TFCU - El Paso

What TFCU - El Paso does

Raiz (operating under the legal entity TFCU - El Paso) is a federally chartered, member-owned credit union founded in 1936 and headquartered in El Paso, Texas, serving individuals and small businesses across El Paso County. Its field of membership includes residents, workers, or worshippers in the county, family members of existing members, and Lifetime Members of the Underserved Communities Foundation; a minimum $5 deposit opens an account. The institution is federally insured by the NCUA and holds Certified CDFI designation from the U.S. Department of the Treasury, supporting its positioning as a community development lender.

The credit union operates a full-service retail banking platform spanning three product pillars: Personal Banking (checking, savings, credit cards, personal/auto/mortgage loans, IRAs), Business Banking (business checking, savings, term loans, commercial real estate loans, revolving credit), and Member Services (digital banking, Zelle P2P payments, insurance, investment services, identity protection, financial education). Core technology consists of a digital banking platform with online and mobile applications, integrated Zelle payments, Mastercard-issued credit and debit cards (including co-branded Spirit Debit Cards linked to local schools, sports teams, and hospitals), and the Allpoint network providing 55,000+ surcharge-free ATM access points globally. Physical branches in El Paso County serve as the in-person distribution backbone.

Revenue is generated primarily through net interest income on consumer and commercial loan portfolios (auto, mortgage, personal, credit card, business), supplemented by fee income from banking services and revenue from investment/advisory services offered to members. The credit union is not publicly traded and raises no venture or private equity capital; it operates as a not-for-profit financial cooperative. Strategic emphasis is on community-rooted member acquisition and retention via the Spirit Debit Card giving program (which donates $0.05 per non-PIN transaction to local high schools and organizations) and continued "Best of the City" regional brand recognition across 2023–2025.

Name

TFCU - El Paso

Legal name

Raiz

Website

https://tfcu.coop

Company type

Private

Founded year

1936

Operating status

Operating

Headcount range

101–250 employees

Short description

Raiz (TFCU - El Paso) is a federally chartered, member-owned credit union founded in 1936, serving individuals and small businesses in El Paso County with full-service consumer and commercial banking, community-branded debit cards, and CDFI-certified community development lending.

Ownership category

akta.pro rank

Headquarters

HQ city

El Paso

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Interest Income from Loans: Primary revenue stream from interest charged on auto loans, personal loans, mortgages, credit cards, and business loans. Rates as low as 4.25% APR for auto loans.
2. Fee Income: Various banking fees including potential charges for account services, loan processing, and other financial services
3. Investment Services: Revenue from investment services offered to members including brokerage and advisory services

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels9 records

Core offering

Raiz (the operating brand of TFCU - El Paso) is a federally chartered credit union providing deposit accounts, consumer loans, mortgages, credit cards, business banking, investment services, and digital/mobile banking to members primarily in El Paso County, Texas. Membership is open to individuals living, working, or worshipping in El Paso County, family members of existing members, and Lifetime Members of the Underserved Communities Foundation, with a minimum $5 deposit to open an account.

Product overview

Raiz is a federally chartered credit union serving El Paso County, offering a comprehensive suite of financial products and services organized into three core pillars: Personal Banking (checking, savings, credit cards, personal loans, and mortgages), Business Banking (business checking, savings, term loans, commercial real estate loans, and revolving credit lines), and Member Benefits (digital/mobile banking, Zelle P2P payments, insurance, investment services, identity protection, and financial education). The product portfolio spans 35+ named offerings including traditional deposit and lending products alongside digitally-delivered services. Key differentiating features include co-branded Spirit Debit Cards (High School, El Paso Rhinos, FC Juárez, El Paso Children's Hospital) that generate charitable donations per transaction, a network of 55,000+ surcharge-free ATMs via the Allpoint partnership, and Mastercard-powered credit and debit cards. The credit union's membership is open to individuals in El Paso County, family members of existing members, or Lifetime Members of the Undersigned Communities Foundation, with a minimum $5 deposit to open an account.

Differentiator

Problem solved

Functional benefit

Products and services

• Personal Loans Unsecured personal loans offered to members for general financial needs, with flexible terms and rates.
• Personal Lines of Credit Revolving credit lines providing flexible access to funds as needed, with interest charged only on amounts drawn.
• Credit Builder Loans Loans designed to help members establish or rebuild credit history by lending against a savings share.
• Share Secured Loans Secured loans where the member's existing Raiz savings account serves as collateral, typically offering lower rates.
• Auto Loans
• Motorcycle Loans
• RV Loans
• Mortgage Loans
• Platinum Mastercard Credit Card
• Raiz Checking Account
• Savings Accounts
• Share Certificate
• Youth Accounts
• IRAs (Individual Retirement Accounts)
• Investment Services
• Spirit Debit Cards
• Business Share Secured Loans
• Business Term Loans
• Business Revolving Line of Credit
• Commercial Real Estate Loans
• Raiz Business Checking
• Business Savings Accounts
• Business Share Certificate
• Digital Banking
• Insurance Services
• Title Services

Quantifiable outcome

• Access to 55,000+ surcharge-free ATMs worldwide
• +2 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

Integration3 records

Feature4 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Allpoint NetworkcoreTechnology or IntegrationPartnership providing access to 55,000+ surcharge-free ATMs worldwide. Allpoint ATMs are conveniently located at major retailers, enabling members to access cash without surcharges wherever they travel.
• El Paso Independent School District (EPISD) High SchoolsminorGTM or Marketing PartnerCommunity partnership through the Spirit Debit Card program. Raiz donates $0.05 to local high schools for every non-PIN transaction made with a Spirit Debit Card, supporting school programs and community organizations.
• El Paso RhinosminorGTM or Marketing PartnerOfficial debit card partner providing branded El Paso Rhinos Spirit Debit Card, enabling fans to support their local hockey team while banking.
• El Paso Children's HospitalminorGTM or Marketing PartnerPartnership offering branded El Paso Children's Hospital Spirit Debit Card, allowing members to show support for the children's hospital through their banking choices.
• FC JuárezminorGTM or Marketing PartnerBinational partnership providing FC Juárez Spirit Debit Card for cross-border community engagement between El Paso and Ciudad Juárez.
• NCUAcoreOthersNational Credit Union Administration, a U.S. Government Agency that federally insures member deposits up to $250,000. This regulatory relationship ensures deposit insurance and oversight.
• Underserved Communities FoundationminorOthersLifetime Members of the Underserved Communities Foundation are eligible for Raiz credit union membership, expanding access to banking services for community members.

Scale indicators3 records

Recent moves5 records

Direct peers

• GECU: Largest credit union in El Paso, Texas, serving the same El Paso County market with very similar consumer and business banking products, making it the most directly comparable competitor to Raiz.
• FirstLight Federal Credit Union: El Paso-based federal credit union providing personal and business banking services to overlapping members in El Paso County; directly competes for the same membership pool.

Regional players

• Vantage Bank Texas: Texas-headquartered community bank with branches across the state including El Paso; competes for similar consumer deposits, mortgage, and small business lending relationships.

Broad incumbents

• Wells Fargo: Major national bank with significant El Paso retail branch presence and full consumer/business banking, mortgage, and lending franchises; competes broadly for the same household and small business relationships.
• Bank of America: Large national bank with El Paso branches offering checking, savings, mortgages, credit cards, and small business lending; a broad incumbent on the same consumer value chain.
• JPMorgan Chase: National bank with expanding El Paso presence offering full-service consumer and business banking plus mortgage origination; an incumbent competing for primary banking relationships across the same segments.
• Randolph-Brooks Federal Credit Union (RBFCU): One of the largest credit unions in Texas with digital-first banking, similar full-spectrum lending, and deposit products; competes for member mind-share especially among El Paso-area employees of partner employers.
• Security Service Federal Credit Union: Large Texas-based federal credit union offering consumer, mortgage, and business banking; relevant as a larger-scale credit union operating in overlapping Texas markets with similar product breadth.
• Pentagon Federal Credit Union (PenFed): National-scale federal credit union providing digital consumer and mortgage products with competitive deposit and loan pricing; a relevant broad incumbent competing for members willing to bank digitally across state lines.

Emerging players

• SchoolsFirst Federal Credit Union: Large California-based credit union organized around educators and schools with strong community-giving and youth-account programs — closely analogous to Raiz's Spirit Debit Card / school partnership community-engagement model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/raiz_us
• YouTubeyoutube.com/channel/UCRo3VpUwV8tq3pkELMLkooQ
• Facebookfacebook.com/Raizfcu
• LinkedInlinkedin.com/company/tfcu-el-paso
• Instagraminstagram.com/raiz.us

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

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 TFCU - El Paso