First Alliance Credit Union recently announced a major expansion of its field of membership. The credit union is now serving 14 counties in Southeast Minnesota. For over 90 years the credit union has provided financial services to those who live, work, attend school, worship and conduct business in Olmsted, Dodge, Goodhue, Winona and Wabasha counties. With the recent service area expansion, the counties of Blue Earth, Fillmore, Freeborn, Le Sueur, Mower, Nicollet, Rice, Steele and Waseca now have access to First Alliance’s unique approach to financial empowerment.

This milestone coincides with the unveiling of First Alliance Credit Union’s new mission, vision and values, underscoring its commitment to empowering individuals and communities with trusted financial solutions and meaningful opportunities, according to a press release.

Crafted during an intensive three-day workshop facilitated by Mission Brand Consulting, the new mission, vision and values reflects the voices, experiences and aspirations of both employees and members. Through thoughtful collaboration, the First Alliance team redefined its purpose:

• Mission: We show up. We listen to your story. We provide possibilities.

• Vision: A financial oasis where everyone has access to the opportunities they deserve.

• Values: Passion, persistence and presence.

Commenting on the service expansion and refreshed mission, values and vision, Brent Rempe, president/CEO shared, “This expansion allows us to bring our new mission to life in a broader way — showing up for more people, listening to more stories and creating more possibilities. We’re here to serve and support everyone in these nine additional counties, while remaining committed to our loyal members.”

This growth marks a new chapter for First Alliance Credit Union, enabling the credit union to extend its services and unique financial solutions to thousands of additional households and businesses. Residents in these counties now have access to a member-owned, not-for-profit financial cooperative dedicated to their success. By joining, members can benefit from their “no judgment, just guidance” lending philosophy, competitive savings rates and low fees, as well as financial education resources, and a team that genuinely cares about your financial well-being.

This is because, at First Alliance, success is not defined by profits, but by impact. The new mission, vision and values represent a commitment to addressing the financial deserts that many communities face. By expanding access to affordable loans, financial education and savings programs, members across all 14 counties can begin building the financial futures they deserve.

“Whether it’s helping a young professional in Mower County open their first checking account, guiding a family in Steele County to save for emergencies or supporting a new business owner in Fillmore County with the tools to plan for growth, First Alliance is ready to bring its vision of creating a financial oasis to life,” stated Jenna Taubel, assistant vice president of marketing at First Alliance Credit Union.

The expansion and new mission, vision and values reaffirm First Alliance’s dedication to being more than just a credit union. It’s a partner in possibilities. By showing up, listening and providing opportunities, First Alliance is focused on creating a network of trust, care and opportunity across southeast Minnesota. To learn more about how First Alliance Credit Union can support your financial journey, visit www.firstalliancecu.com