UECU InvestiFi partnership adds investing inside digital banking

Utilities Employees Credit Union has agreed a UECU InvestiFi partnership that will let members buy investments from within the credit union’s existing digital banking platform. The rollout will cover stocks, exchange-traded funds and cryptocurrencies, with members able to access the features directly from their checking accounts, according to the announcement.

The deal brings wealth and trading tools into a credit union that serves more than 64,000 members across the United States. UECU said the InvestiFi integration will include professionally managed portfolios, self-directed trading across more than 6,500 stocks and ETFs, cryptocurrency investing and financial education resources.

What can UECU members invest in through InvestiFi?

UECU members will have access to three main types of investing services through InvestiFi: managed portfolios, self-directed stock and ETF trading, and cryptocurrency investing. The announcement said those services will sit inside UECU’s current digital banking experience rather than requiring members to use a separate investing platform.

Embedded investing places investment tools inside a bank or credit union’s app or online banking service. In practice, the model allows a member to move from a deposit relationship to an investment service through the same digital channel, while the financial institution retains the customer relationship.

Bret Krevolin, UECU’s president and chief executive, said the partnership follows the credit union’s work to expand digital banking services for members. He said UECU sees the investing tools as part of its role in supporting both everyday banking and longer-term financial goals.

UECU is a full-service credit union with membership available to utility and energy company employees, as well as residents of Pennsylvania. The credit union describes itself as a not-for-profit financial cooperative and said it returns value through competitive rates, lower-cost lending, member rewards and financial wellness resources.

The credit union also cited third-party measures of financial performance. It said it is among 4% of US credit unions to hold BauerFinancial’s Best of Bauer status, a designation for institutions that have received the firm’s top 5-Star financial strength rating for 35 straight years. UECU also said S&P Global ranked it in the top 10% in 2025 for overall financial performance among credit unions with more than $100 million in assets.

Why are credit unions adding investing tools to banking apps?

InvestiFi chief executive Kian Sarreshteh said credit unions are increasingly adding investing features to keep members inside established financial relationships rather than directing them to outside platforms. He said members expect investment access to be as available as everyday banking, and described the UECU agreement as a way to combine managed investing, self-directed trading and crypto access in one digital experience.

The agreement reflects a wider shift in retail financial services, where banks and credit unions are adding wealth features to compete with brokerage and fintech apps. For credit unions, the mechanism is also defensive: investment activity that leaves the primary banking app can weaken the institution’s role as the member’s main financial provider.

InvestiFi said its education resources will be available to all UECU members as part of the partnership. Those materials are intended to support financial literacy and long-term planning within UECU’s banking environment, according to the announcement.

This story draws on original reporting from Finextra Research.