banking with mobile deposit, eStatements, and Card Valet card-management, with PassMark authentication for online-banking security.

Revenue is generated primarily through net interest income on the loan portfolio (auto, mortgage, HELOC, consumer, commercial, and credit card), supplemented by fee income from overdraft, ATM, late-payment, and service charges. Member shares and deposits function as the core funding base for lending operations, anchored by a $5 membership share requirement. Pricing is retail and disclosed transparently via rate sheets and fee schedules, with periodic promotional products such as the Switch and Save $250 cash-back auto refinance offer and seasonal Holiday Loans and Skip-A-Pay programs. The institution markets via its website, quarterly newsletter (The Briefer), community events including Pink October and Independence Day celebrations, and a Bank at School youth financial-literacy program at three local elementary schools.

Name

First Choice America Credit Union

Legal name

First Choice America Community Federal Credit Union

Website

https://firstchoiceamericacu.org

Company type

Private

Founded year

1939

Operating status

Operating

Headcount range

51–100 employees

Short description

First Choice America Community Federal Credit Union is a federally chartered, member-owned credit union headquartered in Weirton, West Virginia, serving 33,228 members across the Ohio Valley with eight branches, $630M in assets, and a full suite of consumer and small-business banking, lending, and digital-banking products.

Ownership category

akta.pro rank

Product category

Community Banking (Credit Union)

NAICS

Credit Unions (52213), Depository Credit Intermediation (5221)

SIC

Personal Credit Institutions (6141)

akta.pro primary industry

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

akta.pro secondary industry

Bank & Credit Union Personal Loans (Unsecured Installment) (FSAKAAAL)

Keywords

• Community credit union
• Consumer lending
• Retail banking
• Deposit accounts
• Mortgage loans

Headquarters

HQ city

Weirton

HQ country

United States

HQ region

North America

Offices8 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Interest Income from Lending: First Choice America generates revenue primarily through interest income on loans including auto loans, mortgage loans, home equity lines of credit, consumer loans, commercial loans, and credit card lending. The credit union offers competitive rates on borrowing products.
2. Fee-Based Income: The credit union earns revenue from various account fees including overdraft fees, ATM fees (nonproprietary transaction fees), late payment fees, and service charges. Fee schedules are publicly available.
3. Member Shares and Deposits: As a credit union, deposits from members (share accounts, certificates, IRA accounts) form the primary funding source for lending operations. Members become shareholders of the credit union.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

First Choice America Community Federal Credit Union is a member-owned financial cooperative providing retail banking, lending, and savings products to individuals and small businesses in the Ohio Valley region. The core offering includes checking and savings accounts, certificates, IRAs, auto loans, mortgages, home equity lines of credit, consumer loans, VISA credit cards, and commercial loans, delivered through eight branch locations, an interconnected ATM network, and digital banking channels. Revenue is generated primarily through interest income on lending products and service fees.

Product overview

First Choice America Community Federal Credit Union operates as a full-service financial institution offering banking, lending, and savings products through a network of 9 offices in the Ohio Valley region. The product portfolio centers on First Choice America Online and BillPayer as the core digital banking platform, complemented by Mobile Banking with features including Mobile Deposit, E-Statements, and Card Valet card management. Deposit products include Checking Accounts, Savings Accounts, Certificates (CDs), IRAs, and Club Accounts including Christmas Club. Lending offerings span Auto Loans with promotional $250 cash back, Mortgage Loans, Home Equity Lines of Credit, Consumer Loans, VISA Credit Cards, and Commercial Loans. ATM access is provided through proprietary ATMs plus surcharge-free access via Alliance One and MoneyPass networks. Additional services include Holiday Loans, Skip A Pay seasonal programs, VISA Gift Cards, and the Bank at School youth savings education program.

Differentiator

Problem solved

Functional benefit

Brands

• The Briefer: The credit union's quarterly newsletter providing updates on products, services, and community activities.
• First Choice America Online and BillPayer

Products and services

• Checking Account Personal checking account with VISA Check Card access, overdraft protection options, and eStatement delivery. Designed for individual members for everyday financial management.
• Savings Accounts Personal savings accounts with competitive rates, including a membership share account requiring a $5 minimum purchase to establish membership.
• Certificates Term deposit accounts (CDs) with fixed rates for specified periods, allowing members to earn higher yields on locked-in savings.
• IRAs Individual Retirement Accounts including Traditional, Roth, and SEP options for retirement savings planning.
• Club Accounts Specialized savings accounts including Christmas Club for holiday savings with annual lump-sum payouts to members.
• Auto Loans Vehicle financing for new and used cars and motorcycles, including refinancing options, with a promotional $250 cash back offer for switching vehicle loans.
• Consumer Loans Personal loans for various purposes including debt consolidation, home improvements, and major purchases.
• Mortgage Loans Home purchase and construction financing with NMLS# 411557, featuring competitive rates and local processing for members in the Ohio Valley.
• Home Equity Line of Credit Revolving credit line secured by home equity for expenses, debt consolidation, or home improvements, with NMLS# 411557.
• VISA Credit Cards Credit card program with fraud protection, competitive rates, and mobile management through Card Valet.
• Commercial Loans Business lending products for eligible commercial enterprises including real estate, equipment, and working capital financing.
• VISA Check Card Debit card enabling point-of-sale purchases, ATM withdrawals, and real-time fraud monitoring with lock/unlock controls via Card Valet.
• First Choice America Online and BillPayer Online banking platform providing 24/7 access to account balances, transaction histories, fund transfers between accounts, loan payments, check withdrawal requests, stop payments, and bill payment services supporting up to 250 payees.
• Mobile Banking Mobile application providing account access, transfers, check deposits, bill payments, and card management including lock/unlock functionality for debit and credit cards.
• ATM Services Access to proprietary ATMs and surcharge-free ATM withdrawals via Alliance One and MoneyPass networks for members nationwide.
• 24 Hour Transaction Line Automated telephone banking service available 24/7 for account inquiries, transfers, and loan payments.
• Holiday Loans Seasonal personal loans available with 8.49% APR and 12-month repayment terms during the holiday season.
• Skip A Pay Program Holiday-season loan payment skip program allowing members to skip one monthly payment for a $30 fee during November, December, or January.
• VISA Gift Cards Prepaid VISA gift cards available for purchase at any office location for gifting purposes, with a $2.50 fee per card.
• Bank at School School-based savings program bringing deposit services to local elementary schools (Weirton Elementary, Bethlehem Elementary, Middle Creek Elementary) to teach youth financial literacy and accept deposits.

Quantifiable outcome

• Total Assets: $630,032,608
• +4 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

Integration2 records

Feature4 records

Partnerships

Two partnerships are on record, tiered core.

• Alliance OnecoreTechnology or IntegrationPartnership providing surcharge-free ATM access to First Choice America members. Alliance One ATMs can be located at www.allianceone.coop or by looking for the Alliance One logo on ATM machines. This partnership extends the credit union's ATM accessibility without surcharges.
• MoneyPasscoreTechnology or IntegrationPartnership providing surcharge-free ATM access to First Choice America members nationwide. MoneyPass ATMs can be located at www.moneypass.com or by looking for the MoneyPass logo on machines. This partnership provides members with extensive surcharge-free ATM coverage.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Clearview Federal Credit Union: Community federal credit union headquartered in Moon Township, PA, serving the greater Pittsburgh and southwestern Pennsylvania region. Closest comparable to First Choice America in terms of community FCU structure, geographic proximity in the Ohio Valley adjacent market, and member-owned cooperative model with similar deposit and lending product offerings.
• West Virginia Central Federal Credit Union: Federal credit union based in Parkersburg, West Virginia, serving members across West Virginia. Highly comparable as another West Virginia-based community FCU operating in a similar regional market with a comparable member base, branch structure, and product mix to First Choice America.
• PSECU (Pennsylvania State Employees Credit Union): Pennsylvania state-chartered credit union headquartered in Harrisburg, PA. Comparable as a Pennsylvania-based credit union serving a defined membership group with full-service banking, lending, and digital channels, operating at a similar scale and community focus.
• Citadel Federal Credit Union: Community federal credit union based in Exton, Pennsylvania, serving members across the Mid-Atlantic region. Comparable as a Pennsylvania-rooted community FCU with full deposit and lending products, multi-branch distribution, and digital banking capabilities targeting similar consumer and small business segments.

Broad incumbents

• Chartway Federal Credit Union: Larger federal credit union headquartered in Virginia Beach, Virginia, with assets several multiples larger than First Choice America. Comparable as a community-oriented FCU operating across multiple states with full deposit, lending, and digital services, though at meaningfully greater scale and geographic breadth.
• Truliant Federal Credit Union: Large community federal credit union serving members across the Carolinas and Virginia. Comparable as a full-service community FCU with similar deposit, lending, and digital offerings, but at substantially greater scale and broader geographic reach than First Choice America.
• BCU (Baxter Credit Union): Large federally chartered credit union serving members nationwide through employer group relationships. Comparable as a community FCU with full banking, lending, and digital product sets, though at materially greater scale and broader geographic footprint than First Choice America.
• Affinity Plus Federal Credit Union: Minnesota-based community federal credit union serving members across multiple states. Comparable as a member-owned cooperative with similar deposit and lending products and branch-based distribution, though operating at larger scale and serving a different primary geography.
• VyStar Credit Union: Large Florida-based federal credit union serving members across multiple states. Comparable as a full-service community FCU with similar deposit, lending, mortgage, and digital products, but operating at significantly greater scale and broader geographic reach than First Choice America.

Emerging players

• First Tech Federal Credit Union: Federally chartered credit union serving technology industry employees and their families. Comparable as a federally chartered community FCU with full banking services, but with a distinct employee-group focus and stronger digital-first orientation that highlights the differentiation gap First Choice America faces.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Subsidiaries1 record

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 First Choice America Credit Union