{"name":"America First Credit Union","domain":"americafirst.com","url":"https://optimly.ai/brand/america-first-credit-union","is_claimed":false,"categories":["fintech-financial-services"],"headers":[{"header":"Overview","sections":[{"key":"short_description","label":"Tagline","shape":"text","content":"America First Credit Union is a member-focused credit union providing deposit accounts, loans, payment services, business banking, financial education, and community programs.","source_type":"1p_website","source_label":"Brand's website","source_url":"https://americafirst.com","updated_at":"2026-11-07T07:03:43.866500+00:00"},{"key":"description","label":"Description","shape":"text","content":"America First Credit Union is a federally chartered credit union founded in 1939 in Salt Lake City, Utah. It serves members through full-service branches and digital banking, offering consumer and business financial products, financial education, and community support programs.","source_type":"1p_website","source_label":"Brand's website","source_url":"https://americafirst.com","updated_at":"2026-11-07T07:03:43.866500+00:00"}]},{"header":"Identity","sections":[{"key":"mission","label":"Mission","shape":"text","content":"America First says its chief concern is the financial well-being of members. It strives to provide superior products and services, strengthen the communities it serves, help members reach their financial goals, and support their families' financial security.","source_type":"1p_website","source_label":"Brand's website","source_url":"https://americafirst.com","updated_at":"2026-11-07T07:03:43.866500+00:00"},{"key":"leadership","label":"Founders & leadership","shape":"text","content":"The board of directors is elected by the membership, consists of a diverse group of individuals, and serves three-year terms. The credit union's historical Presidents/CEOs include R.D. (Ray) Hagen, James (Jim) Dawson, Olin (Rick) Craig, and John B. Lund.","source_type":"1p_website","source_label":"Brand's website","source_url":"https://americafirst.com","updated_at":"2026-11-07T07:03:43.866500+00:00"},{"key":"website","label":"Website","shape":"text","content":"https://americafirst.com","source_type":"1p_website","source_label":"Brand's website","source_url":"https://americafirst.com","updated_at":"2026-11-07T07:03:43.866500+00:00"},{"key":"voice_tone","label":"Voice & tone","shape":"text","content":"Member-focused, community-oriented, supportive, educational, and approachable.","source_type":"1p_website","source_label":"Brand's website","source_url":"https://americafirst.com","updated_at":"2026-11-07T07:03:43.866500+00:00"},{"key":"founded","label":"Founded","shape":"text","content":"March 16, 1939","source_type":"1p_website","source_label":"Brand's website","source_url":"https://americafirst.com","updated_at":"2026-11-07T07:03:43.866500+00:00"}]},{"header":"Offerings","sections":[{"key":"problem_solved","label":"Problem solved","shape":"text","content":"Helps individuals, families, and businesses manage money, save, borrow, make payments, access financial education, and pursue financial goals through credit union products and services.","source_type":"1p_website","source_label":"Brand's website","source_url":"https://americafirst.com","updated_at":"2026-11-07T07:03:43.866500+00:00"},{"key":"core_capabilities","label":"Core capabilities","shape":"text","content":"Consumer deposit and checking account services\nCertificate accounts and savings products\nAuto, home equity, mortgage, and other consumer lending\nOnline banking and financial services\nBusiness banking, SBA lending, and business health savings accounts\nBranch-based member service across multiple states\nFinancial literacy education and community presentations\nCharitable and community support programs","source_type":"1p_website","source_label":"Brand's website","source_url":"https://americafirst.com","updated_at":"2026-11-07T07:03:43.866500+00:00"},{"key":"products","label":"Products / SKUs","shape":"text","content":"Checking accounts, including Premium Checking\nSavings accounts\nCertificate accounts\nAuto loans\nHome equity lines of credit\nMortgage loans\nOther consumer loans\nVisa and debit card services","source_type":"1p_website","source_label":"Brand's website","source_url":"https://americafirst.com","updated_at":"2026-11-07T07:03:43.866500+00:00"},{"key":"pricing","label":"Pricing","shape":"text","content":"The website advertises certificate accounts earning up to 4.60% APY for a limited time, an introductory HELOC rate as low as 3.74% APR for the first six months, Utah auto loans as low as 5.24% APR for a five-year fixed term, and 30-year fixed home loans as low as 6.875% with 6.984% APR.","source_type":"1p_website","source_label":"Brand's website","source_url":"https://americafirst.com","updated_at":"2026-11-07T07:03:43.866500+00:00"}]},{"header":"Audience","sections":[{"key":"target_industry","label":"Target industry","shape":"text","content":"Financial services, specifically consumer and business credit union banking.","source_type":"1p_website","source_label":"Brand's website","source_url":"https://americafirst.com","updated_at":"2026-11-07T07:03:43.866500+00:00"},{"key":"customer_base","label":"Customer base","shape":"text","content":"America First reports serving over 736,000 members through 113 full-service branches. Its service area includes Utah, Nevada, Arizona, Idaho, and New Mexico, and its offerings address consumers, families, businesses, educators, and communities.","source_type":"1p_website","source_label":"Brand's website","source_url":"https://americafirst.com","updated_at":"2026-11-07T07:03:43.866500+00:00"},{"key":"icp","label":"Ideal customer profile","shape":"text","content":"Individuals and families seeking member-oriented checking, savings, lending, payment, and financial education services, plus businesses seeking commercial lending, SBA financing, and employee health savings account options.","source_type":"1p_website","source_label":"Brand's website","source_url":"https://americafirst.com","updated_at":"2026-11-07T07:03:43.866500+00:00"},{"key":"use_cases","label":"Use cases","shape":"text","content":"Opening and managing checking, savings, and certificate accounts\nApplying for auto, home equity, mortgage, and other loans\nManaging finances through online banking and bill pay\nAccessing Visa and debit card services\nFinding in-person branch support\nObtaining SBA or commercial financing for a business\nProviding employees with Health Savings Account options\nTeaching children, students, and adults financial literacy","source_type":"1p_website","source_label":"Brand's website","source_url":"https://americafirst.com","updated_at":"2026-11-07T07:03:43.866500+00:00"},{"key":"customer_outcomes","label":"Customer outcomes","shape":"text","content":"Improved financial well-being and security\nProgress toward personal financial goals\nAccess to low-rate financing options\nAbility to save and manage money through deposit products\nImproved financial literacy and money-management skills\nConvenient access to branch and online services\nSupport for business funding and employee health savings\nStronger communities through charitable and educational initiatives","source_type":"1p_website","source_label":"Brand's website","source_url":"https://americafirst.com","updated_at":"2026-11-07T07:03:43.866500+00:00"}]}],"last_refreshed_at":"2026-11-07T07:03:43.876624+00:00","last_changed_at":"2026-11-07T07:03:43.887680+00:00","claim_url":"https://app.optimly.ai/sign-up?claim=b3d582c8-5ad8-4626-91f2-35a2ab6eaa49"}