It may not be the biggest, but TruService Community Federal Credit Union was the first of its kind in the state, planting the credit union flag in 1930.
Based in Little Rock and serving members in Pulaski and Faulkner counties, TruService began as the Little Rock Postal Credit Union, created to serve U.S. postal employees in the city. By 2003, automation and a reduced labor pool led to another milestone in the credit union’s history, the shift to a community credit union and a name change. The new name was chosen to reflect the credit union’s mission — “Here for you, here for the community” — says TruService president and CEO Linda Jeffery. The credit union now serves individuals and businesses living, operating or attending church or school in Pulaski or Faulkner counties.
“TruService is committed to serving the needs of members,” Jeffery says. “We consider our members as family. Likewise, our members consider TruService their primary financial institution.”
A full-service financial cooperative offering deposit accounts, investment services, consumer loans including home loans, credit cards and auto lending, TruService also offers a variety of electronic services including mobile banking and remote deposit. And this spring, the credit union will launch a video banking service at its forthcoming new North Little Rock branch.
Jeffery says the new feature will enable members to open new accounts and access services through a video application process working directly with employees at its main location in west Little Rock.
Credit unions offer the same protections and security measures as traditional banks, insured through the National Credit Union Administration, but with one big distinction.
“Credit unions are not-for-profit financial cooperatives, democratically owned by their members,” Jeffery explains. “As a member/owner, they have a voice and elect the board of directors, who are non-compensated volunteers. Due to their not-for-profit status, credit unions are generally able to offer more competitive rates, lower fees and provide more individualized services than traditional financial institutions.”
This approach enables credit unions to function more as tight-knit communities, and TruService members consistently cite “family” as one of the advantages of membership.
“When I have a need, they listen, respond and help, just like a family member would,” says Dan Yancy of Jacksonville. “Because of the family culture TruService lives by, I have made many referrals to other family members, friends and co-workers. They have opened accounts and the family feeling has been extended to them too. I take referring someone very seriously and so does TruService.”
Dan Uekman of North Little Rock says change is inevitable, but the credit union’s “rock-solid” service and value never waiver.
“TruService has been my credit union for auto and loans, bill-pay convenience, my retirement accounts and so much more,” he says. “The friendliness, willingness to listen and the guidance provided has always been its calling card. When
I needed it, TruService was there. As
my needs grew and became more complex, the credit union grew right along with me.”
That’s what TruService is here for, to meet its members needs and grow right along with them.