Utah First
Utah First Federal Credit Union is a not-for-profit, member-owned financial cooperative serving 40,000+ members across 11 Utah branches, offering consumer and business deposits, mortgages, HELOCs, auto loans, and SBA financing anchored by a judgment-free service philosophy.
- Company typePrivate
- Founded1935
- HeadquartersSalt Lake City, United States
- Headcount101–250
- GTM typeB2B and B2C
- OfferingServices
What Utah First does
Utah First Federal Credit Union is a member-owned, not-for-profit financial cooperative headquartered at 200 E South Temple, Salt Lake City, Utah, operating 11 physical branches across the state and serving more than 40,000 members. Founded on July 23, 1935 as Utah German American Federal Credit Union by German immigrants who were denied bank loans, the institution rebranded to its current name in 1996 and has received the Raddon Crystal Performance Award (top 2-3% of credit unions) for 12 consecutive years. Its core business spans consumer deposits (Personal Checking, Personal Savings, Money Market, Certificate Accounts, Youth Checking ages 6-17), consumer lending (auto loans including a judgment-free "all credit types" program, personal loans, debt consolidation, RV and boat loans), residential real estate (FHA, Conventional, VA, USDA, Jumbo, Construction, HELOC with fixed-rate lock and Visa card integration, Home Equity Advantage), and small-business banking (Business Checking tiers, Business Platinum Rewards Visa, SBA 7(a) and 504 preferred-lender status, commercial real estate, equipment, and merchant services).
The credit union operates a multi-channel distribution model combining branches, a mobile app on iOS and Android with 60+ customizable alerts, mobile check deposit, Zelle integration, online banking at utahfirst.com, CO-OP Shared Branch access nationwide, and 24/7 live phone support at (800) 234-0729. Its revenue is generated primarily through net interest income on the loan portfolio, supplemented by transaction-based fee income (Courtesy Pay overdraft at $14.95 cited as lowest in Utah), credit card interchange on the Orange Platinum Visa and Business Platinum Rewards Visa, and merchant services payment-processing fees. Marketing is community-led, anchored by the Utah First Credit Union Amphitheatre naming-rights sponsorship with Live Nation, the Hometown Heroes recognition program, a $30,000 Music Scholarship partnership with Southern Utah University, and a Cooperative membership pathway through Community Volunteers of Utah.
Pricing positions the credit union competitively against both large national banks and other Utah credit unions: certificate APYs up to 4.00%, money market APYs up to 3.90% on $1M balances, 5-year auto loans at 3.50% APR (with 0.25% Personal Checking discount), HELOC intro of 5.15% for six months, and a flagship credit card at 11.9% fixed APR with no annual fee. The institution's stated competitive thesis is a "judgment-free" service philosophy aimed at credit-challenged borrowers and an underserved Utah community, returning surplus to members through better rates and lower fees rather than external shareholder returns.
Utah First firmographics
Firmographics- Name
- Utah First
- Legal name
- Utah First Federal Credit Union
- Website
- https://utahfirst.com
- Company type
- Private
- Founded year
- 1935
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Utah First Federal Credit Union is a not-for-profit, member-owned financial cooperative serving 40,000+ members across 11 Utah branches, offering consumer and business deposits, mortgages, HELOCs, auto loans, and SBA financing anchored by a judgment-free service philosophy.
- Ownership category
- akta.pro rank
Utah First industry classification
Industry- Product category
- Community Banking
- NAICS
- Credit Unions (52213), Credit Card Issuing (52221)
- 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
Where Utah First is headquartered
LocationHeadquarters
- HQ city
- Salt Lake City
- HQ country
- United States
- HQ region
- North America
Offices12 records
Markets served
Utah First business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Net Interest Income: Primary revenue source from spread between interest earned on loans (auto, mortgage, personal, RV, boat, business loans) and interest paid on deposits (checking, savings, money market, certificates). Credit union model returns profits to members through better rates.
- Fee-based Income: Overdraft/Courtesy Pay fees ($14.95-$17.95), monthly maintenance fees (waivable), and other account service fees.
- Credit Card Interchange: Revenue from Orange Platinum Visa and Business Platinum Rewards Visa credit card transactions.
- Merchant Services: Payment processing services for business members including credit/debit card processing fees.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Personal Checking: $6.95/month (waivable) |
| Subscription | Monthly | Personal Savings: 0.05-0.10% APY |
| Subscription | Monthly | Money Market: 0.50-3.90% APY |
| One time/ perpetual license | Multi-year contract | Certificate Accounts: 3.85-4.00% APY |
| Subscription | Multi-year contract | Auto Loans: 3.50-7.74% APR |
| Subscription | Multi-year contract | Signature/Personal Loans: 12.75-15.99% APR |
| Subscription | Monthly | Orange Platinum Visa: 11.9% Fixed APR |
| Hybrid | Monthly | HELOC: Variable 5.15% intro, 7.25% standard; Fixed from 5.99% |
| Subscription | Monthly | Home Mortgages: 5.500-6.500% (Fixed) |
| Transaction based/ take rate | Pay-as-you-go | Courtesy Pay: $14.95 per transaction |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels6 records
Utah First product offering
Product offeringCore offering
Utah First Credit Union is a member-owned financial cooperative that provides personal and business banking products, including checking accounts, savings accounts, money market accounts, share certificates, consumer loans (auto, personal, and home mortgage), credit cards, and business banking services. It operates 11 branch locations across Utah and serves members through in-branch, online, and mobile banking channels.
Product overview
Utah First Credit Union operates as a full-service financial institution offering a unified portfolio of banking and lending products organized around personal banking, business banking, mortgages, and loans. The personal banking suite includes Personal Checking with Orange Rewards points, Personal Savings, Money Market, Certificate Accounts, Courtesy Pay overdraft protection, and Youth Checking for members ages 6-17. On the lending side, the credit union offers Auto Loans (including judgment-free options for all credit types and refinancing), Personal Loans, Debt Consolidation Loans, RV Loans, Boat Loans, and Payment Protection (including GAP insurance). The mortgage suite spans Home Mortgages (FHA, Conventional, VA, USDA, Jumbo, Construction, Clean Slate), Home Equity Line of Credit (HELOC) with variable and fixed-rate lock options, Home Equity Advantage fixed-rate loans, and Residential Construction Loans. Business banking includes Business Checking (Basic, Dividend, and Nonprofit tiers), Business Platinum Rewards Visa, Business Money Market, Business Construction Loans, SBA Loans, Commercial Real Estate Loans, Equipment Loans, and Merchant Services. Digital Banking serves as the cross-cutting digital access platform with mobile app, Budget Tool, and Credit Intelligence features.
Differentiator
Problem solved
Functional benefit
Products and services
- Checking Accounts Transaction account for individual members to manage everyday deposits, withdrawals, and payments.
- Savings Accounts Interest-bearing deposit account for individual members to accumulate savings.
- Money Market Accounts Higher-yield deposit account for individual members seeking tiered interest rates with liquidity.
- Share Certificates Term deposit product for individual members seeking fixed-rate returns over a defined maturity period.
- Home Mortgage Loans Residential real estate financing for individual members purchasing or refinancing homes.
- Auto Loans Vehicle financing for individual members purchasing new or used cars.
- Personal Loans Unsecured installment loans for individual members for general personal financing needs.
- Credit Cards Revolving credit product for individual members for everyday purchases and short-term financing.
- Business Banking Services Deposit, lending, and cash management services for small and mid-sized business members operating in Utah.
Quantifiable outcome
- 12 consecutive Crystal Performance Awards, placing Utah First in top 2-3% of credit unions nationally
- +2 more outcomes
Companies that use Utah First
Customer profileNamed customers4 records
Segments5 records
Ideal customer profiles2 records
Utah First technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature4 records
Utah First partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered flagship, core and minor.
- Live NationflagshipOfficial sponsor of the Utah First Credit Union Amphitheatre (renamed from USANA Amphitheatre). Partnership includes exclusive concert ticket presales for members, VIP entrance for Orange Platinum cardholders, and Hometown Heroes recognition program at the venue.
- Southern Utah University (SUU)corePartnership for $30,000 Music Scholarship program ($20K winner + $10K runner-up) for prospective music majors. Scholarship funds applied directly to SUU tuition and education expenses. Includes opportunity to perform live at Utah First Amphitheatre.
- CO-OP Shared Branch NetworkcoreNetwork of hundreds of credit unions allowing members to conduct transactions nationwide as if at their home branch. Utah First members can access accounts at any participating CO-OP location.
- Community Volunteers of Utah (CVofU)minorMembership eligibility partner. Utah residents who are members of CVofU qualify for credit union membership, expanding access to underserved communities.
- TruStage InsuranceminorInsurance products offered through TruStage for credit life, disability, and unemployment protection.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Utah First competitors and assessment
Company assessmentDirect peers
- BECU (Boeing Employees Credit Union): Washington-based community credit union with over $25B in assets serving a broad membership base across the Western U.S. Similar member-owned cooperative model and comparable product mix including consumer loans, mortgages, and business banking.
- Alliant Credit Union: Large, online-led credit union with a national membership base, offering checking, savings, auto loans, mortgages, and credit cards. Comparable product portfolio and direct-to-consumer value proposition, with a stronger digital-first model.
- Patelco Credit Union: Northern California-based community credit union offering consumer banking, mortgages, and wealth management. Similar member-owned structure and comparable size, with overlapping consumer lending and deposit products.
- Mountain America Credit Union: Utah-headquartered credit union with over $20B in assets and 100+ branches across Utah, Idaho, Arizona, Nevada, Washington, and New Mexico. Overlaps heavily with Utah First on consumer, mortgage, and small business banking in the Salt Lake City and Wasatch Front markets.
- Goldenwest Credit Union: Utah-based community credit union with a similar full-service consumer and business banking model. Comparable size and member profile, competing directly in northern Utah markets.
- Deseret Federal Credit Union: Utah-based community credit union offering checking, savings, loans, mortgages, and business banking. Smaller direct competitor serving overlapping Utah consumer and small business segments.
- SchoolsFirst Federal Credit Union: California-based community credit union serving education professionals and their families, with a full-service consumer and mortgage platform. Comparable member-focused, community-based cooperative model with a similar product portfolio.
- America First Credit Union: The largest credit union in Utah, headquartered in Riverdale, with over $20B in assets and 100+ branches across Utah, Idaho, Arizona, and Nevada. Directly competes with Utah First in the same Salt Lake City and broader Utah market for consumer, mortgage, and business banking.
Broad incumbents
- Zions Bank: Large regional commercial bank headquartered in Salt Lake City, offering consumer and commercial banking across Utah and the Western U.S. Overlaps with Utah First on consumer deposits, mortgages, and small business lending, but with a broader geographic and corporate banking footprint.
- PenFed Credit Union: National credit union with a broad membership base, offering consumer and business banking, mortgages, auto loans, and credit cards. Larger scale and broader product suite than Utah First, with overlapping personal loan and mortgage offerings.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Utah First social profiles
Digital presenceUtah First financial estimates
Financial estimateRevenue estimate
Valuation estimate
Utah First leadership team
Management profileNumber of profiles
Utah First funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Utah First M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Utah First
What does Utah First do?
Utah First Credit Union is a member-owned financial cooperative that provides personal and business banking products, including checking accounts, savings accounts, money market accounts, share certificates, consumer loans (auto, personal, and home mortgage), credit cards, and business banking services. It operates 11 branch locations across Utah and serves members through in-branch, online, and mobile banking channels.
Is Utah First a public or private company?
Utah First is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Utah First founded?
Utah First was founded in 1935. It employs 101 to 250 people.
Where is Utah First based?
Utah First is headquartered in Salt Lake City, United States, in the North America region.
How does Utah First make money?
Four revenue lines are on record. Net Interest Income is the primary driver. The others are fee-based Income, credit Card Interchange and merchant Services.
Who are Utah First's main competitors?
Direct peers on record are BECU (Boeing Employees Credit Union), Alliant Credit Union, Patelco Credit Union, Mountain America Credit Union, Goldenwest Credit Union, Deseret Federal Credit Union, SchoolsFirst Federal Credit Union and America First Credit Union. Broad incumbents are Zions Bank and PenFed Credit Union.
Does Utah First have an API?
No public API is recorded for Utah First.
What industry is Utah First in?
Utah First's product category is Community Banking. Its primary akta.pro industry code is FSABAEAA, Community Credit Unions (Retail/Consumer Focus), with a secondary code of FSAKAAAL, Bank & Credit Union Personal Loans (Unsecured Installment). Its NAICS code is 52213 and its SIC code is 6141.