What Rize Credit Union does

Rize Federal Credit Union is a federally chartered, member-owned cooperative (NCUA Charter No. 7835) founded in 1952 and headquartered in Irwindale, California, serving members across Southern California and Southern Nevada. The institution operates with nine physical branches, over $1.2 billion in assets, and a 51–100 employee base, holding a Community Development Financial Institution (CDFI) designation that anchors its mission-driven focus on financial inclusion for immigrants (including ITIN holders), teens, small businesses, foster youth, and individuals with damaged or limited credit.

The product set spans full-service retail and small-business banking: deposit products (Free Checking, Rize Checking at 7.50% APY, Fresh Start, BankOn, Cuenta Avanzamos, Teen Checking, savings, money market, IRAs, certificates, HSA), lending (auto, mortgage up to $3M, HELOC, personal, credit-builder, student loans via Student Choice, business Visa, SBA 504, commercial real estate), and ancillary services (insurance, investment, estate planning, Medicare, merchant processing via Finli). The technology stack is a digital-banking platform with iOS/Android mobile apps, online account management, biometric login, remote deposit, Zelle, Apple/Google/Samsung Pay, and embedded PFM (Money Management) and credit-monitoring (SavvyMoney/TransUnion) tools, supplemented by third-party referral integrations and the CO-OP ATM/shared branching network for distribution reach.

Revenue is generated primarily through net interest income on loans (the spread between yields on consumer and commercial lending and rates paid on deposits) plus fee income (interchange, wire, stop-payment, expedited bill pay, paper statement, and Finli payment-processing fees), with secondary referral income from LPL Financial (wealth), Trust & Will (estate planning), MedicareCU, Rize Insurance Solutions, and Enterprise Car Sales. Member acquisition runs through direct-to-consumer channels (branches, digital onboarding, community-based outreach to 100+ partner organizations including the Mexican Consulate, YMCA, and LA County foster care programs), Select Employer Group partnerships, referral rewards up to $500/year, and channel partnerships — notably the Upstart Referral Network joined in May 2024 for all-digital personal lending origination.

Name

Rize Credit Union

Legal name

Rize Federal Credit Union

Website

https://rizecu.com

Company type

Private

Founded year

1952

Operating status

Operating

Headcount range

51–100 employees

Short description

Rize Federal Credit Union is a CDFI-designated, federally chartered credit union with over $1.2 billion in assets serving members across Southern California and Southern Nevada, providing retail and small-business banking, lending, and digital financial tools targeted at underserved communities including immigrants, teens, and small businesses.

Ownership category

akta.pro rank

Product category

Retail Banking (Credit Union)

NAICS

Credit Unions (52213), Credit Intermediation and Related Activities (522)

SIC

Personal Credit Institutions (6141), Services-Consumer Credit Reporting, Collection Agencies (7320)

akta.pro primary industry

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

akta.pro secondary industries

Bank & Credit Union Personal Loans (Unsecured Installment) (FSAKAAAL), Registered Investment Advisor (RIA) Wealth Management (FSAEABAA)

Keywords

• Retail banking services
• Consumer lending products
• Credit union services
• Small business banking
• Digital banking solutions

Headquarters

HQ city

California

HQ country

El Salvador

HQ region

Latin America

Offices9 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Net Interest Income (Lending): Rize generates revenue primarily through the spread between interest earned on loans (auto loans, mortgages, home equity, personal loans, credit cards, commercial loans, student loans) and interest paid on deposits. As a credit union, this is the core revenue driver.
2. Fee Income: Rize earns fee income from various services including late payment fees, ATM fees (though it offers 30,000+ surcharge-free ATMs), wire transfer fees, stop payment fees, expedited bill pay fees, and service charges. eStatements avoid the $5/month paper statement fee.
3. Insurance Referral Fees: Rize refers members to Rize Insurance Solutions for insurance products (auto, home, Medicare, life, etc.) and earns referral income from the arrangement.
4. Estate Planning Referral Fees: Rize partners with Trust & Will to offer online estate planning. Members receive 20% discount; Rize earns referral income from this arrangement.
5. Investment Services Referral Fees: Rize refers members to Rize Wealth (powered by LPL Financial) for wealth management and investment services. Rize earns referral fees from LPL Financial per an agreement that creates a conflict-of-interest disclosure.
6. Medicare Consultation Referrals: Rize refers members to MedicareCU for Medicare education, guidance, and individual/family health insurance plans. Members receive free no-obligation consultations with licensed agents.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels8 records

Core offering

Rize Credit Union is a federally chartered, member-owned credit union providing consumer and small business banking, deposit accounts, consumer and commercial lending, credit cards, digital banking, and partner-distributed investment, insurance, estate planning, and Medicare advisory services. Its core revenue is generated through net interest income on loans and deposits, supported by service fees and referral-based income from affiliated partners.

Product overview

Rize Credit Union is a federally chartered credit union with over $1.2 billion in assets serving members in Southern California and Southern Nevada. Founded in 1952, the institution operates as a Community Development Financial Institution (CDFI) with a mission focused on financial inclusion and empowerment. The product portfolio consists of core banking services (checking, savings, and investment accounts), lending products (auto loans, home equity, personal loans, credit builder, student loans, and mortgages), business banking services (business checking, commercial loans, SBA loans, and merchant services), and digital banking tools (mobile app, remote deposit, card controls, Zelle, Bill Pay, and money management). Key digital integrations include SavvyMoney for credit monitoring (TransUnion/VantageScore), Finli for payment processing, Zelle for P2P transfers, and Apple Pay/Google Pay/Samsung Pay for mobile payments. The institution partners with Upstart for expanded lending access, Student Choice for student loans, Trust & Will for estate planning, Rize Wealth/LPL Financial for investment services, and MedicareCU for Medicare consultation. Services emphasize accessibility for underserved communities, ITIN holders, and individuals with challenged credit histories.

Differentiator

Problem solved

Functional benefit

Products and services

• Free Checking No-fee consumer checking account with no minimum balance or direct deposit requirements, providing essential everyday banking.
• Rize Checking (High-Yield Checking) High-yield consumer checking account advertising 7.50% APY with simple requirements to earn elevated dividend rates.
• Teen Checking Free checking account for teens ages 12-17, offering supervised banking access and financial responsibility training.
• Fresh Start Checking Second-chance checking account designed for individuals with troubled financial history or ChexSystems records, enabling account rebuild.
• BankOn Checking Checking account with no fees or direct deposit requirements, designed for unbanked individuals to access mainstream banking.
• Cuenta Avanzamos Checking Spanish-language friendly checking account for individuals with ITINs or foreign IDs, expanding financial access for immigrant communities.
• Traditional Savings Basic share savings account required to establish credit union membership, serving as the foundation for accessing Rize products.
• High-Yield Savings Tiered-rate savings account rewarding larger balances without requiring a locked term, offering competitive dividend rates.
• Youth Savings Savings account designed for teens to learn money management fundamentals and build healthy financial habits.
• Club Savings Specialized savings account for goal-based saving toward vacations or holiday expenses with structured deposit options.
• Health Savings Account (HSA) Tax-advantaged health savings account to help pay for qualified medical expenses, offering triple tax benefits.
• Money Market Accounts Higher-yield savings alternative with variable rates based on balance tiers, offering competitive dividends without term restrictions.
• IRA Accounts (Traditional and Roth) Tax-advantaged retirement savings accounts including Traditional and Roth options, providing long-term growth potential.
• Certificate Accounts (CDs) Term deposit accounts with fixed rates and guaranteed returns, available in various terms without risk to principal.
• Impact Certificate Socially-conscious certificate account that generates positive community impact while delivering competitive returns.
• Auto Loans Financing for new, used, refinanced, leased, teen, motorcycle, RV, boat, and sport vehicles with competitive rates and flexible terms.
• Credit Builder Loan Secured loan designed to establish or rebuild credit history through regular on-time payments, with savings accumulation.
• Teen Credit Builder Credit-building program for teens to establish credit history early under adult supervision.
• Home Equity Loan (Traditional) Fixed-rate lump-sum home equity loan up to 80% LTV with predictable monthly payments.
• Home Equity Line of Credit (HELOC) Revolving credit line secured by home equity with variable rates based on Prime Rate plus margin; includes Traditional and Interest-Only HELOC structures.
• 100% CLTV Home Equity Loan Home equity product allowing access to entire accumulated equity beyond standard 80% LTV limits.
• Energy Loans Specialized loans for energy-efficient home improvements including solar installations and sustainable upgrades.
• Debt Consolidation Loans Personal loans to merge multiple high-rate debts into a single manageable payment with potentially lower overall interest.
• Personalized Loans (Specialty) Flexible personal loans for life-event and family-building expenses, including Forever Family Loans, Home Care Loans, Medical Loans, Quinceañera Loans, Relocation/Moving Loans, and general-purpose Everything Else Loans.
• Student Choice Student Loans Private student lending through the Student Choice partnership offering competitive fixed/variable rates for undergraduate and graduate students with flexible repayment options.
• Student Choice Refinancing Student loan refinancing through Student Choice to consolidate payments and potentially reduce interest rates.
• Mortgage Loans Home purchase and refinance financing including fixed-rate, ARM, FHA, and VA options from $50,000 to $3,000,000 with up to 97% LTV; includes ITIN mortgage lending and $1,000 toward closing costs on purchase loans.
• Visa Platinum Credit Card Consumer credit card with low interest rates, no annual fee, and zero liability protection for unauthorized purchases.
• Teen Visa Platinum First credit card for teens ages 16-17 with parental controls and credit-building features.
• Secured Visa Platinum Secured credit card for establishing or re-establishing credit with refundable security deposit.
• Investment Services (Rize Wealth) Wealth management and investment services through the Rize Wealth partner network (LPL Financial and Global Retirement Partners), including retirement planning, investment portfolio management, estate planning, and personalized financial guidance.
• Insurance Services Insurance products through Rize Insurance Solutions covering auto, home, earthquake, flood, pet, condo, renters, Medicare, supplemental health, dental, hearing, ACA plans, life, and commercial property/casualty insurance.
• Medicare Advisory Services Medicare education and consultation services through MedicareCU partnership, providing free consultations with licensed agents on Medicare Advantage, Supplement, and Part D plans.
• Estate Planning Online estate planning through Trust & Will partnership, enabling creation of wills and trusts with a 20% member discount and step-by-step guidance.
• Digital Payment Processing (Finli) Business payment management through the Finli platform enabling invoicing, customer management, inventory tracking, and flexible ACH or credit card payment acceptance at $10/month.
• Treasury Management Business cash management services including ACH origination, fraud protection, remote deposit capture, and wire transfers.
• Business Checking Accounts Tiered business checking accounts including Small Business Checking (light activity), Commercial Advantage Checking (frequent transactions), and Analyzed Business Checking (higher volume with detailed reporting).
• Business Visa Credit Cards Business credit cards with variable limits from $5,000 to $50,000, employee company cards with usage controls, and no annual fee.
• Commercial Real Estate Loans Financing for industrial, warehouse, retail, and office space commercial properties.
• SBA 504 Loans Long-term government-backed fixed-rate loans through the SBA 504 program for commercial real estate and equipment financing.
• Equipment Loans Business financing for tools and equipment needed for operations.
• Business Lines of Credit Revolving credit facilities for seasonal or recurring cash flow needs.
• Business Vehicle Loans Business vehicle financing for small cars, light-duty trucks, and cargo vans.
• Extended Insurance Account Business deposit insurance expansion service distributing funds across the credit union network to provide NCUA coverage beyond the standard $250,000 per-depositor limit.
• 1-on-1 Financial Counseling Confidential financial coaching service providing personalized guidance on financial goals, challenges, and debt management strategies.
• Balance Financial Fitness Program Financial wellness program through the Balance nonprofit partnership offering expert financial coaching, interactive webinars, and online tools for financial health assessment.
• Auto Buying Services Vehicle purchase assistance through CU at the Wheel and Enterprise Car Sales partnerships, providing car search, financing, and delivery services.

Quantifiable outcome

• Members saved and earned nearly $36 million last year, saving over $1,000 per household compared to big banks
• +2 more outcomes

Named customers1 record

Segments7 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature4 records

Partnerships

15 partnerships are on record, tiered core and minor.

• UpstartcoreTechnology or Integration · 1 May 2024Rize partnered with Upstart (NASDAQ: UPST) to expand personal lending across California through the Upstart Referral Network. The collaboration enables Rize to reach more borrowers through an all-digital experience, supporting prime borrowers via Upstart's T-Prime program and underserved households as part of its CDFI mission. Rize initially joined the Upstart Referral Network in May 2024. This is part of Upstart's expansion of its credit union partnership network, which had more than 100 lending partners as of September 30, 2025.
• Student ChoicecoreTechnology or IntegrationRize partnered with Student Choice to offer private student lending and refinancing options for undergraduate and graduate students. The partnership provides competitive rates and flexible terms, with 24/7 call center and application support.
• Trust & WillminorGTM or Marketing PartnerRize partnered with Trust & Will to offer members online estate planning services. Members receive 20% off their first estate plan plus free shipping of documents. Trust & Will provides step-by-step instructions to complete a will or trust in under 30 minutes.
• MedicareCUminorGTM or Marketing PartnerRize partnered with MedicareCU to provide Medicare education, guidance, and individual and family health insurance plans. Members can schedule a free, no-obligation consultation with a licensed insurance agent who specializes in Medicare and private health insurance.
• Rize Insurance SolutionscoreGTM or Marketing PartnerRize partnered with Rize Insurance Solutions to provide members with insurance options including auto, home, earthquake, flood, pet, condo, renters, Medicare, supplemental health, dental, hearing, ACA plans, life, and commercial property/casualty insurance.
• FinlicoreTechnology or IntegrationRize partnered with Finli to provide small business members with an all-in-one digital payment processing platform. Finli offers invoice management, real-time invoicing, inventory management, flexible payments (ACH or credit card), and secure customer data storage for $10/month.
• Enterprise Car SalesminorChannel Partner/ Reseller/ DistributorRize offers Enterprise Car Sales as a trusted auto-buying partner for members seeking quality used cars with no-haggle pricing and professional service. Rize also offers CU at the Wheel, a full-service car-finding and financing service.
• LPL FinancialcoreGTM or Marketing PartnerRize refers members to LPL Financial for wealth management and investment services through Rize Wealth. Securities are offered through LPL Financial (member FINRA/SIPC). Insurance products are offered through LPL or its affiliates. Rize earns referral fees per an agreement that creates a disclosed conflict of interest.
• Global Retirement Partners (GRP)minorGTM or Marketing PartnerInvestment advice is offered through Global Retirement Partners (GRP), a registered investment advisor and separate entity from LPL Financial, as part of the Rize Wealth service offering.
• YMCA of Metropolitan Los AngelescoreStrategic or Co-development PartnerSCE FCU's $1 million investment supports financial wellness in L.A. County through YMCA's 27 locations and 3 campsites. Organizations collaborate on financial empowerment programs.
• LA County Department of Auditor (Foster Care Program)coreStrategic or Co-development PartnerRize supports foster care youth in gaining access to bank accounts through L.A. County's foster care program. Foster care youth can access accounts through Rize as part of the County program.
• General Consulate of Mexico (Las Vegas and Los Angeles)coreStrategic or Co-development PartnerSCE Credit Union and the Mexican Consulate partnered to expand financial inclusion in Nevada through the Juntos Avanzamos designation. The partnership serves the Mexican immigrant community in Las Vegas and Los Angeles.
• CO-OP Financial Services (ATM & Shared Branch Network)coreTechnology or IntegrationRize is part of the CO-OP ATM & Shared Branch Network, providing members access to over 30,000 surcharge-free ATMs (including Citibank) and 5,000+ shared branch locations nationwide.
• Balance (Financial Wellness Nonprofit)minorStrategic or Co-development PartnerRize partnered with Balance, an industry-leading financial wellness nonprofit, to provide free access to expert financial coaching, interactive webinars, and online tools. Balance provides a free financial health quiz and resources on spending, saving, debt, retirement, and planning.
• Center for Financial Empowerment (CFE)coreStrategic or Co-development PartnerFounded by Rize (then SCE FCU) in 2005, CFE's mission is to break the cycle of poverty by bringing financial education to underserved youth. CFE goes into local high schools teaching Mad City Money simulations, financial training, and providing college scholarships for youth from low-income households.

Scale indicators8 records

Recent moves7 records

Expansion highlights5 records

Others

• Upstart: AI lending marketplace and Rize's referral network partner; not a peer in the depository sense, but a direct enabler of Rize's personal loan origination. Relevant ecosystem participant.

Broad incumbents

• BECU (Boeing Employees' Credit Union): Large member-owned credit union (~$30B+ assets) with comparable full-service banking, lending, and digital products. Useful as a scaled benchmark for credit union operations.

Direct peers

• Latino Community Credit Union: North Carolina-based CDFI focused on Hispanic/Latino financial inclusion with ITIN lending. Closely comparable mission, immigrant-targeted product set, and CDFI positioning.
• Wescom Credit Union: Pasadena-based credit union serving Southern California with comparable checking, lending, and digital banking products. Same regional footprint and similar membership base.
• Self-Help Federal Credit Union: North Carolina-based CDFI-designated credit union with a closely aligned mission of serving low-income, immigrant, and underserved communities. Comparable CDFI focus and community development lending model.
• Alliant Credit Union: Large national digital-first credit union offering competitive high-yield checking and savings. Comparable digital banking experience and rate competitiveness; broader geography.
• Mission Federal Credit Union: San Diego-based CDFI-designated credit union serving Southern California with similar focus on community impact, competitive deposit products, and a broad personal/business lending suite. Directly comparable geographic and mission footprint to Rize.
• Kinecta Federal Credit Union: Large Southern California credit union with similar retail/business banking products, branch network, and investment services. Directly comparable scale, geography, and full-service offering.
• SchoolsFirst Federal Credit Union: Large California credit union with similar deposit, lending, and digital products, plus strong community/mission orientation. Comparable in scale and product breadth.
• Logix Federal Credit Union: Southern California credit union offering a comparable suite of consumer lending, mortgages, and business banking. Overlapping geography and competitive positioning in the LA metro.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/RizeCreditUnion
• Instagraminstagram.com/rizecreditunion
• YouTubeyoutube.com/@RizeCreditUnion
• LinkedInlinkedin.com/company/rize-credit-union
• Xx.com/Rize_cu

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 records

Subsidiaries1 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 Rize Credit Union