Southeast Financial Credit Union

What Southeast Financial Credit Union does

Southeast Financial Credit Union is a member-owned, not-for-profit financial cooperative founded in 1936 and headquartered in Franklin, Tennessee. The credit union provides a full suite of retail banking products and services across Tennessee, Kentucky, and Mississippi, including deposit accounts (savings, Rewards Checking, certificates, IRAs, money market), lending products (auto, RV, personal, mortgage including manufactured homes, home equity, business), credit cards (Visa Platinum and Visa Signature), and ancillary financial services (wealth management via LPL Financial partnership, auto/home/life insurance, trust and will services). Federal deposit insurance is provided through NCUA. The institution has 101-250 employees and operates physical branches supplemented by digital channels.

The technology stack is a standard community- credit-union digital banking platform: online banking (southeastfinancialob.org), native iOS and Android mobile apps, digital wallet integration (Apple Pay, Google Pay, Samsung Pay), remote deposit capture, bill pay, e-statements, FICO score monitoring, Goal Builder savings tracking, and Money Management tools. The institution relies on third-party core banking and consumer software integrations (Quicken, QuickBooks). No proprietary AI/ML capabilities or advanced data platforms are disclosed in available material.

The business model follows the cooperative credit union playbook: primary revenue derives from net interest income on the loan portfolio (auto, mortgage, personal, home equity, business) funded by member deposits, supplemented by interchange and fees (overdraft protection, Skip-A-Payment $60 processing fee, account-related charges), and partnership referral economics from the LPL Financial wealth management relationship. Distribution combines physical branches with a differentiated B2B acquisition channel called SoutheastFinancial@Work, where credit union staff conduct on-site enrollment at large employer partners (AT&T, State of Tennessee, COSTCO, Bridgestone/Firestone, Williamson Medical Center, JM Smucker, Kraft Foods, Averitt Express, City of Franklin, YMCA of Middle Tennessee, and others), offering membership as a no-cost, no-administration employee benefit. Marketing is executed through the Money Talks Blog, social media, email newsletters, community events (Golf Classic, blood drives, United Way), and seasonal promotional loan campaigns (Sweet Summer Loan, Holiday Loan, Fresh Start Loan).

Name

Southeast Financial Credit Union

Legal name

Southeast Financial Credit Union

Website

https://southeastfinancial.org

Company type

Private

Founded year

1936

Operating status

Operating

Headcount range

101–250 employees

Short description

Southeast Financial Credit Union is a member-owned, not-for-profit financial cooperative founded in 1936, headquartered in Franklin, Tennessee, serving consumers and businesses across Tennessee, Kentucky, and Mississippi with deposit accounts, consumer and mortgage loans, credit cards, and wealth management via a branch and digital banking platform plus employer partnership program.

Ownership category

akta.pro rank

Product category

Retail Banking

NAICS

Credit Unions (522130)

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), Credit Cards & Revolving Credit (FSABAAAC)

Keywords

• Retail banking services
• Consumer lending
• Mortgage financing
• Credit union membership
• Wealth management

Headquarters

HQ city

Franklin

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Interest Income on Loans: The primary revenue stream comes from interest earned on various loan products including vehicle loans, mortgage loans, personal loans, home equity loans, credit cards, and business loans. Loan products include new and used auto loans, RV/vehicle loans, mortgage loans (including manufactured home loans), personal loans, home equity lines of credit, and business loans.
2. Deposit Interest: Interest paid to members on deposit accounts including savings accounts, checking accounts, certificates, IRAs, and money market accounts. Member deposits provide the funding base for lending operations.
3. Fee-Based Services: Various fee-based services including account maintenance fees (waived with eStatements), overdraft protection (Secure Overdraft Solutions/SOS), Skip-A-Payment processing fees ($60 per loan), and potentially other service charges.
4. Credit Card Revenue: Revenue from Visa credit cards including interest income on balances and transaction fees. Purchase Rewards program offers cash back and CURewards points redemption through CURewards Mall.
5. Wealth Management Services: Through partnership with LPL Financial, offering investment services, insurance products (auto, home, life), and trust/will services, generating referral or partnership revenue.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels7 records

Core offering

Southeast Financial Credit Union is a member-owned, not-for-profit cooperative financial institution that provides retail banking products (savings, checking, certificates, IRAs, money market accounts), consumer and business loans (auto, RV, personal, mortgage, home equity, business), Visa credit cards, and wealth management services. Distribution is delivered through branches in Tennessee, digital banking (web and mobile), phone support, and an employer-based enrollment program.

Product overview

Southeast Financial Credit Union offers a comprehensive suite of banking and financial services organized as a single integrated credit union. The core offerings include deposit products (Savings Accounts, Rewards Checking, Certificates, IRAs, Money Market Accounts) and lending products (Car & Truck Loans, Other Vehicle Loans including RVs, Personal Loans with seasonal promotions like Sweet Summer Loan, Mortgage Loans including manufactured homes, Home Equity Loans & Lines of Credit, and Business Loans). The credit union provides a digital banking platform comprising Online Banking, Mobile & Text Banking, and Digital Wallet integration with Apple Pay, Google Pay, and Samsung Pay. Supplementary financial services include Credit Cards (Visa Platinum and Visa Signature with rewards), Southeast Financial Wealth Management (via LPL Financial), insurance products (Auto & Home, Life), Secure Overdraft Solutions, and trust services. Financial wellness tools include Money Management, Goal Builder, Purchase Rewards, FICO Score Program, Skip-A-Payment, and Find A Vehicle. The SoutheastFinancial@Work program delivers a bundled employee benefits package combining multiple products for employer partners.

Differentiator

Problem solved

Functional benefit

Brands

• Southeast Financial Wealth Management: Wealth management services including investment advice, retirement planning, and financial planning offered by Southeast Financial Credit Union
• SoutheastFinancial@Work
• Rewards Checking
• CommUnity

Products and services

• Rewards Checking A checking account offering cash back rewards through the Purchase Rewards program, with no minimum deposit, no balance requirements, and no monthly maintenance fees for members enrolled in eStatements.
• Savings Accounts Standard savings accounts for members to deposit and save funds.
• Certificates Term deposit accounts with special promotional rates on 7 and 11-month terms.
• IRAs Individual Retirement Accounts providing tax-advantaged retirement savings options for members.
• Money Market Accounts Interest-bearing accounts offering higher yields than standard savings with limited check-writing privileges.
• Credit Cards Visa Platinum and Visa Signature credit cards with rewards points, double-points promotions, and travel-related purchase incentives.
• Car & Truck Loans Vehicle financing for new and used automobiles with competitive rates, flexible terms, deferred payments up to 90 days, and financing up to 100% of NADA value plus tax, tags, and title.
• Other Vehicle Loans Financing for RVs and other vehicles beyond standard automobiles with competitive rates.
• Personal Loans Unsecured loans for various purposes including seasonal promotions such as the Sweet Summer Loan, holiday loans, and Fresh Start Loans for members rebuilding credit.
• Mortgage Loans Home purchase and refinance financing including conventional, FHA, VA, USDA loans, and specialized manufactured home loan programs with local decision-making.
• Home Equity Loans & Lines of Credit Secondary financing that uses home equity for home improvements, debt consolidation, or other expenses, typically at lower interest rates than credit cards.
• Business Loans Commercial lending products for small business owners including equipment financing and working capital loans.
• Southeast Financial Wealth Management Investment and wealth management services offered in partnership with LPL Financial, including financial planning, investment management, and retirement planning.
• Auto & Home Insurance Insurance products for protecting vehicles and homes offered as part of the credit union's member benefit package.
• Life Insurance Insurance products providing financial protection for family members in case of death.
• SoutheastFinancial@Work Employer partnership program bundling credit union savings, checking, certificates, IRAs, credit cards, loans, insurance, and financial wellness tools as a no-cost employee benefit for corporate partners.
• Online Banking Digital banking platform providing 24/7 account access, funds transfer, bill pay, e-Statements, and account management through a web browser.
• Mobile & Text Banking iOS and Android smartphone application and text banking services for managing accounts with mobile deposits and account alerts.
• Trust and Will Estate planning services helping members establish trusts and wills.

Quantifiable outcome

• Over $304,000 donated to charitable causes through Golf Classic since 2010
• +3 more outcomes

Named customers13 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature4 records

Partnerships

16 partnerships are on record, tiered core and minor.

• United Cerebral Palsy of Middle TennesseecoreOthers · 1 January 2010Charitable partner since 2010 for the annual Southeast Financial Golf Classic, which has donated over $304,000 to support individuals with cerebral palsy and their families in Middle Tennessee.
• Hope Clinic for WomencoreOthers · 1 January 2010Charitable partner since 2010 for the annual Southeast Financial Golf Classic, which has donated over $304,000 to support women's health services.
• AT&TminorGTM or Marketing PartnerSoutheastFinancial@Work employer partner offering credit union membership as a no-cost, no-administration employee benefit. AT&T employees gain access to Southeast Financial's products and services including savings accounts, loans, and digital banking.
• State of TennesseecoreGTM or Marketing PartnerSoutheastFinancial@Work employer partner offering credit union membership as an employee benefit to state government employees. Demonstrates credibility through government employer partnership.
• Williamson Medical CentercoreStrategic or Co-development PartnerSoutheastFinancial@Work employer partner. Also partnered with CWA Local 3808 for annual Christmas stocking and basket program at Monroe Carell Jr. Children's Hospital Vanderbilt at Williamson Medical Center, supporting pediatric patients during holidays.
• COSTCO WholesaleminorGTM or Marketing PartnerSoutheastFinancial@Work employer partner offering credit union membership as an employee benefit to COSTCO employees.
• YMCA of Middle TennesseeminorGTM or Marketing PartnerSoutheastFinancial@Work employer partner offering credit union membership as an employee benefit to YMCA employees.
• JM Smucker CompanyminorGTM or Marketing PartnerSoutheastFinancial@Work employer partner offering credit union membership as an employee benefit to JM Smucker employees.
• Kraft FoodsminorGTM or Marketing PartnerSoutheastFinancial@Work employer partner offering credit union membership as an employee benefit to Kraft Foods employees.
• Bridgestone/FirestoneminorGTM or Marketing PartnerSoutheastFinancial@Work employer partner offering credit union membership as an employee benefit to Bridgestone/Firestone employees.
• City of FranklinminorGTM or Marketing PartnerSoutheastFinancial@Work employer partner offering credit union membership as an employee benefit to City of Franklin government employees.
• Averitt ExpressminorGTM or Marketing PartnerSoutheastFinancial@Work employer partner offering credit union membership as an employee benefit to Averitt Express employees.
• LPL FinancialcoreStrategic or Co-development PartnerStrategic partnership for Southeast Financial Wealth Management services, providing investment services, financial planning, and related wealth management products to members. Referenced in LPL Financial Form CRS disclosure.
• United WaycoreOthersLong-term charitable partner where employees pledge paycheck deductions to support United Way's health, education, and financial stability initiatives. Employees have donated almost $170,000 over 15 years. Also participate in annual Give Thanks collection drive.
• CWA Local 3808minorOthersLabor union partner for the Monroe Carell Jr. Children's Hospital Vanderbilt at Williamson Medical Center Christmas program, putting together stockings and baskets for children during the holidays.
• Second Harvest Food Bank of Middle TennesseeminorOthersCharitable partner for donation drives, volunteering, and food insecurity support programs. Southeast Financial employees volunteer and members participate in donation drives.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Regional players

• Pinnacle Financial Partners: Tennessee-based bank offering consumer deposits, mortgage, and small-business banking across TN/KY and adjacent states, directly contesting Southeast Financial's regional consumer banking share.
• First Horizon Bank: Tennessee-headquartered commercial bank with retail banking, mortgage, and wealth management services — competes for the same TN/KY/MS consumer and small-business banking relationships.

Emerging players

• SoFi Technologies: Digital-first member-oriented consumer bank offering deposits, personal loans, mortgages, and credit cards — competes for the same digitally-native consumer members that Southeast Financial targets through employer partnerships.
• Alliant Credit Union: National member-owned credit union with strong digital/mobile banking and consumer lending focus — comparable product set and member-cooperative model, but with national vs. regional footprint.

Broad incumbents

• Discover Financial Services: Large direct-to-consumer credit card and personal-loan issuer competing for the same consumer lending wallet that drives Southeast Financial's auto, personal, and Visa card revenue.
• Navy Federal Credit Union: Largest U.S. credit union by assets; while much larger, it competes for the same consumer deposit and lending wallet with a similar member-cooperative model, broad digital capabilities, and auto-loan leadership.

Direct peers

• Veritas Federal Credit Union: Member-owned federal credit union with employer-group acquisition strategy and comparable loan/deposit mix; similar CU charter and product breadth.
• ORNL Federal Credit Union: East Tennessee federal credit union offering deposit, lending, wealth, and digital banking products with similar member-owned cooperative structure and regional Southeast footprint.
• Ascend Federal Credit Union: Tennessee-headquartered, member-owned federal credit union serving Middle Tennessee with deposits, consumer lending, mortgages, and digital banking — directly comparable geography, charter type, and product mix to Southeast Financial.
• Tennessee Valley Federal Credit Union (TVFCU): Tennessee-based member-owned credit union offering consumer loans, mortgages, deposits, and digital banking — highly comparable product, governance, and Southeast geographic profile.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/thencua
• Facebookfacebook.com/southeastfinancialcu
• LinkedInlinkedin.com/company/southeast-financial-credit-union
• Instagraminstagram.com/southeastfinancialcu

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Southeast Financial Credit Union