UFirst Credit Union unveils new name, continues expanding to better serve members throughout Utah

Stock image | Photo by megaflopp/iStock/Getty Images Plus, St. George News

CONTRIBUTED CONTENT — UFirst Credit Union puts the people and businesses that it serves first. Known until recently as University Federal Credit Union, the company is rebranding and continues growing to better meet the needs of member-owners in communities throughout the state. 

Newly rebranded UFirst branch, location and date not specified | Photo courtesy of UFirst Credit Union, St. George News

“We’ve grown to serve all of Utah and wanted a name that reflected our mission to serve our members, no matter where they are,” said Jenny Kurtz, the St. George branch manager. 

A member-owned, not-for-profit financial cooperative is the heart of UFirst. The credit union was founded in 1956 by a group of 12 professors at the University of Utah. Although originally created to serve university employees, its presence grew beyond the boundaries of the campus and membership soon expanded to include students and alumni. 

In 2004, UFirst opened membership to anyone who lives, works, attends school, worships or volunteers in Salt Lake County, along with the immediate family of those who qualify. Two years ago, its field of membership grew again to include Davis, Utah, Wasatch, Summit and Tooele counties. 2020 also saw the establishment of a branch in St. George. 

“We’re becoming a bigger, stronger financial institution, and that allows us to expand into multiple communities,” Kurtz said. 

Today, UFirst serves over 110,000 members at 20 branches. Two more locations will be coming soon. 

Although UFirst continues to grow with each passing year, Kurtz said the company’s leaders still honor its roots as a small, community-based credit union. The new name reflects their vision for the future and ongoing commitment to partnering with their members. 

“It really centers on our mission statement of improving the financial well-being of our members,” she added. “We strive to do that every day, in every interaction.” 

As a Utah-based financial institution, UFirst cares about and invests in the local communities that have shaped its growth. Dr. Roland Stucki, one of the 12 members who signed UFirst’s founding charter, once said that “no single person can take credit for organizing and developing the success of UFirst Credit Union. It was a team effort where different individuals made substantial but different contributions to its success.”

UFirst is a full-service financial institution providing everything from student savings accounts to commercial real estate loans. What sets the company apart, Kurtz said, is its commitment to living up to its name by putting members first. 

Promotional image courtesy of UFirst Credit Union, St. George News

The UFirst philosophy applies to every interaction with every member, which Kurtz said is demonstrated by the personal service and financial guidance members enjoy.  

“We truly try to get to know our members and what their needs are, rather than trying to sell them something they may or may not need,” she added. “We try to build these relationships so we can grow with them.”

Unlike banks, credit unions aren’t focused on making a profit but instead determining how those profits can be given back to their members. This translates to better interest rates on loans and credit cards as well as higher returns on dividends. UFirst strives to provide the lowest possible rates and offers many free services to help members manage their finances. 

Kurtz said life’s better with UFirst as your financial partner, and she invites the community to come see why. Learn more about the credit union’s products, services and mission at UFirstCU.com.

Written by ALEXA MORGAN for St. George News.

• S P O N S O R E D  C O N T E N T • 

Resources

  • UFirst Credit Union | Address: 383 N. Bluff St., St. George | Telephone: 435-522-7401 | Website.

Copyright St. George News, SaintGeorgeUtah.com LLC, 2022, all rights reserved.

Free News Delivery by Email

Would you like to have the day's news stories delivered right to your inbox every evening? Enter your email below to start!