Anatomy Of Utah First FCU

The ANATOMY series is a quarterly, multi-feature profile that explores the strategies and analyzes the performance of an exemplary credit union.

Utah First FCU is a mid-size cooperative that does its business in one of the most competitive markets for financial services in the country. To differentiate itself among peers, the credit union has tailored its products, services, and training to better serve a blue-water population of members, those accustomed to hearing no from other financial institutions. This strategy allows Utah First to reach more members in its local markets and sets the cooperative on a path toward self-sustaining success.

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The Art Of Saying Yes
Utah First FCU tailors its products and services to a population accustomed to hearing no from other financial services providers.
By Erik Payne

Make It Work
Nine data points help explain where Utah First focuses.
By Erik Payne

The Self-Sustaining Wheel Of Success
Lending to members with colorful credit helps Utah First extend its reach in local markets.
By Erik Payne

How Do You Measure A Year In Training?
Utah First requires front-line staff members to complete 104 hours of training every year. Third-party courses and the internally developed Mission University provide avenues for development.
By Erik Payne

September 1, 2021

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