Heartland Credit Union
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
Where Heartland Credit Union is headquartered
LocationHeadquarters
- 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 offeringCore 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 profileSegments2 records
Ideal customer profiles1 record
Heartland Credit Union technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Heartland Credit Union partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and supporting.
- Cornerstone ResourcescoreCornerstone 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 NetworksupportingPartner provides live and on-demand webinar options for credit union professional development and training content.
- Filene Research InstitutesupportingCollaborative research partner providing insights on credit union industry trends including Gen Z financial behavior studies and market research.
- J.D. Power (NADA)supportingProvides vehicle valuation tools (NADA values) integrated into member services for credit unions offering auto lending.
- Peer Groups and Sister SocietiescoreCollaborative 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 assessmentDirect 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 social profiles
Digital presenceHeartland Credit Union financial estimates
Financial estimateRevenue estimate
Valuation estimate
Heartland Credit Union leadership team
Management profileNumber of profiles
Heartland Credit Union funding detail
Funding detailFunding 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 investmentM&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?
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.
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.