Heartland Credit Union

What Heartland Credit Union does

Heartland Credit Union is a member-owned financial cooperative founded in 1936 and headquartered in Madison, Wisconsin, operating 14 physical branches concentrated in southern Wisconsin communities including Madison, DeForest, Janesville, Lancaster, Oregon, Platteville, Dodgeville, and Verona, supplemented by a Digital Branch for virtual appointments. The institution holds a federal credit union charter and is federally insured by the NCUA. It is governed cooperatively, with member depositors as owners rather than outside equity holders, and employs between 101 and 250 staff.

Heartland delivers a full-service retail and commercial banking platform spanning deposit products (Heartland Checking, savings, certificates up to 3.90% APY, IRAs, HSAs, money market), consumer lending (auto, recreational vehicle, mortgage, HELOC, home equity, personal, Kwik Cash line of credit, student loans), business and agricultural lending, Mastercard-branded credit cards, and a referral-based insurance suite (GAP, mechanical breakdown, loan protection, life, health, home, and auto insurance) routed through TruStage. The technology layer is a digital banking platform with native iOS and Android mobile applications, web access, biometric authentication, mobile deposit, bill pay, digital wallets (Apple Pay, Google Pay, Samsung Pay), P2P payments, card controls, and credit score tools. Velera/CO-OP shared branching extends out-of-state access, and a 2026 partnership with InvestiFi added embedded investing capabilities.

The revenue model is a credit union net-interest-margin plus fee structure: primary revenue comes from interest on consumer, mortgage, business, and agricultural loans, augmented by account fees and service charges, Mastercard interchange, net interest spread on deposits, and fees on insurance and protection products. Go-to-market is community-led, with physical branch presence complemented by digital-first channels targeting consumers, small business owners, and agricultural operators across southern Wisconsin.

Name

Heartland Credit Union

Legal name

Heartland Credit Union

Website

https://heartlandcu.org

Company type

Private

Founded year

1936

Operating status

Operating

Headcount range

101–250 employees

Short description

Heartland Credit Union is a member-owned financial cooperative founded in 1936 in Madison, Wisconsin, serving consumers, small businesses, and agricultural operators across 14 branches in southern Wisconsin with a full suite of deposit, lending, card, and insurance products delivered through digital and in-person channels.

Ownership category

akta.pro rank

Product category

Retail Banking

NAICS

Credit Unions (522130), Credit Unions (52213), Depository Credit Intermediation (5221)

SIC

Savings Institution, Federally Chartered (6035), Personal Credit Institutions (6141), Functions Related To Depository Banking, Nec (6099)

akta.pro primary industry

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

akta.pro secondary industries

Cooperative Banks (Member-Owned Commercial/Retail) (FSABAEAF), Agricultural & Rural Cooperatives (Farm Credit/Co-op Banks) (FSABAEAG)

Keywords

• Retail banking services
• Consumer lending products
• Mortgage and home equity
• Commercial and agriculture lending
• Digital and mobile banking

Headquarters

HQ city

Madison

HQ country

United States

HQ region

North America

Offices14 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Loan Interest Income: Interest earned on consumer and business loans including auto loans, mortgages, personal loans, and agricultural loans.
2. Account Fees and Service Charges: Fees associated with checking accounts, savings accounts, and other financial services.
3. Credit Card Revenue: Interchange fees and interest from Mastercard credit card program.
4. Certificate and Savings Account Interest: Interest spread between what members earn on savings and what the credit union earns through lending activities.
5. Insurance and Protection Products: GAP insurance, mechanical breakdown insurance, and loan protection products offered through TruStage.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

Heartland Credit Union is a member-owned financial cooperative that provides deposit accounts, consumer and commercial loans, credit and debit cards, and digital banking channels to individuals, small businesses, and agricultural operations across southern Wisconsin. It also distributes insurance and investment products through referral and embedded partnerships (TruStage, InvestiFi) and operates a 14-branch physical network alongside web, mobile, and virtual delivery channels.

Product overview

Heartland Credit Union operates as a Wisconsin-based credit union offering a comprehensive suite of financial products and digital banking services. The organization provides a platform of deposit products (checking, savings, certificates, IRAs, HSAs, money market accounts) alongside lending products (auto loans, mortgage options including home equity loans and HELOCs, personal loans, student loans, recreational vehicle loans, and business/agriculture loans). Digital banking capabilities include mobile deposits, bill pay, digital wallets (Apple Pay, Google Pay, Samsung Pay), person-to-person payments, account alerts, credit score monitoring, and budget tracking tools. The company also offers insurance products through TruStage, payment protection/loan protection services, mechanical breakdown insurance, and GAP protection. Recent additions include an embedded investing partnership with InvestiFi enabling members to invest from checking accounts.

Differentiator

Problem solved

Functional benefit

Products and services

• Heartland Checking Primary everyday checking account for individual members, with unlimited debit card transactions and included digital banking access.
• Savings Accounts Basic share savings accounts for individual members to build and manage personal wealth.
• Money Market Accounts Money market savings accounts offering competitive rates with limited check-writing capability for transactional flexibility.
• Certificates of Deposit Term-deposit share certificates offering competitive dividends, with promotional specials at up to 3.90% APY on 9 or 14 month terms.
• Individual Retirement Accounts (IRAs) Individual Retirement Accounts offered as tax-advantaged vehicles for retirement saving.
• Health Savings Accounts (HSAs) Tax-advantaged healthcare savings accounts for members enrolled in high-deductible health plans.
• Auto Loans Consumer vehicle financing for new and used automobiles and refinances of vehicles held with other lenders, with a cash-back refinance promotion.
• Recreational Vehicle Loans Financing for RVs, boats, and other recreational vehicles, with cash-back refinance incentives.
• Mortgage Loans Home purchase and refinance mortgages including conventional and government-backed options, available via online pre-approval application.
• Home Equity Loans and HELOC Second-mortgage home equity loans and revolving home equity lines of credit (HELOC) secured by member home equity.
• Personal Loans Unsecured personal loans for debt consolidation, home improvements, and other major purchases.
• Kwik Cash Line of Credit Revolving personal line of credit providing quick access to short-term funds.
• Student Loans Education financing products offered for college expenses.
• Mastercard Credit Card Mastercard-branded credit card product offering revolving purchasing power.
• Debit Cards Visa-branded debit cards providing direct access to member checking account funds.
• Business Checking Commercial checking accounts designed for local business financial management.
• Business Loans Commercial lending products including term loans and lines of credit for business operations and growth.
• Agriculture Loans Specialized lending for farmers and agricultural operations, including operating lines, equipment financing, and farm real estate loans.
• Merchant Processing Card-present and card-not-present payment acceptance services enabling business members to process customer transactions.
• Insurance Products Bundle of insurance offerings distributed through TruStage and referral partnerships: GAP (Guaranteed Asset Protection), Mechanical Breakdown Insurance, Loan Protection Insurance, Life, Auto, Home, and Health insurance.
• Digital Banking Platform Web and native mobile (iOS/Android) digital banking platform providing account management, transfers, bill pay, mobile deposit, alerts, credit score monitoring, and digital wallet support.

Quantifiable outcome

• Top Workplaces 2026 Award - Greater Madison area recognition

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature5 records

Partnerships

One partnership is on record.

• InvestiFicoreTechnology or Integration · 24 February 2026InvestiFi partnered with Heartland Credit Union to bring embedded investing capabilities to members. This partnership enables Heartland members to invest directly from their checking accounts through InvestiFi's integrated platform, expanding the credit union's financial wellness offerings beyond traditional banking into investment services.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• BECU (Boeing Employees' Credit Union): Large Washington-state headquartered cooperative credit union offering a comparable suite of consumer and business banking; serves as a benchmark for how a member-owned cooperative scales digital and physical channels.
• Associated Bank: Large regional commercial bank headquartered in Green Bay, Wisconsin with broad consumer, business, and agricultural banking — competes with Heartland for the same southern Wisconsin deposit and loan customers but at materially larger scale.
• Navy Federal Credit Union: The largest U.S. credit union by membership; operates as a member-owned cooperative with full-service digital and physical banking, comparable model but vastly larger scale and geographic reach.

Direct peers

• Summit Credit Union: Wisconsin-headquartered credit union with comparable consumer and business banking products, branch network, and digital banking platform; competes directly for members in southern Wisconsin.
• Connexus Credit Union: Wisconsin-based cooperative credit union offering a similar suite of deposits, lending, and digital banking services with comparable member-owned value proposition and community focus.
• Educators Credit Union: Wisconsin-based community credit union serving consumers with full-service banking, mortgage, and lending products; competes in overlapping Madison-area markets.
• UW Credit Union: Madison, Wisconsin-based community credit union with similar geographic focus, member-owned cooperative structure, and full-service consumer/business banking offering — Heartland's most direct in-market competitor.
• Landmark Credit Union: Wisconsin-chartered cooperative credit union with branch presence across the state, offering consumer lending, mortgages, and business banking — closely comparable product mix and target member base.

Emerging players

• Alliant Credit Union: Digital-first, nationally chartered credit union with no-branch operating model targeting members nationwide; competes with Heartland for digitally-engaged members and demonstrates the digital-cooperative model Heartland's investments aim to match.

Others

• Quarles Petroleum / TruStage partner: TruStage is Heartland's distribution partner for life, loan protection, and other insurance products; included as an ecosystem enabler relevant to the cooperative-credit-union distribution model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/heartlandcu
• YouTubeyoutube.com/user/heartlandcu?feature=mhum
• Facebookfacebook.com/heartlandcu
• LinkedInlinkedin.com/company/heartland-credit-union
• Instagraminstagram.com/heartlandcu
• TikToktiktok.com/@heartlandcreditu

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Heartland Credit Union