South Florida Federal Credit Union

What South Florida Federal Credit Union does

South Florida Federal Credit Union is a federally chartered, NCUA-insured community credit union operating as a division of Guardians Credit Union since its October 1, 2019 merger. Founded in 1947 as Pratt Hospital Credit Union to serve VA Hospital employees in Coral Gables, it has expanded its field of membership through multiple mergers to include employees of UM Hospital and other Select Employee Groups, members of the Jewish Orthodox Community in South Florida, and residents of designated areas of Miami-Dade County. The institution serves both individuals and small businesses through six branch locations spanning Miami-Dade, Palm Beach, Martin, and St. Lucie counties, complemented by the Co-op Shared Branching network for nationwide ATM and branch access.

The core technology platform is Guardians One, a unified digital banking suite comprising Guardians One Online Banking (web) and Guardians One Mobile Banking (iOS/Android with facial-recognition login, mobile check deposit, and ATM locator). The platform is augmented by Guardians One CardControl (real-time card controls, alerts, and location-based restrictions), SavvyMoney-powered credit score monitoring, Zelle person-to-person payments via Early Warning Services integration, and Fiserv-powered online loan applications. Loan origination, deposits, and account servicing are delivered through this digital layer on top of traditional credit union operations.

The revenue model is a standard cooperative financial institution structure: net interest income from vehicle loans (auto, motorcycle, boat, RV starting at 4.49% APR), home equity products (HELOC and fixed second mortgage up to $450,000), personal loans, mortgages via CUMA partnership, and credit cards forms the primary revenue stream. Fee-based services include identity protection ($1.50/month), safe deposit boxes, wire transfers, and the $15/month Elite Business Advantage checking bundle. Distribution is community-led (healthcare employee groups, Jewish Orthodox Community, Miami-Dade residents, SEGs) combined with direct-to-consumer online loan origination, supported by third-party referral revenue from TruStage insurance, LPL Financial investment products, and Sallie Mae student loans. Membership is acquired for a $25 opening deposit in a Share Savings account.

Name

South Florida Federal Credit Union

Legal name

South Florida FCU, A Division of Guardians Credit Union

Website

https://southfloridafcu.com

Company type

Private

Founded year

1947

Operating status

Operating

Headcount range

11–50 employees

Short description

South Florida FCU is a federally chartered, NCUA-insured community credit union serving healthcare employees, the Jewish Orthodox Community, Miami-Dade residents, and small businesses across six South Florida branches with a unified Guardians One digital banking platform.

Ownership category

akta.pro rank

Product category

Credit Union Retail 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)

Keywords

• Retail banking services
• Consumer lending
• Member deposit accounts
• Credit union services
• Small business banking

Headquarters

HQ city

Miami

HQ country

United States

HQ region

North America

Offices6 records

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 from Lending: Primary revenue stream from interest earned on loans including vehicle loans (auto, motorcycle, boat, RV), home equity loans, personal loans, mortgages, and credit cards. Competitive rates offered as credit union benefit with rates ranging from 4.49% APR for new/used vehicles to 6.75% APR for home equity fixed loans.
2. Savings and Certificate Dividends: Interest paid to members on deposits including share savings, money market accounts, and share certificates. Savings rates as low as 0.05% APY with promotional share certificates at 3.75% APY.
3. Fee-Based Services: Various fee-based services including identity protection ($1.50/month), safe deposit boxes, wire transfers, night depository, and Courtesy Pay with non-sufficient funds charges. Some premium services like insurance products offered through TruStage partnerships.
4. Third-Party Financial Services: Revenue sharing arrangements with partners including Guardians Retirement & Financial Services (offered through LPL Financial/CUNA Brokerage Services), Sallie Mae student loans, and TruStage insurance products.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

South Florida Federal Credit Union is a not-for-profit, member-owned financial cooperative that provides retail banking products and consumer lending services to its defined field of membership in South Florida. Its core offerings center on share deposit accounts (Share Savings, Share Draft Checking, Money Market, Share Certificates, IRAs), consumer loan products (auto, RV, boat, motorcycle, home equity, HELOC, mortgage through CUMA, personal loans and lines of credit, credit builder, and Sallie Mae private student loans), small business banking (Elite Business Advantage, business loans), Mastercard debit cards, and ancillary services (TruStage insurance, Guardians Retirement & Financial Services through LPL Financial, identity protection, and SavvyMoney credit score monitoring). Members access these products through six physical branches across Miami-Dade, Palm Beach, Martin, and St. Lucie counties, the Guardians One online and mobile banking platforms, the Co-op Shared Branching network, and dedicated business and retirement advisors.

Product overview

South Florida FCU, A Division of Guardians Credit Union is a cooperative financial institution offering a comprehensive suite of banking products and services. The core offerings center around Guardians One Online and Mobile Banking platforms, which provide integrated access to checking, savings, and loan accounts. The product portfolio includes Share Draft/Checking accounts (including Aspire Checking for members with banking challenges), Share Savings, Money Market, Share Certificates, and IRA accounts for deposits; personal loans including Signature Loans, Lines of Credit, and Credit Builder products; home equity solutions through fixed second mortgages and HELOCs; vehicle financing for autos, RVs, motorcycles, and boats; mortgage services via CUMA partnership; and Sallie Mae student loans. Business services include Elite Business Advantage checking and business lending. Additional services include TruStage insurance products, identity protection, retirement planning through Guardians Retirement & Financial Services, and credit score monitoring through SavvyMoney.

Differentiator

Problem solved

Functional benefit

Products and services

• Share Draft (Checking) Checking account with no minimum balance requirements, unlimited check writing, free overdraft protection from savings, and Mastercard debit card access for individual members.
• Aspire Checking Second-chance checking account for members who have had banking challenges, featuring a Mastercard debit card, free online and mobile banking, and a path to convert to regular checking after demonstrating positive banking behavior.
• Share Savings Primary membership account requiring a $25 minimum deposit; interest-bearing account where members own a share of the credit union, with dividends compounded and paid quarterly.
• Money Market Account High-yield savings account requiring a $1,000 minimum deposit, designed to earn higher yields than regular share accounts, with up to three withdrawals per month permitted.
• Share Certificate Fixed-term savings deposit product earning higher APY than regular savings, with terms ranging from 6 to 60 months and a minimum deposit of $1,000 (promotional 3.75% APY for 6/9/12 month terms with $10,000 minimum).
• IRA (Traditional and Roth) Individual retirement accounts offering Traditional IRA with tax-deductible contributions and Roth IRA with after-tax contributions and tax-free qualifying withdrawals during retirement.
• Auto Loans New and used vehicle financing with rates as low as 4.49% APR, the Beat the Rate program offering up to 1% better rate reductions for refinancing, and terms up to 84 months.
• RV Loans Fixed-rate loans for recreational vehicles, motor homes, and camping trailers with terms up to 240 months and rates as low as 5.50% APR.
• Motorcycle/ATV Loans Financing for motorcycles, ATVs, scooters, and mopeds with rates as low as 6.00% APR and terms up to 84 months.
• Boat Loans Loans for boats with rates as low as 5.50% APR and terms up to 240 months for both new and used vessels.
• Home Equity Fixed Loan (Second Mortgage) Fixed-rate home equity loan delivered in one lump sum with rates as low as 6.75% APR, available up to $450,000 with financing up to 80% combined loan-to-value.
• Home Equity Line of Credit (HELOC) Revolving credit line with adjustable rate tied to Wall Street Journal Prime, suited for short-term borrowing up to 80% of home value with a 5-year draw period.
• Signature (Personal) Loans Unsecured personal loans with rates as low as 8.74% APR, flexible terms up to 60 months, zero origination fees, and a quick approval process.
• Personal Line of Credit Revolving credit line for convenient cash access with competitive rates at 7.25% APR (3% minimum payment or $25) and lower cost than unsecured revolving credit products.
• Credit Builder/Savings Builder Loan Loan designed to help members build or rebuild credit, with the approved amount placed in a savings account earning interest and payment history reported to credit bureaus.
• Vacation Loan Personal loan for vacation financing with borrowing up to $7,500, rates as low as 7.50% APR, and flexible terms up to 12 months.
• CUMA Mortgage Loans Mortgage services offered through the Credit Union Mortgage Association with fixed rate and adjustable options, first-time buyer programs, and quick local loan decisions.
• Sallie Mae Student Loans Private student loan options through partnership with Sallie Mae, covering undergraduate, graduate, career training, medical, dental, law, and residency loans, with the credit union earning referral compensation.
• Business Lending Business loans for vehicles, equipment, boats, RVs, and motorcycles with secured and unsecured options, business lines of credit, and business credit cards, available through online application.
• Elite Business Advantage Comprehensive business checking account with a Business Sense suite bundling Data Breach Solutions, Legal Services, Private WiFi, Personal Identity Theft Protection, Telehealth, Cell Phone Protection, and merchant services access, for $15 monthly fee.
• Mastercard Debit Card Mastercard-network debit cards serving as both ATM and check cards with enhanced security, exclusive member perks, and Mastercard benefits including ID Theft Protection, Airport Concierge, Extended Warranty, and Priceless Cities Offers.
• Guardians One Online Banking Free online banking platform enabling 24/7 account access from any PC with internet, allowing viewing of account histories, balance checks, fund transfers, payment stops, credential resets, e-statements enrollment, and payment amount verification.
• Guardians One Mobile Banking Mobile banking app for iPhone and Android with facial recognition login, ATM location-finder, fund transfers, and instant balance access for travelers and on-the-go members.
• Guardians Retirement & Financial Services Financial planning and investment services including IRAs, mutual funds, annuities, investment planning, life insurance, and retirement planning delivered through LPL Financial and CUNA Brokerage Services.
• TruStage Insurance Insurance products including accidental death and dismemberment, auto insurance, and life insurance offered exclusively to members through TruStage Insurance Agency and CMFG Life Insurance Company.
• Kirby Kangaroo Club Youth savings program for children 12 and under featuring Kirby bucks rewards and prizes for deposits, designed to encourage good savings habits.
• Valiant Checking Checking account exclusively for teenagers ages 13-17 designed to help them develop money management skills through check writing, debit card use, and mobile banking access.
• Good Life Club Club account for members 50 and over offering free checks, money orders, cashier's checks, and copy services with a $20 annual contribution.

Quantifiable outcome

• Members have saved nearly $2 billion through Love My Credit Union Rewards program discounts.

Named customers2 records

Segments8 records

Ideal customer profiles8 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature6 records

Partnerships

Ten partnerships are on record, tiered flagship, core and minor.

• Guardians Credit UnionflagshipStrategic or Co-development Partner · 1 October 2019Major partnership/merger in October 2019 where South Florida FCU became a division of Guardians Credit Union while maintaining its brand and identity. Part of Guardians One Family of Credit Unions movement to preserve local credit union identities after mergers.
• TruStagecoreTechnology or IntegrationTruStage insurance products offered exclusively to credit union members including auto insurance, life insurance, and accidental death and dismemberment coverage. Founded on nearly 80 years of working with credit unions, providing insurance products to help members protect what matters most.
• Sallie MaecoreGTM or Marketing PartnerPrivate student loan options including undergraduate, graduate, medical, dental, law school loans, and career training loans. South Florida FCU receives compensation for referrals of loan customers.
• Credit Union Mortgage Association (CUMA)coreGTM or Marketing PartnerMortgage services through CUMA offering fixed rate mortgages, adjustable rate options, first-time buyer programs, and quick local loan decisions with average closing under 30 days.
• ClovercoreTechnology or IntegrationSmart point-of-sale system partnership providing small business owners with inventory management, payment processing, employee management, detailed reports, marketing campaigns, and liability protection through comprehensive POS solutions.
• Co-op Credit UnioncoreChannel Partner/ Reseller/ DistributorShared branching network providing members access to thousands of surcharge-free ATMs and shared branch locations nationwide for deposits and withdrawals.
• Early Warning Services (Zelle)coreTechnology or IntegrationZelle integration in mobile and online banking providing fast, safe money transfers using U.S. mobile numbers or email addresses with transactions occurring in minutes.
• Enterprise Car SalesminorChannel Partner/ Reseller/ DistributorPartnership with Enterprise Car Sales offering members an alternative for purchasing quality pre-owned vehicles with vehicle buying assistance.
• Guardians Auto ConnectionminorChannel Partner/ Reseller/ DistributorNo-fee car buying assistance service providing unbiased advice for easy, less costly vehicle purchases upon pre-approval for auto loans.
• FiservcoreTechnology or IntegrationOnline loan application platform (guardianscu.originate.fiservapps.com) powering consumer and business loan applications including vacation loans and credit cards.

Scale indicators4 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Suncoast Credit Union: Large Florida-based credit union serving members across the state with a comparable suite of consumer and business banking, lending, and digital offerings. Direct competitor for Florida-based consumer and small-business deposits and loans.
• VyStar Credit Union: Florida-headquartered member-owned credit union offering consumer deposits, mortgages, vehicle, and business lending — directly comparable in geography, member-owned structure, and product breadth.
• Tropical Financial Credit Union: South Florida community credit union serving employer groups and geographic communities with checking, savings, and consumer loans. Near-identical field-of-membership and demographic focus to SFFCU.
• BrightStar Credit Union: Florida-based community credit union offering consumer and business banking with a comparable geographic focus in South Florida. Direct overlap on member segments and product menu.
• Power Financial Credit Union: South Florida-based community credit union serving defined SEGs and geographic communities with consumer and business banking products. Directly comparable community-SEG charter model.
• Achieva Credit Union: Florida-headquartered credit union serving community and employee groups with consumer deposits, lending, and digital banking. Comparable SEG-based membership model and Southeast geography.
• Space Coast Credit Union: Florida-based community credit union serving geographic and SEG communities with full consumer and small-business banking. Comparable member-owned structure and product breadth.
• GTE Financial: Florida-based community credit union with employer-group and geographic charter that mirrors SFFCU's SEG-and-community membership model. Comparable small-business and consumer deposit offerings.

Broad incumbents

• MIDFLORIDA Credit Union: Large Florida community credit union offering a comprehensive consumer, mortgage, and small-business banking suite. Comparable as a broader incumbent for Florida community banking competing with SFFCU's footprint.

Others

• Guardians Credit Union: Parent credit union that absorbed SFFCU as a division in October 2019. Operates the Guardians One technology platform and shared member services — the most directly comparable operating partner and effectively SFFCU's host institution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/southfloridafcu
• Facebookfacebook.com/southfloridafcu
• LinkedInlinkedin.com/company/south-florida-federal-credit-union

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 South Florida Federal Credit Union