Priority One Credit Union
Priority One Credit Union is a member-owned cooperative financial institution founded in 1926, serving over 17,000 members with $208 million in assets through three California branches and digital channels. It offers deposits, consumer lending, Visa credit cards, and TruStage insurance to postal, healthcare, government, and community members.
- Company typePrivate
- Founded1926
- HeadquartersSouth Pasadena, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Priority One Credit Union does
Priority One Credit Union is a member-owned cooperative financial institution founded in 1926 in Los Angeles and headquartered in South Pasadena, California. Operating under the credit union charter with NCUA federal deposit insurance, it serves over 17,000 members across an $208 million asset base through three branches in South Pasadena, Los Angeles, and Van Nuys. Membership eligibility is defined by a field-of-membership that includes postal employees from Los Angeles, Riverside, and San Bernardino counties, employees of Providence Health hospitals and the General Services Administration, more than 20 Select Employer Groups, and residents of defined California communities.
The product platform is built on a conventional core banking system delivered through a mobile app (iOS and Android), web-based digital banking, Zelle integration for real-time payments, a 24-hour Millie audio teller phone channel, EZ Pay bill pay powered by Swivelpay, and Visa-branded credit cards. The lending portfolio spans new, used, and classic auto loans (rates as low as 4.75% APR), personal and signature loans, first mortgages, home equity loans and HELOCs, and recreational vehicle loans for RVs, boats, and motorcycles. Deposits include Share Savings, five checking account tiers, money market accounts, and term share certificates including Traditional and Roth IRAs. Insurance products are delivered through a TruStage partnership for auto, home, and life coverage, supplemented by GAP, Mechanical Breakdown Protection, credit life and disability, and AD&D coverage on loans. Distribution is supplemented by access to over 30,000 CO-OP ATMs and 5,000 shared branches nationwide.
The business model is a standard credit union net-interest-spread model: earnings come primarily from interest income on the lending portfolio, supplemented by net interest margin on member deposits, transaction and account fees, interchange from Visa cards, and referral economics from insurance and ancillary partners. Pricing is publicly disclosed with tiered rate sheets, automatic-payment and direct-deposit discounts of up to 0.50%, and a low-fee structure relative to traditional banks. Go-to-market is hybrid: community-led through Select Employer Group and field-of-membership acquisition, paired with a direct-to-consumer digital channel for online account opening, loan applications, and self-service banking.
Priority One Credit Union firmographics
Firmographics- Name
- Priority One Credit Union
- Legal name
- Priority One Credit Union
- Website
- https://priorityonecu.org
- Company type
- Private
- Founded year
- 1926
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Priority One Credit Union is a member-owned cooperative financial institution founded in 1926, serving over 17,000 members with $208 million in assets through three California branches and digital channels. It offers deposits, consumer lending, Visa credit cards, and TruStage insurance to postal, healthcare, government, and community members.
- Ownership category
- akta.pro rank
Priority One Credit Union industry classification
Industry- Product category
- Retail Banking (Credit Union)
- NAICS
- Credit Unions (52213), Credit Card Issuing (522210)
- SIC
- Savings Institution, Federally Chartered (6035)
- akta.pro primary industry
- Community Credit Unions (Retail/Consumer Focus) (FSABAEAA)
- akta.pro secondary industries
- Employer/Occupational Credit Unions (FSABAEAB), Public Sector & Municipal Credit Unions (FSABAEAK)
Keywords
Where Priority One Credit Union is headquartered
LocationHeadquarters
- HQ city
- South Pasadena
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Priority One Credit Union business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Technology or R&D, Marketing or Sales, Others
Revenue model
- Interest Income from Lending: The primary revenue stream comes from interest earned on various loan products including auto loans, home loans (first mortgages, home equity loans, HELOCs), personal loans, recreational vehicle loans (RVs, boats, motorcycles), and credit cards. The credit union offers competitive rates with discounts for automatic payment and direct deposit.
- Fee-Based Income: Service fees including membership fees ($5), monthly account maintenance fees, overdraft fees, ATM fees for non-network usage, wire transfer fees, stop payment fees, and various loan-related fees. Fee schedule varies by account type with some fee waivers for specific account tiers.
- Deposit Interest Spread: Interest earned on member deposits (savings, checking, money market, certificates, IRAs) generates revenue through the spread between lending rates and deposit rates offered to members.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Auto Loans: 4.75% - 6.24% APR depending on vehicle age, term, and discount eligibility |
| Subscription | Monthly | Credit Cards: 12.75% - 19.75% APR depending on card type |
| Subscription | Monthly | Personal Loans: 12.49% APR for signature loans up to $20,000 |
| Subscription | Monthly | Share Savings: 0.05% APY for primary shares |
| Other | Monthly | Money Market: 0.35% - 0.45% APY depending on balance tier |
| Subscription | Monthly | Checking Account Fees: $0 - $15 monthly depending on account type |
| Subscription | Annual | Term Share Certificates: 0.23% - 0.98% APY depending on term and balance |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels4 records
Priority One Credit Union product offering
Product offeringCore offering
Priority One Credit Union is a member-owned, not-for-profit cooperative that delivers consumer banking products and services to individuals in California. Core offerings comprise deposit accounts (checking, savings, money market, term share certificates, IRAs), consumer loans (auto, personal, home equity, mortgages, recreational vehicles), Visa credit cards, and ancillary services including digital/mobile banking, Zelle payments, bill pay, and partner-distributed insurance.
Product overview
Priority One Credit Union offers a comprehensive suite of financial products and services organized around three core pillars: deposit accounts, lending, and member protection services. The deposit portfolio includes Share Savings, multiple checking account tiers (Priority Guard, Premier, Classic, Teen, New Leaf), Money Market Accounts, and Term Share Certificates including Traditional and Roth IRAs. The lending arm covers auto loans (new, used, and classic), personal and signature loans, home mortgages (1st mortgages, home equity loans, and HELOCs), and recreational vehicle loans for RVs, boats, and motorcycles. Member protection products are provided through TruStage for auto and life insurance, alongside GAP, Mechanical Breakdown Protection, Credit Life & Disability, and AD&D insurance. Digital banking is delivered via a mobile app (iOS/Android), Millie Audio Teller (24-hour phone banking), and online bill payment via EZ Pay/Swivelpay. Financial education resources and calculators round out the service offering. The institution serves members in the Los Angeles metro area and beyond through three physical branches, an ATM network, and the CO-OP shared branch network.
Differentiator
Problem solved
Functional benefit
Products and services
- Priority Guard Checking Checking account with no minimum balance requirement, $5.95 monthly service fee ($1.95 for members 65+), Priority Pay overdraft protection up to $1,000, ATM cash withdrawals up to $800/day, plus ID Protect identity protection and cellular telephone protection.
- Premier Checking Interest-bearing checking account requiring $1,000 minimum opening balance with a $12.50 monthly fee waived when balance is maintained, and dividend earnings on balances of $1,000 and above.
- Classic Checking No-monthly-fee checking account with Priority Pay overdraft protection up to $500 and ATM cash withdrawals up to $600/day.
- Teen Checking Checking account for members ages 13–17 with no minimum balance or monthly fees, a debit card with parent oversight, and ATM cash withdrawals up to $200/day.
- New Leaf Checking Second-chance checking account designed to help members rebuild financial fitness and re-establish checking privileges, with $25 minimum opening balance, $15 monthly fee, and the opportunity to regain Priority Pay overdraft protection.
- Share Savings Account The primary share savings account required for credit union membership, requiring a $5 minimum opening deposit plus a one-time $5 membership fee, and earning dividends.
- Priority Youth Club Share Youth savings account for members ages 0–17 with a $5 minimum opening deposit and a one-time $5 membership fee, designed to encourage early savings habits.
- Holiday Club Account Seasonal savings account for setting aside funds for holidays or special events, with automatic payroll deduction capabilities. Funds are automatically transferred to the member's share savings upon maturity in November.
- Money Market Account Tiered-rate money market account requiring a $1,000 minimum opening balance, offering higher dividend rates than regular savings with limited check writing capabilities and full liquidity access; tiers range from 0.35% to 0.45% APY.
- Term Share Certificate (Regular / IRA) Term deposit account with terms from 3 to 60 months, minimum opening deposits starting at $25, and competitive yields that increase with balance and term length; available in regular and IRA variants.
- Youth Term Certificate Certificate account designed for young savers, offering an APY bonus of 0.05%–0.25% above the regular term share APY.
- Traditional and Roth IRAs Tax-deferred retirement savings accounts available in Traditional and Roth options with a $20 minimum opening balance, structured via various term share account options.
- Platinum Visa Credit Card Platinum-tier Visa credit card with competitive variable rates of 12.75% APR and credit limits from $500 to $20,000, suited for bill consolidation and everyday purchases.
- Classic Visa Credit Card Classic-tier Visa credit card with a 16.25% APR and credit limits from $500 to $10,000, suited for building or reestablishing credit.
- Secured Credit Card Credit card secured by the member's own funds, with a 19.75% APR, credit limits from $500 to $5,000, designed to build credit worthiness with the ability to convert to a regular credit card.
- New Auto Loan Financing for new vehicles (models up to 3 years old) with financing up to 130% of MSRP plus tax and license, terms up to 84 months, and rates as low as 4.75% APR.
- Used Auto Loan Financing for used vehicles up to 130% of retail value plus tax and license, available for models up to 11 years old.
- Classic Auto Loan Financing for classic/collectible vehicles up to 100% of appraised value, with optional Mechanical Breakdown Insurance, Guaranteed Auto Protection, and loan protection coverage.
- Personal / Signature Loan Unsecured personal loan for purposes such as debt consolidation, car repairs, vacations, and bill payment, with borrowing up to $20,000, terms up to 60 months, and rates as low as 12.49% APR.
- Emergency Loan Unsecured emergency loan with borrowing up to $5,000, maximum 36-month term, fixed rate, and up to 90 days to make the first payment.
- Share-Secured Loan Loan borrowed against the member's own savings balance, with APR equal to the dividend rate plus 4%, allowing members to borrow while continuing to earn dividends on their savings.
- Certificate Secured Loan Loan secured by a share certificate with APR equal to the dividend rate plus 3%, offering lower rates than unsecured loans.
- Personal + Pink Loan Vehicle title-secured personal loan with terms up to 60 months, offering a 3% discount for vehicles 2014 or newer and a 2% discount for vehicles 2007–2013.
- Quickline (Credit Line) Open-end line of credit with limits up to $15,000, lower rates than most credit cards, overdraft protection for checking accounts, and easy access via the mobile app or Millie Audio Teller.
- 1st Mortgage Fixed and adjustable-rate mortgage loans with terms up to 30 years, including government loans, jumbo loans, first-time homebuyer programs, and interest-only options.
- Home Equity Loan Home equity loan for improvements or major financial needs with competitive fixed rates, borrowing up to $200,000, repayment terms up to 15 years, and up to 80% loan-to-value.
- HELOC (Home Equity Line of Credit) Home equity line of credit with lines from $5,000 to $200,000, no annual fee, low adjustable rate, interest-only payments for the first 5 years, a 5-year draw period, and easy access via checks or transfers.
- New RV Loan Financing for new recreational vehicles with flexible terms up to 180 months, up to 90% of MSRP plus tax, license, and dealer accessories. Optional Mechanical Breakdown Insurance and GAP coverage available.
- Used RV Loan Financing for used recreational vehicles up to 75% of retail value plus tax, license, and dealer accessories.
- New Boat Loan Financing for new boats including jet skis and wave runners (models up to 3 years old) with terms up to 180 months, up to 90% of MSRP plus tax, license, and dealer accessories.
- Used Boat Loan Financing for used boats and jet skis (models up to 7 years old) up to 75% of wholesale value plus tax, license, and dealer accessories. Boat titles must be registered in the borrower's state.
- New Motorcycle Loan Financing for new motorcycles, off-road bikes, and ATVs with terms up to 84 months and financing up to 100% of MSRP plus tax, license, and dealer accessories.
- Used Motorcycle Loan Financing for used motorcycles and ATVs with terms up to 60 months and financing up to 100% of retail value plus tax, license, and dealer accessories.
- TruStage Auto Insurance Auto insurance accessed through Priority One membership via TruStage, offering 24-hour claims service, fast appraisals, guaranteed auto repairs, and competitive rates for member households.
- TruStage Life Insurance Life insurance accessed through Priority One membership via TruStage, exclusively available to credit union members, with savings and benefits across home, auto, and life coverage.
- Guaranteed Auto Protection (GAP) Vehicle protection product that pays the difference between the insured vehicle's value and the insurance settlement if the vehicle is stolen or totaled, with the premium added to the loan payment.
- Mechanical Breakdown Protection (MBP) Coverage for new or qualified used vehicles that addresses many repairs beyond the manufacturer's warranty, available to add to auto loans.
- Credit Life & Disability Insurance Insurance that protects family members against unexpected loan debt by adding credit life and disability coverage to the loan.
- Accidental Death & Dismemberment (AD&D) Low-cost insurance coverage for members against accidents, offered through group purchasing power for the entire credit union membership.
- Mobile and Online Digital Banking Digital banking application available via iOS App Store and Google Play, providing 24/7 account access, money transfers, Zelle payments, loan applications, mobile check deposit, and account management.
- Millie Audio Teller (Phone Banking) 24-hour automated telephone banking system accessible by touch-tone phone, allowing members to check balances, transfer money, make loan payments, and access other account services without internet.
- EZ Pay (Bill Payment) Online and mobile bill payment service powered by Swivelpay, integrated into the Priority One digital banking platform for managing recurring and one-time bill payments.
- Branch and ATM Network Physical branch locations in South Pasadena (Main Office), Los Angeles, and Van Nuys, California, plus deposit-taking ATMs at each branch, non-branch ATMs at partner medical centers, and access to the CO-OP shared branch and ATM network.
- Financial Calculators Suite of online financial calculators including loan payment, loan affordability, bi-weekly mortgage payment, savings, recurring deposit, and mortgage refinance calculators.
Quantifiable outcome
- $208 million in assets under management serving over 17,000 members
Companies that use Priority One Credit Union
Customer profileNamed customers5 records
Segments5 records
Ideal customer profiles5 records
Priority One 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
Feature3 records
Priority One Credit Union partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- TruStagecoreTruStage provides auto, home, and life insurance products exclusively available to Priority One Credit Union members. The partnership offers members discounted rates and convenient access to insurance coverage that can be added to loans or purchased separately. TruStage is a trusted insurance provider working with credit unions nationwide.
- Early Warning Services (Zelle)coreEarly Warning Services, LLC owns and operates Zelle, the real-time payment network integrated into Priority One's digital banking platform. Members can send and receive money instantly through Zelle with no fees, directly from their Priority One accounts.
- CO-OP Shared Branches and ATMscoreCO-OP Credit Union network provides Priority One members access to over 30,000 ATMs and 5,000 shared branches nationwide. This partnership extends the credit union's physical footprint far beyond its three California branches, enabling members to bank conveniently while traveling.
- Universal Auto SalesminorUniversal Auto Sales provides Priority One members with vehicle appraisal, competitive offers, trade-in pickup, and vehicle delivery services. This partnership enhances the auto loan experience by offering convenient car-buying support to members applying for auto financing.
- Sallie MaeminorSallie Mae student loan products are referenced on Priority One's website as a resource for members seeking higher education financing. Priority One links to Sallie Mae's student loan landing page for members needing educational funding beyond what the credit union offers.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Priority One Credit Union competitors and assessment
Company assessmentBroad incumbents
- Patelco Credit Union: Large California-based community credit union serving residents and select employer groups; broader and older charter than Priority One with a comparable mix of community and Select Employer Group membership and full-service banking.
- America First Credit Union: Large community/employer-based credit union with a comparable full retail product set (checking, auto, mortgage, credit cards, insurance); relevant scale benchmark for the upper end of the trajectory Priority One could pursue through organic and partner-driven growth.
- Wescom Central Credit Union: Southern California community credit union operating across multiple branches with a similar full-service product suite (deposits, auto, mortgage, credit cards); shares geographic overlap and community-charter characteristics, though at substantially greater scale.
- BCU (Baxter Credit Union): Skokie-based employer-affinity credit union serving employees of healthcare and other partner companies; directly comparable Select Employer Group acquisition model and full retail deposit/lending product set.
- UNIFY Financial Credit Union: Large national employer-affinity credit union with multiple select employer group relationships and a comprehensive digital platform; peer in modeling employer-driven member acquisition scaled through partnership channels rather than geographic expansion.
- Boeing Employees Credit Union (BECU): Large affinity/employer-based credit union originating from Boeing employees and now open to broader community; classic comparable for the credit-union model of converting a narrow employer charter into a wider community field of membership.
- SchoolsFirst Federal Credit Union: California's largest credit union serving school employees and their families; materially larger than Priority One but a directly comparable employer/affinity-based community credit union operating in Southern California with full deposit, lending, and insurance product sets.
Regional players
- California Credit Union (Cal Coast): California-based community credit union serving select employer groups and residents; structurally comparable as an employer-group and community-charter credit union offering the same deposit, lending, and digital-banking products in overlapping Southern California geography.
- Kinecta Federal Credit Union: Southern California community credit union with select employer group relationships and full-service consumer banking; geographic peer with overlapping employer-group acquisition strategy and similar product mix.
Direct peers
- First Entertainment Credit Union: Hollywood, California-based credit union serving entertainment industry employees via Select Employer Group structure with comparable deposit, lending, and insurance products; the closest affinity-based CU analog to Priority One's USPS/Providence employer-group model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Priority One Credit Union social profiles
Digital presencePriority One Credit Union compliance and trust
Trust signalCompliance2 records
Priority One Credit Union financial estimates
Financial estimateRevenue estimate
Valuation estimate
Priority One Credit Union leadership team
Management profileNumber of profiles
Profiles1 record
Priority One Credit Union funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Priority One 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 Priority One Credit Union
What does Priority One Credit Union do?
Priority One Credit Union is a member-owned, not-for-profit cooperative that delivers consumer banking products and services to individuals in California. Core offerings comprise deposit accounts (checking, savings, money market, term share certificates, IRAs), consumer loans (auto, personal, home equity, mortgages, recreational vehicles), Visa credit cards, and ancillary services including digital/mobile banking, Zelle payments, bill pay, and partner-distributed insurance.
Is Priority One Credit Union a public or private company?
Priority One Credit Union is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Priority One Credit Union founded?
Priority One Credit Union was founded in 1926. It employs 11 to 50 people.
Where is Priority One Credit Union based?
Priority One Credit Union is headquartered in South Pasadena, United States, in the North America region.
How does Priority One Credit Union make money?
Three revenue lines are on record. Interest Income from Lending is the primary driver. The others are fee-Based Income and deposit Interest Spread.
Who are Priority One Credit Union's main competitors?
Broad incumbents on record are Patelco Credit Union, America First Credit Union, Wescom Central Credit Union, BCU (Baxter Credit Union), UNIFY Financial Credit Union, Boeing Employees Credit Union (BECU) and SchoolsFirst Federal Credit Union. Regional players are California Credit Union (Cal Coast) and Kinecta Federal Credit Union. First Entertainment Credit Union is listed as a direct peer.
Does Priority One Credit Union have an API?
No public API is recorded for Priority One Credit Union.
What industry is Priority One Credit Union in?
Priority One Credit Union's product category is Retail Banking (Credit Union). Its primary akta.pro industry code is FSABAEAA, Community Credit Unions (Retail/Consumer Focus), with a secondary code of FSABAEAB, Employer/Occupational Credit Unions. Its NAICS code is 52213 and its SIC code is 6035.