UFirst Federal Credit Union

What UFirst Federal Credit Union does

UFirst Federal Credit Union is a federally chartered, not-for-profit, member-owned cooperative financial institution headquartered at 274 Rugar Street in Plattsburgh, New York, founded in 1971 as SUNY Plattsburgh Federal Credit Union and rebranded to UFirst in 2006 after converting to a community charter in 2002. It serves approximately 10,445 members across Clinton, Essex, and Franklin Counties in New York and Franklin and Grand Isle Counties in Vermont, with branch locations in Plattsburgh (including a campus branch inside SUNY Plattsburgh's Angell College Center) and Champlain; governance is exercised through a volunteer, member-elected Board of Directors and the institution is regulated and insured by the NCUA (NMLS #404987).

The credit union offers a full retail banking and lending suite: deposit products (checking, savings, money market up to 4.00% APY, certificates up to 0.70% APY, youth accounts, Traditional/Roth/SEP IRAs); lending products (auto loans at 4.75% APR, home equity loans at 5.875% APR, mortgages, personal, business, recreational vehicle, "Minute Money" small-dollar, and Student Choice student loans); and cards (Visa debit and an upgraded Visa credit card program). Technology infrastructure is delivered through a Fiserv-powered digital banking platform supporting online banking, a mobile app (iOS/Android) with mobile deposit, card controls, Zelle, bill pay, and digital wallet integration (Apple Pay, Google Pay, Samsung Pay), plus access to the CO-OP ATM network (30,000+ fee-free ATMs) and CO-OP Shared Branching (6,800+ credit unions) for nationwide reach. Member benefits extend to insurance (TruStage), estate planning (Legal Karma), entertainment discounts (Working Advantage, Love My Credit Union Rewards), financial coaching, the U@Work employer-channel financial wellness program, scholarships, and a Member Skilled Workforce Award developed with the Institute of Advanced Manufacturing.

Revenue mechanics rely primarily on net interest income from the loan-to-deposit spread, supplemented by transaction-based service fees (NSF/overdraft $30, wire transfers $15–$35, stop payment $30, card replacement $10) and Visa interchange revenue from debit and credit card volume. Distribution combines direct-to-consumer digital banking with a community-led acquisition model — employer partnerships via U@Work, member referrals, community events, and local sponsorships — and historical growth has been augmented by two completed mergers (Northern Corridor Community FCU in 2009, which doubled the institution's size by adding 2,800+ members, and GP Community Credit Union in 2017).

Name

UFirst Federal Credit Union

Legal name

UFirst Federal Credit Union

Website

https://ufirstfcu.net

Company type

Private

Founded year

1971

Operating status

Operating

Headcount range

11–50 employees

Short description

UFirst Federal Credit Union is a federally chartered, member-owned cooperative serving 10,445+ members across five counties in New York and Vermont with retail banking, lending, and Visa card products delivered through Fiserv-powered digital platforms and CO-OP network partnerships.

Ownership category

akta.pro rank

Product category

Community Banking

NAICS

Credit Unions (52213), Credit Unions (522130)

SIC

Savings Institution, Federally Chartered (6035)

akta.pro primary industry

Community Credit Unions (Retail/Consumer Focus) (FSABAEAA)

akta.pro secondary industry

Bank & Credit Union Personal Loans (Unsecured Installment) (FSAKAAAL)

Keywords

• Community credit union
• Consumer deposit accounts
• Consumer lending services
• Mortgage and home equity
• Member-owned banking

Headquarters

HQ city

Plattsburgh

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Interest Income on Loans: Primary revenue stream from interest charged on auto loans, home equity loans, mortgages, personal loans, business loans, and recreational vehicle loans. Rates vary by product type and member creditworthiness.
2. Service Fees: Fees charged for various account services including NSF ($30), overdraft ($30), wire transfers ($15-$35), stop payments ($30), check copies ($5), statement copies ($10), and dormant account fees ($8/month).
3. Card Interchange Revenue: Revenue from Visa debit and credit card transactions, including foreign transaction fees (2%) on Visa gift cards and travel cards.
4. Deposit Interest Spreads: Income generated from the spread between interest paid on deposits (savings, certificates, money market accounts at rates up to 4.00% APY) and interest earned on loans.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels6 records

Core offering

UFirst Federal Credit Union is a community-chartered, member-owned cooperative that provides retail banking products and services to individuals and small businesses in the North Country region of New York and Vermont. Core offerings include deposit accounts (checking, savings, money market, certificates, IRAs), consumer and commercial lending (auto, personal, business, mortgages, home equity, recreational, student, minute money), Visa debit and credit cards, digital banking through Fiserv-powered online and mobile channels, CO-OP ATM/shared branching access, and member benefit programs such as financial coaching, U@Work employer wellness, and Clover merchant services.

Product overview

UFirst Federal Credit Union offers a comprehensive suite of financial products and services organized into several categories: (1) Deposit Products including Checking Accounts, Savings Accounts, High-Yield Money Market Accounts (up to 4.00% APY), Certificate Accounts (up to 0.70% APY), Youth Accounts, and Retirement Savings (IRAs); (2) Lending Products including Auto Loans (4.75% APR), Personal Loans, Business Loans, Home Mortgages, Home Equity Loans (5.875% APR), Recreational Loans, Minute Money Loans, and Student Loans through Student Choice; (3) Card Products including Visa Debit Cards and Visa Credit Cards with recent program upgrades; (4) Digital Banking Services including Online Banking, Mobile Banking (powered by Fiserv), Card Controls, Financial Calculators, and Account Alerts; (5) Member Benefits including U@Work financial wellness programs, Member Perks with Working Advantage discounts, TruStage Insurance, and Estate Planning through Legal Karma; and (6) Accessibility Services including CO-OP ATM Network (30,000+ ATMs) and CO-OP Shared Branching (6,800+ credit unions). The credit union also provides educational support through scholarships totaling $5,000 and the Member Skilled Workforce Award for trade certifications. All services are tied to their community-chartered mission serving Clinton, Essex, and Franklin Counties in New York plus Franklin and Grand Isle Counties in Vermont.

Differentiator

Problem solved

Functional benefit

Products and services

• Checking Accounts Everyday personal checking accounts for members featuring Visa Debit Card access, online and mobile banking, and Bill Pay services.
• Savings Accounts Personal savings accounts offering tiered interest rates with no minimum balance requirements for individual members.
• High-Yield Money Market Account High-yield savings product providing up to 4.00% APY with tiered rates, no minimum balance requirement, and up to 3 withdrawals per month for member deposits.
• Certificate Accounts Term deposit accounts offering APY up to 0.70% across term lengths ranging from 6 months to 5 years for member savings.
• Youth Accounts (USaver) Youth savings accounts designed to help young members build savings habits and financial literacy from an early age.
• Retirement Savings (IRAs) Individual Retirement Accounts including Traditional, Roth, and SEP IRA options for long-term retirement savings.
• Business Checking Account Commercial checking account with features tailored for business operations and integrated Clover merchant services.
• Auto Loans Vehicle financing for new and used automobiles with APR rates as low as 4.75% for member borrowers.
• Personal Loans Unsecured loans for personal expenses including debt consolidation, with flexible terms and member-rate pricing.
• Business Loans Commercial lending products for business expansion, equipment purchases, and operational capital needs of local member businesses.
• Home Loans (Mortgages) Mortgage financing for home purchases including fixed-rate and adjustable-rate options for primary residences.
• Home Equity Loans Secured loans and lines of credit using home equity as collateral, with APR as low as 5.875% for purposes such as home improvements.
• Recreational Loans Financing for recreational vehicles including boats, RVs, ATVs, and other leisure equipment for members.
• Minute Money Loan Quick, small-dollar loan product with fast approval for short-term member financial needs.
• Student Loans Education financing through partnership with Student Choice, offering loans for undergraduate and graduate studies.
• Visa Debit Card Visa debit card with worldwide acceptance, free transactions, digital wallet tokenization (Apple Pay, Google Pay, Samsung Pay), and card controls for member security.
• Visa Credit Card Visa credit card with recently upgraded program featuring enhanced security, improved online access, and new account management features.
• Mobile Banking Mobile application powered by Fiserv offering real-time balances, money management, transaction viewing, transfers, bill payment, mobile check deposit, alerts, and card management.
• Online Banking Full-featured 24/7 web-based online banking platform for account management, transfers, bill pay, eStatements, and check viewing.
• U@Work Workplace Financial Wellness Program Employer-sponsored workplace financial wellness program providing on-site financial coaching, wellness sessions, and member acquisition at employer partner locations.
• Financial Coaching One-on-one financial counseling sessions to help members work toward their financial goals and make informed decisions.
• Member Perks Program Curated bundle of member benefits including entertainment discounts, insurance offerings, estate planning, foreign currency services, and local attraction savings.
• Merchant Services - Clover Point-of-sale merchant services powered by Clover that enable payment acceptance and business financial management for business members.

Quantifiable outcome

• 10,445 members served
• +3 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature5 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• FiservcoreTechnology or IntegrationFiserv powers UFirst's mobile banking app and online banking platform, providing the technology infrastructure for digital banking services including account access, transfers, bill pay, and mobile deposit.
• CO-OP ATM NetworkcoreTechnology or IntegrationCO-OP ATM Network provides UFirst members access to over 30,000 fee-free ATMs nationwide. This partnership extends member convenience beyond local branches to match large bank ATM networks.
• CO-OP Shared BranchingcoreTechnology or IntegrationCO-OP Shared Branching network provides access to over 6,800 cooperating credit unions nationwide, enabling UFirst members to conduct transactions at any participating credit union as if at their home branch.
• Working AdvantageminorGTM or Marketing PartnerWorking Advantage partnership provides UFirst members exclusive discounts on entertainment, theme parks (Great Escape), sporting events, movie tickets (Regal Cinemas), and shopping through the Working Advantage platform using promo code UFIRSTPERKS.
• TruStage InsuranceminorGTM or Marketing PartnerTruStage Auto and Homeowners Insurance program provides exclusive insurance products and savings for UFirst members including homeowners, renters, auto, life, and AD&D insurance coverage.
• Love My Credit Union RewardsminorGTM or Marketing PartnerPartnership provides UFirst members discounts on products and services from participating companies including Sprint, TurboTax, and ADT through the Love My Credit Union Rewards program.
• Legal KarmaminorStrategic or Co-development PartnerPartnership brings affordable estate planning services to UFirst members through an online platform allowing members to create wills, trusts, and related documents from home.
• ClovercoreTechnology or IntegrationClover merchant services provides payment processing solutions for UFirst business members, enabling point-of-sale transactions and business financial management.
• Student ChoiceminorChannel Partner/ Reseller/ DistributorStudent Choice partnership provides student loan products for UFirst members pursuing higher education through an external lending platform specifically designed for credit union members.
• Local Theme Parks and Entertainment VenuesminorGTM or Marketing PartnerLocal partnerships with Great Escape, North Pole Santa's Workshop, and Enchanted Forest Water Safari provide exclusive discounts to UFirst members on local entertainment options.

Scale indicators7 records

Recent moves10 records

Expansion highlights7 records

Direct peers

• SeaComm Federal Credit Union: Community-chartered federal credit union headquartered in Massena, NY, serving the North Country region of Northern New York. Directly comparable to UFirst in charter type, member-owned cooperative structure, community focus, and rural upstate NY market overlap.
• New England Federal Credit Union: Community-chartered federal credit union serving Northern New York and Vermont with retail banking, lending, and digital channels. Closely comparable charter type, rural upstate geography, and product breadth to UFirst.
• VSECU (Vermont State Employees Credit Union): Vermont-based community credit union offering full-service retail banking, mortgages, and digital services. Comparable to UFirst as a member-owned cooperative serving Vermont/North Country residents with overlapping geographic and product mix.

Broad incumbents

• M&T Bank: Large regional bank with significant upstate New York presence including branches in the North Country. Directly competes with UFirst on consumer and small-business banking, but with a full-service commercial and wealth platform.
• TD Bank: Major national bank with retail branches across upstate New York and Vermont. Competes with UFirst for consumer deposits, mortgages, and small-business banking, but operates at vastly larger scale and a broader product set.
• KeyBank: Large regional bank with branches in upstate New York and across the Northeast. Competitor to UFirst on consumer checking, mortgages, and small-business banking at a substantially larger scale.
• Community Bank, N.A. Large regional commercial bank headquartered in DeWitt, NY, with a branch network spanning upstate New York including the North Country. Competitor to UFirst in deposit and lending products, but offers a broader portfolio (wealth, treasury) far beyond a community FCU's niche.

Regional players

• Adirondack Bank: Independent community bank headquartered in Utica, NY, serving upstate New York communities. Comparable as a community-focused competitor in adjacent upstate markets, though primarily a commercial bank rather than a credit union.
• Glens Falls National Bank and Trust Company: Community bank serving upstate New York including parts of the North Country and Adirondack region. Comparable community-bank competitor in overlapping upstate geographies, competing with UFirst on mortgages and consumer lending.

Others

• Vizo Financial Corporate Credit Union: Corporate credit union providing investment, liquidity, and correspondent services to natural-person credit unions like UFirst. Comparable as a credit-union-system participant but is an enabling infrastructure provider rather than a retail competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/UFirstFCU
• LinkedInlinkedin.com/company/ufirst-federal-credit-union

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles20 records

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 UFirst Federal Credit Union