What Consumer Credit Union does

Consumer Credit Union (CCU) is a not-for-profit, cooperative savings and lending institution originally chartered by the Tennessee Secretary of State in February 1953 and federally insured by the National Credit Union Administration (NCUA). Headquartered in Greeneville, Tennessee, CCU serves individual consumers and small businesses within a defined field of membership spanning twelve East Tennessee counties (Anderson, Blount, Claiborne, Cocke, Greene, Hancock, Hamblen, Jefferson, Knox, Loudon, Sullivan, Union) and Johnson City, distributed across seven branch service centers. The credit union's core product suite includes deposit products (regular share savings, money market, certificates of deposit, IRAs, Christmas and vacation club accounts), consumer and mortgage lending, business lending, and a seven-variant Visa credit card portfolio issued through partner Elan Financial Services. Supporting technology includes a newly launched May 2025 digital banking platform and CCU Mobile App (iOS 15+/Android 11+) with biometric authentication and mobile deposit, integrated third-party services (Zelle P2P, Apple Pay/Google Pay digital wallets, CardHub debit controls, MessagePay payments, Clover merchant acquiring, EZShield fraud protection), and standard AES-256/SSL security infrastructure.

CCU generates revenue primarily through net interest income on its loan portfolio (auto, mortgage, signature, credit-builder, share-secured, and credit card), supplemented by transaction and service fees (Courtesy Pay at $32/item, wire transfers, money orders, stop payments, replacement cards) and recurring fee streams including EZShield subscriptions ($2.95 individual / $5.95 family monthly) and MessagePay transaction fees ($4.99 per payment). Distribution relies on the branch network as the mid-funnel acquisition channel, the website and social media (Facebook, Twitter) as top-of-funnel awareness drivers, and the online/mobile platform plus email/text notifications as bottom-of-funnel self-service and retention channels. The credit union's value proposition rests on its cooperative tax-and-distribution structure, which allows it to return earnings to members through competitive deposit rates (e.g., 11-month certificate special at 3.75% APY) and lower loan rates (new auto as low as 5.79% APR) relative to for-profit bank peers, combined with member-for-life relationship continuity and local community service positioning.

Name

Consumer Credit Union

Legal name

Consumer Credit Union

Website

https://consumercreditunion.com

Company type

Private

Founded year

1953

Operating status

Operating

Headcount range

101–250 employees

Short description

Consumer Credit Union is a not-for-profit, NCUA-insured cooperative credit union chartered in 1953, serving individual consumers and small businesses across 12 East Tennessee counties and Johnson City through seven branch locations, a full deposit and lending product suite, and a recently upgraded digital and mobile banking platform.

Ownership category

akta.pro rank

Product category

Retail Banking

NAICS

Credit Unions (52213), Credit Card Issuing (522210), Consumer Lending (522291)

SIC

Personal Credit Institutions (6141)

akta.pro primary industry

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

akta.pro secondary industries

Co-Branded Credit Cards (FSAKABAB), Mass-Market Consumer Deposit Banking (Checking/Savings) (FSABAAAA)

Keywords

• Retail banking services
• Consumer lending
• Deposit accounts
• Digital banking
• Credit union services

Headquarters

HQ city

Greeneville

HQ country

United States

HQ region

North America

Offices8 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. Loan Interest Income: Consumer Credit Union generates revenue primarily through interest income on loans including auto loans, mortgage loans, personal loans, business loans, and credit cards. Rates vary by product type and term length.
2. Checking Account Fees: Free checking accounts with fee-based services including overdraft protection (Courtesy Pay at $32/item), replacement debit cards ($10), and stop payments ($32).
3. Service Fees: Various service fees including wire transfers (incoming $10, outgoing $15, international $55), money orders ($5), cashier's checks ($5), account research ($15/hour), and dormant account fees ($10/month).
4. EZShield Subscription: Monthly subscription for fraud protection: $2.95 for individuals (primary member) or $5.95 for family members.
5. Payment Processing Fees: MessagePay transaction fee of $4.99 per payment made via debit card or external bank transfer. Phone payment fees charged for payments from non-CCU financial institutions.
6. Certificate and Savings Account Interest Expense: As a not-for-profit cooperative, the credit union pays dividends to members on savings accounts, IRAs, and certificate accounts at competitive rates. Revenue is generated from loan interest which exceeds the cost of member deposits.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels6 records

Core offering

Consumer Credit Union is a not-for-profit, cooperative financial institution that provides traditional banking products and services to its members. It offers deposit products (savings, checking, certificates, money market, IRA accounts), consumer and business lending (auto, mortgage, personal, business loans), Visa credit cards, and digital banking via online and mobile platforms. Operations are centered in East Tennessee through seven branch service centers and a newly upgraded digital banking platform.

Product overview

Consumer Credit Union offers a comprehensive suite of financial products and services organized around its core banking platform. The credit union provides traditional deposit products (Savings, Certificate Accounts, Money Market, Business Accounts) alongside lending solutions (Consumer Loans, Mortgages, Business Loans, Credit Cards). Digital banking capabilities center on Online Banking and the CCU Mobile App, which enable mobile check deposits, person-to-person payments via Zelle, and digital wallet support (Apple Pay, Google Pay). Additional services include Check Free Bill Pay, E-Statements, EZShield Fraud Protection, MONETA audio response, and specialty offerings like Christmas/Vacation Club Accounts and Pre-Owned Properties. The credit union operates multiple Tennessee branches with a focus on competitive rates and member service.

Differentiator

Problem solved

Functional benefit

Products and services

• Online Banking Web-based account management platform enabling members to view balances, transfer funds, make loan payments, pay bills, view check images, and apply for loans. Available 24/7 with free access.
• CCU Mobile App Mobile banking application for iPhone and Android devices enabling account access, mobile check deposits, person-to-person payments, and debit card controls. Supports biometric authentication. Requires iOS 15.0+ or Android 11.0+.
• Check Free Bill Pay Online bill payment service integrated with online banking allowing members to schedule payments day or night, set up reminders, group payees, and view payment history. Free service for members.
• Zelle Person-to-Person Payments
• Digital Wallet (Apple Pay & Google Pay)
• E-Statements
• EZShield Fraud Protection
• Consumer Loans
• Mortgage Loans
• Business Loans
• Savings Accounts
• Certificate Accounts
• Money Market Accounts
• Business Accounts
• Christmas & Vacation Club Accounts
• Visa Credit Card Portfolio
• Clover Merchant Services
• Pre-Owned Properties (Repossessed Vehicle Sales)

Quantifiable outcome

• New auto loan rates as low as 5.79% APR for 2020 and newer vehicles with terms up to 84 months
• +3 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature6 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Zelle (Early Warning Services, LLC)coreTechnology or IntegrationConsumer Credit Union has partnered with Zelle to provide fast, safe, and free person-to-person money transfers. Zelle is integrated directly into CCU's online and mobile banking platforms, allowing members to send money to friends and family using email addresses or U.S. mobile phone numbers with funds typically available within minutes.
• EZShieldcoreTechnology or IntegrationEZShield provides identity theft protection and fraud resolution services to CCU's qualified checking account members. Services include 24/7 identity monitoring, certified resolution specialists, black market scans, and an online identity vault. The service is offered at $2.95/month for individuals and $5.95/month for family members.
• Elan Financial ServicescoreTechnology or IntegrationElan Financial Services issues and manages CCU's Visa credit card portfolio including Zero+, Everyday Rewards+, Max Cash Preferred, Travel Rewards+, College Real Rewards, Max Cash Secured, and Secured cards. Applications are processed through mycardapply.com.
• CloverminorChannel Partner/ Reseller/ DistributorClover provides point-of-sale merchant services to CCU business members. Consumer Credit Union refers members to Clover for merchant processing needs.
• Apple Pay and Google PaycoreTechnology or IntegrationConsumer Credit Union supports Apple Pay and Google Pay digital wallet payments, allowing members to add their CCU debit cards to mobile wallets and make purchases at contactless terminals.
• Liberty Mutual InsuranceminorGTM or Marketing PartnerLiberty Mutual Insurance is advertised on CCU's loan rates page as a partner offering car insurance discounts to credit union members, with potential savings of up to $665.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Tennessee Valley Federal Credit Union: TVFCU is a Tennessee-based member-owned credit union offering deposit accounts, consumer/mortgage/business lending, credit cards, and a digital banking platform across the same East Tennessee region, directly competing for the same geographic field of membership.
• ORNL Federal Credit Union: ORNL FCU is a Tennessee-headquartered credit union providing consumer deposits, lending, and digital banking; while its core charter is Oak Ridge–centric, it competes for the same Knoxville-area East Tennessee consumer and small business segment.
• Eastman Credit Union: Headquartered in Kingsport, TN, Eastman Credit Union is a large not-for-profit cooperative serving East Tennessee and Southwest Virginia with a very similar product set (deposits, consumer/mortgage/business lending, credit cards) and overlapping East Tennessee footprint.
• Knoxville TVA Employees Credit Union: KTVAECU is a Knoxville-based member-owned credit union offering deposit, loan, and digital banking products to East Tennessee residents, directly overlapping CCU's primary service geography and product mix.

Regional players

• Citizens Bank of East Tennessee: A community bank serving the East Tennessee region with consumer and business banking products, directly competing with CCU for local deposit and lending relationships within overlapping counties.
• Greeneville Federal Bank: Greeneville Federal Bank is a community bank headquartered in Greeneville, TN — the same city as CCU's headquarters — offering competing deposit, lending, and digital services to overlapping consumer and small business customers.

Broad incumbents

• Truist Financial: Truist (formed from BB&T and SunTrust) operates a large Tennessee retail branch footprint with full-service consumer and small business banking, credit cards, and mortgages, competing for share-of-wallet against CCU in overlapping East Tennessee markets.
• First Horizon Bank: First Horizon (formerly First Tennessee) is a Tennessee-headquartered regional bank with a full retail banking, mortgage, and credit card franchise across the state, including East Tennessee; a broad incumbent competitor against which CCU competes for deposits and loans.
• Regions Bank: Regions Bank is a large Southeast U.S. commercial bank with a meaningful Tennessee branch network, full consumer lending, deposits, mortgages, and credit cards, competing against CCU for consumer and small business banking relationships in East Tennessee.

Others

• Elan Financial Services: Elan is the third-party issuer/partner that powers CCU's entire Visa credit card portfolio; included as an ecosystem/peer participant because the credit card economics, product features, and member experience CCU delivers depend materially on this partnership.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/consumer_cu
• Facebookfacebook.com/consumercreditunion

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

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 Consumer Credit Union