Heartland Credit Union

Credit Union Trade Association Servicesheartlandcua.org

Heartland Credit Union is a non-profit credit union trade association serving member credit unions across five U.S. states with compliance tools, training, advocacy, and fee-based solutions delivered through its Cornerstone Resources subsidiary.

Company typePrivate
Founded2016
HeadquartersOverland Park, United States
Headcount11–50
GTM typeB2B
OfferingServices

What Heartland Credit Union does

Heartland Credit Union is a non-profit trade association serving credit unions, headquartered in Overland Park with a member footprint spanning five states (Texas, Oklahoma, Kansas, Missouri, and Arkansas) per the Cornerstone League operational data. The organization delivers a multi-product service platform organized around six pillars: Development (training, certification, and conferences), Advocacy (legislative and regulatory representation including five state PACs), Member Services (compliance assistance via InfoSight360, CU PolicyPro, RecoveryPro, QuickComply; ALM tools; research and statistics; small credit union support), Solutions (fee-based compliance, audit, information security, ALM, talent search, and shared branching delivered through the Cornerstone Resources subsidiary), Foundation (financial wellness, credit union development, disaster relief), and Engagement (chapters, councils, sister societies, young professionals, Hispanic outreach). Revenue is generated through three primary streams: tiered annual membership dues (priced by credit union asset size), registration and certification fees for training and development programs (FiCEP, cuLEAD360, Southwest Credit Union Management School), and managed-services fees through Cornerstone Resources.

Heartland Credit Union firmographics

Firmographics

Name: Heartland Credit Union
Legal name: Cornerstone League
Website: https://heartlandcua.org
Company type: Private
Founded year: 2016
Operating status: Operating
Headcount range: 11–50 employees
Short description: Heartland Credit Union is a non-profit credit union trade association serving member credit unions across five U.S. states with compliance tools, training, advocacy, and fee-based solutions delivered through its Cornerstone Resources subsidiary.
Ownership category
akta.pro rank

Heartland Credit Union industry classification

Industry

Product category: Credit Union Trade Association Services
NAICS: Professional Organizations (81392)
SIC: Services-Membership Organizations (8600)
akta.pro primary industry: Federations/Centrals & Cooperative Banking Networks (2nd-Tier Co-ops) (FSABAEAL)

Keywords

Credit union association
Regulatory compliance services
Professional development training
Advocacy services
Membership association

Where Heartland Credit Union is headquartered

Location

Headquarters

HQ city: Overland Park
HQ country: United States
HQ region: North America

Offices1 record

Markets served

Heartland Credit Union business model

Business model

GTM type: B2B
Offering type: Services
Cost components: Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

Membership Dues: Credit unions pay membership dues to belong to the association and access services including compliance tools, advocacy, training, and peer networks.
Training and Development Programs: On-demand training, certification programs (FiCEP), credit union management schools, and webinar network provide revenue through registration fees.
Solution Services: Fee-based consulting services including compliance risk management, audit, information security, ALM, talent search, and shared branching.

Pricing tiers

Model	Billing	Price
Subscription	Annual	Membership-based pricing varies by credit union size

Distribution channels3 records

Marketing channels4 records

Heartland Credit Union product offering

Product offering

Core offering

Heartland Credit Union is a non-profit trade association that serves credit unions through compliance assistance, advocacy, professional development/training, talent solutions, shared branching, asset/liability management tools, and research and statistics. It operates as a membership-based league providing tiered services to member credit unions across multiple U.S. states.

Differentiator

Problem solved

Functional benefit

Products and services

Compliance Assistance (InfoSight360, CU PolicyPro, RecoveryPro)
On-Demand Training and Professional Development (cuLEAD360, Credit Unions 101, Required Training Series)
Extended Education Programs (Southwest Credit Union Management School, FiCEP Certification, cuLEAD Academy)
Risk Management, Compliance & Consulting Solutions
Talent Solutions (Executive Search and Professional Recruiting)
Shared Branching Network
Asset/Liability Management Tools and Resources
Research and Statistics (Peer-to-Peer Reports, CU Performance Reports, Compensation Resources)
J.D. Power (NADA) Vehicle Valuation Tools
Regulatory and Legislative Advocacy Services
Small Credit Union Support Program
Foundation Programs (Financial Wellness, Credit Union Development, Disaster Relief)

Companies that use Heartland Credit Union

Customer profile

Segments2 records

Ideal customer profiles1 record

Heartland Credit Union technology and API

Technology

Technology focussed No

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

Heartland Credit Union partnerships and signals

Strategic signal

Partnerships

Five partnerships are on record, tiered core and supporting.

Cornerstone ResourcescoreOthersCornerstone Resources is the solutions subsidiary providing compliance risk management, audit and consulting, information security, ALM, talent search, and shared branching services to member credit unions.
CU Webinar NetworksupportingTechnology or IntegrationPartner provides live and on-demand webinar options for credit union professional development and training content.
Filene Research InstitutesupportingStrategic or Co-development PartnerCollaborative research partner providing insights on credit union industry trends including Gen Z financial behavior studies and market research.
J.D. Power (NADA)supportingTechnology or IntegrationProvides vehicle valuation tools (NADA values) integrated into member services for credit unions offering auto lending.
Peer Groups and Sister SocietiescoreStrategic or Co-development PartnerCollaborative network including chapters, councils, young professionals groups, and international sister societies fostering peer learning and best practice sharing.

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Heartland Credit Union competitors and assessment

Company assessment

Direct peers

California and Nevada Credit Union Leagues: Joint California-Nevada credit union league offering advocacy, compliance, training, and shared services. Comparable multi-state regional structure with similar revenue mix from dues, training, and subsidiary services.
League of Southeastern Credit Unions (LSCU): Multi-state credit union league serving Alabama, Florida, and Georgia. Directly comparable as a multi-state regional league with similar advocacy, compliance, and member-service portfolio.
Massachusetts Credit Union League: State credit union league providing advocacy, compliance, training, and member solutions to Massachusetts credit unions. Comparable in mission, structure, and revenue model.
MD|DC Credit Union Association: Regional credit union association serving Maryland and District of Columbia credit unions with advocacy, compliance, and member services. Comparable in mission, structure, and product mix to a regional credit union league.
Virginia Credit Union League: State-level credit union league providing compliance, advocacy, training, and league-operated services to Virginia-based credit unions. Closely comparable in business model and offerings.
Northwest Credit Union Association (NWCUA): Regional credit union trade association serving Idaho, Oregon, and Washington. Highly comparable in scope (multi-state regional league), service mix (advocacy, compliance, training, member solutions), and member-base profile to Cornerstone League / Heartland.
Illinois Credit Union League: Single-state credit union league providing advocacy, compliance support, and member services to Illinois credit unions. Comparable as a state-level trade association with a similar advocacy + service portfolio.

Emerging players

CU*Answers: Credit union service organization (CUSO) providing shared technology, core processing, and back-office services to credit unions. Comparable as a cooperative service provider in the credit union ecosystem, though focused on technology rather than advocacy.
CUES (Credit Union Executives Society): National membership organization providing executive education, leadership development, and networking for credit union executives. Comparable as a professional development and training provider serving the credit union industry, partially overlapping with the league's development offerings.

Broad incumbents

America's Credit Unions (CUNA / NAFCU): National trade association formed from the CUNA and NAFCU merger, serving as the umbrella advocacy and compliance body for U.S. credit unions. Directly comparable as a credit union trade association, but operates nationally rather than regionally.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key highlights6 records

Customer concentration

Heartland Credit Union financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Heartland Credit Union leadership team

Management profile

Number of profiles

Heartland Credit Union funding detail

Funding detail

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

Heartland Credit Union M&A and investment

M&A and investment

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Heartland Credit Union

What does Heartland Credit Union do?

When was Heartland Credit Union founded?

Heartland Credit Union was founded in 2016. It employs 11 to 50 people.

Where is Heartland Credit Union based?

Heartland Credit Union is headquartered in Overland Park, United States, in the North America region.

How does Heartland Credit Union make money?

Three revenue lines are on record. Membership Dues are the primary driver. The others are training and Development Programs and solution Services.

Who are Heartland Credit Union's main competitors?

Direct peers on record are California and Nevada Credit Union Leagues, League of Southeastern Credit Unions (LSCU), Massachusetts Credit Union League, MD|DC Credit Union Association, Virginia Credit Union League, Northwest Credit Union Association (NWCUA) and Illinois Credit Union League. Emerging players are CU*Answers and CUES (Credit Union Executives Society). America's Credit Unions (CUNA / NAFCU) is listed as a broad incumbent.

Does Heartland Credit Union have an API?

No public API is recorded for Heartland Credit Union.

What industry is Heartland Credit Union in?

Heartland Credit Union's product category is Credit Union Trade Association Services. Its primary akta.pro industry code is FSABAEAL, Federations/Centrals & Cooperative Banking Networks (2nd-Tier Co-ops). Its NAICS code is 81392 and its SIC code is 8600.