Via Credit Union
Via Credit Union is a federally chartered, member-owned credit union headquartered in Marion, Indiana, serving individuals, small businesses, and youth/seniors across 12 Indiana counties with deposit, lending, insurance, and investment products through four branches and digital channels.
- Company typePrivate
- Founded1935
- HeadquartersMarion, United States
- Headcount101–250
- GTM typeB2C
- OfferingServices
What Via Credit Union does
Via Credit Union is a federally chartered, member-owned credit union headquartered at 4505 S. Adams Street in Marion, Indiana, founded approximately in 1935 and currently in its 90th year of operation. It operates as a not-for-profit financial cooperative regulated by the NCUA, with deposits insured up to $250,000 and supplemented by Excess Share Insurance. The credit union serves individual members, small businesses, and youth/seniors across 12 Indiana counties (Blackford, Delaware, Grant, Hamilton, Howard, Huntington, Kosciusko, Madison, Miami, Tipton, Wabash, and Wells) through four physical branches in Marion, Hartford City, Gas City, and Warsaw, supported by digital and phone banking channels. President/CEO Cindy Kohlmorgen has led the institution for 35 years, with Deleane Solomon chairing the elected Board of Directors.
The product platform is anchored on ViaConnect, a proprietary online and mobile banking system (powered by Mahalo) that provides account management, bill pay, mobile deposit with up to $225 instant credit, eAlerts, SavvyMoney credit score monitoring, and digital wallet integration with Apple Pay, Google Pay, Samsung Pay, and Garmin Pay. Core offerings include free ViaChecking, membership share savings, Money Market accounts, certificates with 3-71 month terms, Traditional/Roth IRAs, HSAs, and a full consumer lending suite: auto loans at 4.90% APR, mortgages and home equity loans, HELOC, personal loans at 9.99% APR, and VISA credit cards at 10.90% APR. Distribution leverages a network of over 100 participating auto dealerships across Indiana that forward loan applications directly to ViaCU loan officers at point of sale, plus access to 5,000+ CO-OP shared branches and 30,000+ surcharge-free ATMs nationwide. Ancillary services include ViaInsurance Agency (wholly owned subsidiary distributing through Foremost, Progressive, Safeco, and Western Reserve Group) and ViaInvestment Services (transitioned to LPL Financial in May 2025).
The business model generates revenue primarily through loan interest income (approximately $24.8M in 2025), investment income on a $124.6M securities portfolio, and transaction-based fees (overdraft protection at $2/transfer, overdraft privilege at $20/item, safe deposit box rentals). Per the 2025 Annual Report, total income was $34.1M against $583M in assets and $77.2M in net worth, with 5,557 loans originated totaling $143M and $9.7M in dividends returned to members. The credit union also invests in community sponsorships (over $70,000 in 2025) and operates lifecycle programs including Coindexter Club (children under 12), CU Save Teen Club (ages 13-17), CU Seniors (55+), and student branches at local elementary schools to build long-term member relationships.
Via Credit Union firmographics
Firmographics- Name
- Via Credit Union
- Legal name
- Via Credit Union
- Website
- https://viacu.org
- Company type
- Private
- Founded year
- 1935
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Via Credit Union is a federally chartered, member-owned credit union headquartered in Marion, Indiana, serving individuals, small businesses, and youth/seniors across 12 Indiana counties with deposit, lending, insurance, and investment products through four branches and digital channels.
- Ownership category
- akta.pro rank
Via Credit Union industry classification
Industry- Product category
- Retail Banking
- NAICS
- Credit Unions (52213), Depository Credit Intermediation (5221), Credit Card Issuing (522210)
- SIC
- Savings Institution, Federally Chartered (6035), Personal Credit Institutions (6141)
- akta.pro primary industry
- Community Credit Unions (Retail/Consumer Focus) (FSABAEAA)
Keywords
Where Via Credit Union is headquartered
LocationHeadquarters
- HQ city
- Marion
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
Via Credit Union business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure, Others
Revenue model
- Loan Interest Income: Interest income from auto loans, mortgage loans, home equity loans, HELOC, personal loans, and credit cards. In 2025, total loan income was $24,812,372.
- Deposit Account Fees: Monthly maintenance fees ($3) waived with $50 balance, overdraft fees, and various service fees per the fee schedule
- Overdraft Services: Overdraft Protection transfer fees ($2 per transfer) and Overdraft Privilege fees ($20 per item)
- Investment Income: Income from investment portfolio; in 2025, investments totaled $124,622,336 generating investment income
- Dividend Distributions: Returns to members in the form of dividends paid on savings and checking accounts. In 2025, $9,712,217 in dividends were paid to members.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Monthly | Auto Loans starting at 4.90% APR |
| Other | Monthly | Credit Cards at 10.90% APR |
| Other | Monthly | RV and Camper Loans at 4.90% APR |
| Other | Monthly | Personal Loans at 9.99% APR |
| Subscription | Annual | 60-Month Certificate at 4.00% APY |
| Subscription | Monthly | Start Up Certificate at 3.82% APY |
| Transaction based/ take rate | Pay-as-you-go | Overdraft Protection at $2.00 per transfer |
| Transaction based/ take rate | Pay-as-you-go | Overdraft Privilege at $20.00 per item |
| Subscription | Monthly | Money Market Account with boosted rates |
| Unit Pricing | Annual | Safe Deposit Box rental |
Go-to-market motion3 records
Distribution channels7 records
Marketing channels8 records
Via Credit Union product offering
Product offeringCore offering
Via Credit Union is a member-owned, not-for-profit financial cooperative that provides retail banking products and services to individuals, families, small businesses, and youth across 12 Indiana counties. Its core offerings span deposit accounts (checking, savings, money market, certificates, IRA, HSA), consumer and small business lending (auto, mortgage, home equity, HELOC, personal, business loans), VISA credit cards, insurance products through its wholly-owned ViaInsurance Agency, and investment services through LPL Financial.
Product overview
Via Credit Union offers a comprehensive suite of financial products and services primarily focused on consumer and small business banking. The core product is ViaConnect, an integrated online and mobile banking platform that serves as the hub for account management. The deposit product lineup includes ViaChecking (free checking), ViaMembership Shares (primary savings), ViaMoney Market, ViaCertificates (CDs in 3-71 month terms), ViaStart Up Certificate, ViaIRA (Traditional and Roth), and ViaHSA for health savings. Lending products span ViaAuto Loans (with dealership financing and refinancing), ViaMortgage/ViaHome (purchase and refinance), ViaHome Equity Loans, ViaHELOC, ViaPersonal Loans, and ViaVISA Credit Cards (Classic and Platinum Rewards). Ancillary financial services include ViaBill Pay, eAlerts, Mobile Deposit, ViaVoice (phone banking), Overdraft Coverage, Debt Protection, GAP Coverage, Mechanical Breakdown Protection, ViaInsurance, and ViaInvestment Services (via LPL Financial). The CU Save program suite includes Coindexter Club for kids, CU Save Teen Club for teenagers, and CU Seniors program. Supporting services include Safe Deposit Boxes, Direct Deposit, Wire Transfers, Free Notary, Student Branches at local schools, and Digital Wallet integration with Apple Pay, Google Pay, Samsung Pay, and Garmin Pay. The credit union operates branches in Marion, Hartford City, Gas City, and Warsaw, Indiana with access to CO-OP Shared Branches and Alliance One surcharge-free ATMs.
Differentiator
Problem solved
Functional benefit
Brands
- ViaConnect: Online and mobile banking platform for members to manage accounts, view transactions, transfer funds, and pay bills.
- ViaAuto
- ViaHome
- ViaPersonal
- ViaVISA
- ViaSkip
- ViaSavings Jar
- Coindexter Club
- CU Save Teen Club
- CU Seniors
- ViaMoney Market
- ViaCertificates
- ViaIRA
- ViaHSA
- ViaInsurance Agency
- ViaInvestment Services
- ViaStart Up Certificate
Products and services
- ViaChecking
Quantifiable outcome
- Returned $9.7 million in dividends to members in 2025
- +3 more outcomes
Companies that use Via Credit Union
Customer profileSegments4 records
Ideal customer profiles4 records
Via Credit Union technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
Feature5 records
Via Credit Union partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- LPL FinancialcoreIn May 2025, ViaCU's investment program transitioned from CUSO Financial Services to LPL Financial. This allows ViaCU to deliver enhanced investment guidance while leveraging LPL's scale, resources, and stability. Members gain access to enhanced technology, expanded investment solutions, financial planning, and strong service and compliance support.
- Forvis, LLPcoreForvis, LLP performed the audit of consolidated financial statements as of and for the year ended December 31, 2024, issuing an unmodified (clean) opinion dated April 22, 2025.
- Crowe, LLPcoreCrowe, LLP has been retained to perform the audit as of and for the year ended December 31, 2025.
- ViaInsurance Agency CarrierscoreViaInsurance Agency, a subsidiary wholly owned by Via Credit Union, offers insurance products through various well-known carriers including Foremost, Progressive, Safeco, and Western Reserve Group. Products include auto, homeowners, motorcycle, recreational vehicle, watercraft, and other coverage types.
- Participating Auto DealershipscoreOver 100 participating auto dealerships across Indiana (including DeVoe Chevrolet, Ed Martin dealerships, Tom Wood Auto Group, Mike Anderson Chevrolet, and many others) that take credit applications and forward them to ViaCU Loan Officers for quick processing, enabling customers to complete loan documents at the dealership.
- CO-OP Financial ServicescoreViaCU participates in the CO-OP Shared Branching network, providing members access to over 5,000 shared branches coast-to-coast and over 30,000 free ATMs nationwide.
- Alliance One ATMsminorPartnership with Alliance One for surcharge-free ATM access at over 5,200 Alliance One ATMs nationwide.
Scale indicators13 records
Recent moves5 records
Expansion highlights6 records
Via Credit Union competitors and assessment
Company assessmentBroad incumbents
- Old National Bank: Large regional bank with significant Indiana branch presence providing consumer and commercial banking, lending, mortgages, and wealth services. Competes with ViaCU across its Indiana footprint with substantially greater scale and product breadth.
- First Financial Bank: Indiana-headquartered regional bank offering consumer and commercial banking, lending, and wealth management across Indiana and adjacent states. Overlaps with ViaCU's Indiana deposit and lending market, but operates as a for-profit bank with broader geographic reach.
Direct peers
- Indiana Members Credit Union: Large Indiana-based credit union providing consumer and business banking, lending, and investment services to members across central Indiana. Operates with a similar cooperative model and overlapping geographic footprint as ViaCU.
- FORUM Credit Union: Indiana-based member-owned credit union serving central Indiana consumers and businesses with deposits, lending, and digital banking. Closely comparable to ViaCU in mission, regulatory structure, product mix, and Indiana community focus.
- Everwise Credit Union: Indiana-headquartered credit union (formerly Indiana Corporate Federal Credit Union) offering consumer and business banking, lending, and wealth services. Comparable cooperative model, Indiana geographic focus, and full product suite to ViaCU.
- Elements Financial Credit Union: Indiana-based credit union offering consumer banking, mortgages, investments, and business services. Operates with a similar member-owned cooperative model and Indiana geographic footprint as ViaCU.
- Purdue Federal Credit Union: Indiana-based credit union providing consumer banking, lending, and business services. Operates under the same federal credit union charter and NCUA regulatory framework as ViaCU with overlapping Indiana member markets.
- Teachers Credit Union (TCU): Indiana-headquartered credit union offering full-service consumer and business banking, mortgages, and wealth management. Comparable in cooperative ownership model and Indiana community focus, though at significantly larger scale than ViaCU.
- Beacon Credit Union: Indiana community credit union providing consumer deposits, lending, and digital banking. Comparable in member-owned structure, Indiana geographic focus, and community banking orientation to ViaCU.
Regional players
- Merchants Bank of Indiana: Indiana community bank providing consumer and business banking services across central Indiana. Comparable regional focus and community banking orientation, but operates as a for-profit institution with different ownership and capital structure than ViaCU.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Via Credit Union social profiles
Digital presenceVia Credit Union compliance and trust
Trust signalCompliance3 records
Via Credit Union financial estimates
Financial estimateRevenue estimate
Valuation estimate
Via Credit Union leadership team
Management profileNumber of profiles
Profiles12 records
Via Credit Union subsidiaries and ownership
Company hierarchySubsidiaries2 records
Via Credit Union funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Via Credit Union 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 Via Credit Union
What does Via Credit Union do?
Via Credit Union is a member-owned, not-for-profit financial cooperative that provides retail banking products and services to individuals, families, small businesses, and youth across 12 Indiana counties. Its core offerings span deposit accounts (checking, savings, money market, certificates, IRA, HSA), consumer and small business lending (auto, mortgage, home equity, HELOC, personal, business loans), VISA credit cards, insurance products through its wholly-owned ViaInsurance Agency, and investment services through LPL Financial.
Is Via Credit Union a public or private company?
Via Credit Union is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Via Credit Union founded?
Via Credit Union was founded in 1935. It employs 101 to 250 people.
Where is Via Credit Union based?
Via Credit Union is headquartered in Marion, United States, in the North America region.
How does Via Credit Union make money?
Five revenue lines are on record. Loan Interest Income is the primary driver. The others are deposit Account Fees, overdraft Services, investment Income and dividend Distributions.
Who are Via Credit Union's main competitors?
Broad incumbents on record are Old National Bank and First Financial Bank. Direct peers are Indiana Members Credit Union, FORUM Credit Union, Everwise Credit Union, Elements Financial Credit Union, Purdue Federal Credit Union, Teachers Credit Union (TCU) and Beacon Credit Union. Merchants Bank of Indiana is listed as a regional player.
Does Via Credit Union have an API?
No public API is recorded for Via Credit Union.
What industry is Via Credit Union in?
Via Credit Union's product category is Retail Banking. Its primary akta.pro industry code is FSABAEAA, Community Credit Unions (Retail/Consumer Focus). Its NAICS code is 52213 and its SIC code is 6035.