Foothills Credit Union

What Foothills Credit Union does

Foothills Credit Union is a not-for-profit, member-owned cooperative financial institution founded in 1946 (originally as VAR-39 Federal Credit Union), headquartered in Lakewood, Colorado. Operating under NCUA federal supervision and federally insured up to $250,000 per account, it serves individuals who live or work in Jefferson County and Larimer County, Colorado, plus employees and families of more than 50 Select Employer Group partners. Distribution is built around three physical branches (Lakewood main office at 7990 W. Alameda Avenue, Loveland at 3875 Mountain Lion Drive since 2019, and Wheat Ridge), augmented by the CO-OP Shared Branch Network (5,300+ branches and 30,000+ surcharge-free ATMs nationwide) and digital channels.

The product platform spans vehicle loans (auto, motorcycle, RV, with rates as low as 5.24% APR and terms up to 120 months), home loans through co-owner Centennial Lending (first mortgages, second mortgages, HELOCs with Platinum/Gold/Silver/Bronze tiers, and refinancing), personal loans (signature at 11.99% APR, share-secured at 3.50% APR, certificate-secured), a fixed 12.99% APR VISA credit card plus a secured variant, overdraft protection (overdraft line of credit at 16% APR, $30 courtesy-pay items up to $500), youth-focused programs (Savings Safari Club ages 0-13, It's All Good ages 14-24 with a youth auto loan capped at $30,000 at 9% APR), business checking and savings with merchant card processing through Total Merchant Concepts, and partner-referred student loans via Sallie Mae and insurance via TruStage. Digital services run on the Mobicint platform with native iOS and Android apps, mobile check deposit, real-time remote card controls, Apple Pay and Samsung Pay integration, bill pay, e-statements, e-alerts, and 24/7 telephone banking.

Revenue is generated primarily from net interest income (spread on loans funded by deposits), with supplementary fee streams from tiered checking ($5-$8/month, mostly waivable with balance or usage), overdraft courtesy-pay fees ($30 per item), and loan origination. As a cooperative, surplus is not distributed to outside shareholders; it is returned to members through competitive loan and deposit rates (CDs up to 3.65% APY on 6-month terms, HELOC floor of 4.75%). The GTM model combines direct-to-consumer branch and digital relationships with channel partners (employer group sponsorships, AutoTrek and AutoLink for auto buying, Sallie Mae for student lending, TruStage for insurance, GreenPath for free financial counseling), under a hybrid community-marketing approach emphasizing local presence and member ownership.

Name

Foothills Credit Union

Legal name

Foothills Credit Union

Website

https://foothills-cu.com

Company type

Private

Founded year

1946

Operating status

Operating

Headcount range

11–50 employees

Short description

Foothills Credit Union is a not-for-profit, member-owned cooperative financial institution founded in 1946 serving Jefferson and Larimer Counties, Colorado. It provides full-service retail banking, including loans, deposits, cards, and digital banking, through three branches and partner channels.

Ownership category

akta.pro rank

Product category

Retail Banking

NAICS

Credit Unions (52213), Credit Unions (522130)

SIC

Personal Credit Institutions (6141)

akta.pro primary industry

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

akta.pro secondary industry

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

Keywords

• Retail banking
• Consumer lending
• Credit union services
• Deposit accounts
• Auto financing

Headquarters

HQ city

Lakewood

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Net Interest Income: Primary revenue from spread between interest earned on loans (auto, mortgage, personal, credit cards) and interest paid on deposits (savings, checking, money market, CDs). As a not-for-profit cooperative, surplus is returned to members.
2. Checking Account Fees: Ease Checking: $5/month (waived with eStatements + $100 balance). Peak Checking: $7/month. Peak Plus Checking: $8/month (waived with $1500 balance or 25 debit swipes).
3. Overdraft and Courtesy Pay Fees: $30 fee per overdraft item under Courtesy Pay program (up to $500 limit). Overdraft Line of Credit at 16% APR.
4. Merchant Card Processing: Revenue from debit and credit card processing through Total Merchant Concepts partnership for business members.
5. Loan Origination Income: Revenue from originating vehicle loans, mortgages (via Centennial Lending partner), personal loans, and credit cards.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Foothills Credit Union is a not-for-profit, member-owned cooperative providing personal and small business banking products and services to members in Jefferson County and Larimer County, Colorado. Its core offerings include deposit accounts (share savings, checking, money market, certificates of deposit, IRAs), consumer loans (auto, motorcycle, RV, personal, mortgage, home equity, credit card), and digital banking through online and mobile channels. Revenue is generated primarily through net interest income on loans and deposits, supplemented by checking account fees, overdraft charges, and merchant card processing.

Product overview

Foothills Credit Union is a not-for-profit, member-owned financial cooperative providing comprehensive banking products and services. The credit union operates a platform-plus-modules architecture with three core product lines: Loans (vehicle loans, home loans, personal loans, credit cards, student loans, and overdraft protection), Accounts (savings, checking, investments, and business accounts), and Services (digital banking, insurance, and financial counseling). The loan products include specialized sub-products such as the It's All Good Youth Auto Program for first-time buyers, multiple HELOC tiers, and government loan options. Account offerings feature tiered checking products (Ease, Peak, Peak Plus) with varying benefit levels. Service integrations include AutoLink for vehicle purchasing, TruStage for insurance, Complete Spectrum for investments, Sallie Mae for student loans, GreenPath for financial counseling, and CO-OP Shared Branching for nationwide access. The credit union emphasizes member ownership, competitive rates, and community focus serving Jefferson and Larimer Counties in Colorado since 1946.

Differentiator

Problem solved

Functional benefit

Brands

• It's All Good Youth Program: Youth program for ages 14-24 offering savings accounts, free checking, free Visa debit card, and the Youth Auto Loan Program for first-time buyers ages 18-24.
• Savings Safari Club
• Peak Plus Checking
• Peak Checking
• Ease Checking

Products and services

• Vehicle Loans Financing for cars, trucks, motorcycles, RVs, boats, ATVs, campers/trailers, and other vehicles with rates as low as 5.24% APR (auto), terms up to 120 months (RV), and financing up to 110% loan-to-value. Targeted at members in Jefferson and Larimer Counties, Colorado.
• Personal Loans Unsecured and secured personal financing including Signature Loans (11.99% APR, up to 60 months), Share Secured Loans (3.50% APR), and Certificate Secured Loans (2.00% above CD rate). For any personal purpose including debt consolidation, education, and major purchases.
• Home Loans Full-service real estate lending including first mortgages (10/15/20/30-year fixed, FHA/VA), second mortgages, Home Equity Lines of Credit (HELOC with variable rates from 5.75% to 7.25% APR), and mortgage refinancing. Originated via partner Centennial Lending.
• VISA Credit Card Non-variable fixed-rate VISA credit card at 12.99% APR with no annual fee, available as standard or secured (credit limits $200-$3,000 backed by savings) for credit building. Same rate applies to purchases and cash advances.
• Student Loans Higher education financing offered through partnership with Sallie Mae Bank for undergraduate, graduate, MBA, medical, dental, law school, career training, and parent loans with competitive variable and fixed rates, no origination fees, and multiple repayment options.
• Overdraft Protection Multiple overdraft protection options including automatic transfers from savings, Overdraft Line of Credit (16% APR), and Courtesy Pay (discretionary service allowing overdrafts up to $500 with $30 fee per item).
• Savings Accounts Foundational savings products including Share Savings (0.10% APY, $25 minimum), Holiday Savings (sub-account with payroll deduction), and Youth Savings for member financial health.
• Checking Accounts Free checking with three tiers: Ease Checking ($5/month, basic digital banking), Peak Checking ($7/month, adds BaZing local savings, cell phone protection, ID theft aid, travel insurance), and Peak Plus Checking ($8/month, earns dividends on balance). Includes online banking, mobile banking, bill pay, Visa debit card, and surcharge-free ATM access.
• Investment Accounts Long-term savings vehicles including Money Market Savings (tiered 0.20%-0.55% APY, $1,000 minimum), Certificates of Deposit (terms 3 months to 5 years, up to 3.65% APY for 6-month), and IRA options (Traditional, Roth, Education) as Share or Certificate accounts.
• Business Accounts Small business banking including Business Savings ($25 minimum, $5 monthly fee waived at $100 balance), Business Checking (free basic tier), Business Interest Checking (for higher balances), and Merchant Card Services through Total Merchant Concepts (EMV/NFC, POS, wireless, web virtual terminal).
• Youth and Young Adult Accounts Age-specific accounts including Savings Safari Club for children ages 0-13 ($5 minimum opening, birthday recognition, animal-themed materials) and It's All Good Youth Program for ages 14-24 (free checking, free Visa debit card, free first credit card with $200-$500 limits, Youth Auto Loan Program up to $30,000 at 9% APR for first-time buyers 18-24).
• VISA Debit and ATM Card Visa debit card with EMV chip technology for worldwide purchases and ATM access to 30,000+ surcharge-free CO-OP network ATMs.
• Auto Buying Services Vehicle purchasing assistance for members including AutoLink search platform (virtual test drives, price curve analysis, free CARFAX reports), AutoTrek broker partnership for new/used vehicle shopping at no cost, and myEZ Car Care membership providing repair discounts and travel benefits.
• Insurance Products Insurance offerings through TruStage Insurance Agency including auto and home insurance, term and whole life insurance, accidental death and dismemberment (AD&D), condo insurance, and renters insurance with credit-union-member discounts.
• Investment and Retirement Planning Services Investment and retirement planning through Complete Spectrum Financial Services broker partner (serving Front Range area for 25+ years), shopping the industry for long-term investment, retirement, and savings products with no service fees.
• Financial Wellness Counseling Free financial counseling and education through GreenPath Financial Wellness (non-profit since 1961) including one-on-one counseling, debt management plans, housing services (foreclosure prevention, homebuyer prep, reverse mortgage counseling), credit report review, and student loan counseling, available 7 days a week.
• Loan Protection Products Loan protection products including Debt Protection (covers loan payments for death, disability, involuntary unemployment), GAP Protection (covers difference between vehicle actual cash value and unpaid loan balance if totaled/stolen), and Extended Warranty through Route 66 Extended Warranty for mechanical breakdown protection.

Quantifiable outcome

• Auto loan rates as low as 5.24% APR
• +3 more outcomes

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration15 records

Feature5 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• AutoTrekcoreChannel Partner/ Reseller/ DistributorAuto broker partner helping members find new or used vehicles. AutoTrek assists with vehicle shopping at no cost to members. Partnership enables Foothills to offer hassle-free car buying service alongside pre-approval financing.
• Centennial LendingcoreStrategic or Co-development PartnerMortgage lending partner for 1st mortgages. Foothills CU is one of the owners of Centennial Lending. Handles 1st mortgage origination, underwriting, and servicing with guidelines that Foothills members follow.
• Sallie MaecoreChannel Partner/ Reseller/ DistributorStudent loan products for undergraduate, graduate, professional (MBA, medical, dental, law), and parent loans. Foothills refers members to Sallie Mae; Sallie Mae is the creditor and compensated for referrals.
• Total Merchant Concepts (TMC)coreChannel Partner/ Reseller/ DistributorMerchant card processing services for business members. Provides EMV/NFC solutions, electronic check processing, POS software, wireless/mobile options. Chosen for commitment to great service and competitive rates.
• TruStage InsurancecoreChannel Partner/ Reseller/ DistributorInsurance products including auto/home, life, AD&D, condo, and renters insurance. 80+ years serving credit unions. Offers $1000 free AD&D coverage for members. Provides discounted rates for credit union members.
• Complete Spectrum Financial ServicesminorStrategic or Co-development PartnerFinancial services broker partner serving Front Range area for 25+ years. Shops industry for investment, retirement, and savings products. No fees for services, $50/month minimum. Joint donation program for non-profits.
• GreenPath Financial WellnessminorChannel Partner/ Reseller/ DistributorNational non-profit financial counseling since 1961. Provides one-on-one counseling, debt management, housing services, credit report review, student loan counseling. Free for members. GreenPath counselors available 7 days a week.
• CO-OP Shared Branch NetworkcoreChannel Partner/ Reseller/ DistributorLargest ATM/surcharge-free network in US with 30,000+ ATMs and 5,300+ shared branches nationwide. Enables Foothills members to access services anywhere through the network.
• myEZ Car CareminorChannel Partner/ Reseller/ DistributorAuto service discount program for financing members. Includes 8,000+ auto repair locations, rental car discounts, hotel/resort savings, roadside assistance, and Electronic Glovebox app for vehicle records.

Scale indicators5 records

Recent moves14 records

Expansion highlights6 records

Broad incumbents

• Ent Credit Union: Colorado's largest credit union, headquartered in Colorado Springs, operating statewide including Jefferson/Larimer counties. Larger and broader incumbent that competes with Foothills on consumer lending, deposits, and digital capabilities, but at significantly greater scale.
• Canvas Credit Union:

Direct peers

• Premier Members Credit Union: Boulder-based community credit union with a similar size profile, product breadth (auto, mortgage, business, youth programs), and member-owned cooperative model. Directly comparable on consumer deposit and consumer loan competition in northern Colorado.
• Westerra Credit Union: Denver-metro community credit union with overlapping Jefferson County membership eligibility. Similar full-service consumer and small business banking product set with comparable community-chartered positioning.
• Elevations Credit Union: Colorado community credit union operating in Boulder County and surrounding areas including Larimer County, overlapping with Foothills' service area. Offers very similar product mix (auto loans, mortgages, HELOC, credit cards, business banking) to a comparable community-chartered membership base.
• Bellco Credit Union: Denver-metro community credit union serving Jefferson and surrounding counties, directly overlapping Foothills' core geography. Competes head-to-head on consumer deposits, auto lending, and mortgages with a similar community-chartered cooperative model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/foothills-credit-union

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles16 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 Foothills Credit Union