Sunrise Credit Union

What Sunrise Credit Union does

Sunrise Credit Union is a member-owned financial cooperative founded in 2008, headquartered in Brandon, Manitoba, and operating across southwestern Manitoba. It provides full-service retail and small-business banking through approximately seven branches in communities including Grandview, Sandy Lake, Shoal Lake, Ste Rose, Laurier, and Strathclair, serving individual members, agricultural operators, small businesses, and community organizations. Its product set spans chequing and savings accounts, mortgages, personal and vehicle loans, credit cards (through a Collabria Mastercard partnership), agribusiness loans and equipment leasing, commercial loans and merchant services, and registered investment plans (FHSA, RRSP, TFSA, RESP, RDSP, RRIF, LIRA) with online trading through Credential Investments.

The technology stack centers on the MemberDirect internet banking platform with 128-bit SSL encryption, the Sunrise Lite App, Deposit Anywhere mobile capture, and Direct Alert transaction notifications, supplemented by an extensive surcharge-free ATM network branded DingFree and interoperability with Interac, Cirrus, PLUS, Maestro, and ACCULINK networks. Deposits are 100% guaranteed by the Deposit Guarantee Corporation of Manitoba, and the institution adheres to the 2026 Market Conduct Code and the Accessibility Standard for Customer Service under The Accessibility for Manitobans Act. Governance follows cooperative principles with member-elected Board of Directors and one-member-one-vote democracy.

Revenue is generated primarily through net interest income on mortgages and personal/agricultural/commercial loans, supplemented by transaction and service fees (with fee-free banking for seniors 60+ and students under 25), credit card interchange via Collabria, and commissions on investment and insurance products distributed through partners such as Credential Investments and AdvisorMax. Distribution combines physical branches, the DingFree ATM network, online and mobile banking, and phone support; marketing is community-led via local sponsorships, the Building Communities Grant Program, scholarships, and content marketing on financial literacy topics.

Name

Sunrise Credit Union

Legal name

Sunrise Credit Union Limited

Website

https://sunrisecu.mb.ca

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

51–100 employees

Short description

Sunrise Credit Union is a member-owned cooperative founded in 2008, headquartered in Brandon, Manitoba, providing personal, agribusiness, commercial, and investment banking across southwestern Manitoba through seven branches and a digital platform serving local individuals, farmers, and small businesses.

Ownership category

akta.pro rank

Product category

Retail Banking

NAICS

Credit Unions (522130)

SIC

Savings Institution, Federally Chartered (6035)

akta.pro primary industry

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

akta.pro secondary industry

Agricultural & Rural Cooperatives (Farm Credit/Co-op Banks) (FSABAEAG)

Keywords

• Retail banking services
• Agricultural lending
• Commercial banking
• Member-owned cooperative
• Community banking

Headquarters

HQ city

Brandon

HQ country

Canada

HQ region

North America

Offices8 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. Interest Income: As a financial cooperative, Sunrise Credit Union generates revenue primarily through interest earned on loans including mortgages, personal loans, vehicle loans, agricultural loans, and commercial loans. Interest rates vary by product type and member creditworthiness.
2. Financial Services Fees: Fees collected for various banking services including account maintenance, transactions,ATM usage (outside network), wire transfers, and specialized services. Fee-free banking is provided for seniors over 60 and students under 25 on specific services.
3. Credit Card Services: Revenue from Collabria Mastercard credit card services including interchange fees and interest charges on balances.
4. Investment and Insurance Products: Commissions and fees from investment products (RRSP, TFSA, RESP, FHSA, GICs), insurance products (mortgage insurance, loan insurance), and financial advisory services.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels5 records

Core offering

Sunrise Credit Union is a member-owned financial cooperative providing full-service banking including personal banking (chequing, savings, mortgages, loans, credit and debit cards), agribusiness banking (agricultural loans, equipment lease financing, farm transition programs), commercial banking (business chequing, commercial loans, merchant services), and investing and planning services (registered plans including FHSA, RRSP, TFSA, RESP, RDSP, RRIF, LIRA, Market-Linked GICs, financial advisors, and online trading). Distribution is provided through 7 branches, a surcharge-free DingFree ATM network, MemberDirect online banking, and the Sunrise Lite App.

Product overview

Sunrise Credit Union is a full-service financial institution offering a comprehensive suite of banking products and services through an integrated platform. The core offerings span Personal Banking (chequing, savings, credit cards, debit cards), Mortgages (first-time home buyers, home equity financing), and Loans (RRSP loans, student credit, vehicle loans). The product ecosystem includes popular digital features such as AccountPlus, Deposit Anywhere, DingFree ATM network, Direct Alert transaction notifications, and the Sunrise Lite App. For specialized markets, the credit union provides Agribusiness Banking (agriculture loans, equipment leasing, farm transition) and Commercial Banking (small business digital banking, merchant services). Investment services include registered accounts (FHSA, RRSP, TFSA, RESP, RDSP, RRIF, LIRA), Market-Linked GICs, and online trading through Credential Investments. Community initiatives through the Building Communities Grant Program and scholarships demonstrate the cooperative's community-focused approach. The platform integrates with Collabria Mastercard for credit cards, MemberDirect for online banking, and various ATM networks (ACCULINK, Interac, Cirrus, PLUS, Maestro) providing members with extensive access throughout Canada.

Differentiator

Problem solved

Functional benefit

Products and services

• Chequing Accounts Personal chequing account products for individual members, including a fee-free student chequing account for ages 4-25.
• Savings Accounts Personal savings accounts for members to accumulate funds and earn interest.
• Credit Cards (Collabria Mastercard) Collabria Mastercard credit card products offered to Sunrise members in partnership with Collabria Financial, with 24/7 customer service for lost or stolen cards.
• Debit Mastercard Debit card with Mastercard acceptance for purchases and ATM access for personal members.
• Mortgages Home mortgage products including first-time home buyer programs, home equity financing, and mortgage insurance for personal members.
• Personal Loans Personal lending products including RRSP loans, student lines of credit, and vehicle loans.
• Agribusiness Banking Specialized banking services for agricultural businesses including Agri-Invest accounts, agricultural loans, equipment lease financing, and farm transition programs.
• Agriculture Loans Loans specifically designed for agricultural operations and farming needs, including Canadian Agricultural Loan Act programs and consolidation loans.
• Equipment Lease Financing Leasing options for agricultural equipment and machinery for agribusiness members.
• Farm Transition Program Program to support farmers in transitioning their operations to the next generation.
• Commercial Banking Banking services for commercial businesses including chequing accounts, credit cards, commercial loans, merchant services, automated funds transfer, and business advisory services.
• Commercial Loans Loan products for commercial businesses, including those under the Canadian Small Business Financing Program.
• Merchant Services Payment processing and merchant services for business clients.
• Investing & Planning Services Investment and financial planning services including registered accounts, Market-Linked GICs, financial advisors, estate planning, and online trading.
• Online Trading Self-directed online investment trading platform offered through Credential Investments for Sunrise members.
• Financial Advisory Services Professional financial advisory services for investment and financial planning needs of members.
• Online Banking (MemberDirect) MemberDirect-powered online banking platform providing 24/7 access to accounts, transfers, bill payments, e-Documents, and transaction alerts with 128-bit SSL encryption.
• Sunrise Lite App Lightweight mobile banking application providing simplified account access on smartphones and tablets.
• Mortgage Insurance Insurance products to protect mortgage holders.
• Travel Insurance Travel insurance products offered to members through a third-party provider (AdvisorMax).

Quantifiable outcome

• $3 million invested in communities since 2008
• +2 more outcomes

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Feature5 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Deposit Guarantee Corporation of ManitobacoreOthersProvincial deposit insurance corporation that provides 100% guarantee on all Sunrise Credit Union deposits, ensuring member savings are fully protected. This is a regulatory requirement for credit unions operating in Manitoba.
• Ombudsman for Banking Services and Investments (OBSI)minorOthersExternal dispute resolution service providing impartial review of member complaints that cannot be resolved through Sunrise's internal escalation process. Available as final recourse for dissatisfied members.
• Canadian Credit Union Association (CCUA)minorOthersNational trade association representing Canadian credit unions. Sunrise Credit Union is listed as a member, benefiting from industry advocacy, education resources, and professional development programs.
• Collabria FinancialcoreTechnology or IntegrationPartnership for Collabria Mastercard credit card services, providing Sunrise members with credit card products issued through the Collabria platform with 24/7 customer service for lost or stolen cards.
• MemberDirect (Digital Banking Platform)coreTechnology or IntegrationOnline banking technology platform enabling internet banking services, bill payment, e-Documents, and transaction monitoring. Uses 128-bit SSL encryption for secure data transmission.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Desjardins Group: Canada's largest cooperative financial group, operating across Quebec and Ontario. Comparable cooperative ownership structure and broad banking, wealth, and insurance offering, though vastly larger and serves as an aspirational scale benchmark.
• Vancity: British Columbia's largest credit union and a broader incumbent cooperative financial institution. Comparable member-owned model and full-service banking, but at substantially larger scale and with a wider geographic and product footprint.

Direct peers

• DUCA Financial Services Credit Union: Ontario-based member-owned credit union offering full-service personal and small business banking with a community-development focus. Comparable cooperative model and full-service product set, though serving a different geography.
• Conexus Credit Union: Saskatchewan-based cooperative credit union with strong agribusiness and rural banking franchise. Comparable in its member-owned structure, agricultural lending specialization, and prairie-community positioning.
• Assiniboine Credit Union: Manitoba-based community credit union serving similar southwestern Manitoba and Winnipeg-adjacent communities with comparable personal, agribusiness, and commercial banking offerings. Closest direct functional peer given shared geography, cooperative structure, and full-service product set.
• Steinbach Credit Union: Manitoba-based member-owned credit union with comparable personal, agricultural, and commercial banking, serving southeastern Manitoba. Directly comparable as a provincial cooperative competitor with overlapping product portfolio.
• Cambrian Credit Union: Winnipeg-headquartered Manitoba credit union offering personal and commercial banking under a cooperative model. Comparable as a Manitoba-based peer with overlapping retail and small business banking focus.
• Libro Credit Union: Ontario-based credit union focused on personal banking, small business, and agricultural lending across southwestern Ontario. Comparable as a community cooperative with strong agribusiness and small business verticals.
• Portage Credit Union: Smaller Manitoba credit union serving Portage la Prairie and surrounding rural communities. Comparable as a regional Manitoba peer with similar small-town cooperative model and agribusiness exposure.
• Servus Credit Union: Alberta's largest credit union, offering personal, commercial, agribusiness, and investment services. Comparable as a Canadian prairie cooperative with full-service community banking; larger scale makes it a benchmark for Sunrise's growth trajectory.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/sunrisecu
• Facebookfacebook.com/SunriseCreditUnion
• LinkedInlinkedin.com/company/sunrise-credit-union
• Instagraminstagram.com/SunriseCreditUnion

Compliance3 records

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 Sunrise Credit Union