RiverFall Credit Union: Proudly Serving Bibb County Since 2021
By Sheila Duncan
RiverFall Credit Union (RCU) is a full-service, member-owned, financial institution that has been serving the West Alabama Community since 1953. RCU has since expanded into four convenient branch locations: Downtown Tuscaloosa (our main office), Highway 69 South, Northport, and Centreville. In total, RiverFall has around 40 employees, including our CEO, Scott Ryan, and COO, Susan Hannah.
The Centreville Branch, located at 901 Birmingham Rd, Suite C, is RCU’s newest location, which opened on October 5, 2021. The grand opening and ribbon-cutting ceremony took place in March 2022. The branch is led by Branch Manager Jessica Johnston and staffed by three full-time Member Service Associates (MSAs): Jacqi Crumpton, Karen Leonard, and Kathryn Huey. Residents of Bibb, Fayette, Greene, Hale, Pickens, or Tuscaloosa counties are eligible to become RiverFall members. To open a savings account, a $5 minimum deposit is required, and you must maintain a $5 balance. This account grants you membership and ownership in RiverFall Credit Union. I had the opportunity to speak with Tera Batayneh, the Marketing Director of RiverFall Credit Union, to gain a deeper understanding of the organization’s role.
The main difference between banks and credit unions is that banks are for-profit, while credit unions are not-for-profit. Unlike traditional banks that distribute profits to shareholders, credit unions return profits to their members through lower fees, better rates, and improved services. This model ensures that when RiverFall Credit Union succeeds, our members benefit as well.
When you bank at RiverFall Credit Union, you’re not just a customer—you’re a member-owner. This means your money works harder for you. They offer lower fees, better interest rates on savings, CDs, and loans, free Kasasa checking accounts that earn cash rewards, free online and mobile banking, and higher rates on deposits. They also provide exclusive member perks, including discounts on insurance and tax services through trusted partners like Love My Credit Union Rewards, TruStage, and Money Concepts.
Since credit unions are member-owned, not-for-profit organizations, members have a voice in how the organization is run through a one-member, one-vote system. All RCU members are invited to attend the annual Membership Meeting and vote for officials to exercise their ownership rights. The 72nd Membership Meeting will be held on Tuesday, March 4, 2025, at the Tuscaloosa River Market, located at 1900 Jack Warner Pkwy, Tuscaloosa, AL 35401. A light menu will be available starting at 6:00 p.m., followed by the business session and door prizes.
Additionally, the employees get to know their members, understanding their financial needs, and offering personalized services, making banking more of a relationship than just a transaction. RCU employees are committed to empowering their members with knowledge and helping them become financially savvy by providing budgeting tools and resources to support informed financial decisions.
Although their employees have always demonstrated RCU’s core values and mission statement, they just made them official a few months ago. We are extremely excited to share them with everyone, especially with their members.
Credit unions are deeply connected to their local communities, and RiverFall is a great example of this community-focused approach. RCU is committed to improving the financial well-being of the communities that they serve across West Alabama. Through RCU’s Community Reinvestment Program, they give back by sponsoring middle and high school sports teams, marching bands, clubs, educational activities, and local events.
Each spring, RiverFall awards up to three $2,500 college tuition scholarships to graduating high school seniors as part of this program. To be eligible, the student or a member of their immediate family must be a member in good standing of the credit union. Immediate family includes the student’s mother, father, brother, sister, or grandparent. No minimum GPA, ACT, or SAT score is required, but scholarships are awarded based on academic performance, leadership, community service, and financial need.
RiverFall Credit Union, formerly Tuscaloosa Teachers Credit Union, is committed to supporting education. At the start of the 2024-25 school year, they rejoined The Chamber of Commerce of West Alabama’s Adopt-A-School program, adopting Echols Middle School. Their partnership has started strong, with them sponsoring the perfect attendance donut party in October and the Student of the Month pizza party in December and they also adopted six students through the school’s Christmas Assistance program to help brighten their holiday season. Additionally, some of our employees had the chance to teach a day of classes through Junior Achievement of Tuscaloosa County. RCU is excited to continue working together to support education by promoting literacy, character development, supporting educators, and expanding career pathways.
Some of the most popular products or services that members love is Kasasa products! Their Kasasa Cash Back checking account is our most popular. You can earn up to 4.00% cash back ($12.00 per month/up to $144.00 per year) on purchases when monthly qualifications are met (such as using your debit card at least 12 times per month totaling $300.00+ and enrolling in e-statements).
The Kasasa Cash checking account is ideal for those with higher balances. Both this and the regular checking account are free and offer unlimited ATM withdrawal fee refunds nationwide when monthly qualifications are met. You can open an account at any of their four branches with the help of a trained account opener, or you can open one online, and a RiverFall employee will reach out to assist you. The “compare accounts” page on their website can also help you choose the right account for your needs.
This past July, RiverFall launched a new online banking platform and mobile app as part of their commitment to embracing new technology. The new system is a significant improvement over the previous one and has received positive feedback from members. The project, which took over a year and involved many employees, was smoothly launched and transitioned. Looking ahead, they also plan to get involved with indirect lending at auto dealerships.
On Wednesday mornings all branches have a delayed opening (10:00 a.m.) for training purposes. This time allows them to focus on employee development to ensure everyone can deliver an excellent member experience. They recently hired a new training coordinator, Myra Cochrane, who is excited to be a part of the RiverFall CU family. Her goal is to continue impactful learning experiences that inspire confidence and enhance the skills of their team to deliver exceptional service.
One of the biggest challenges credit unions face is competition from larger banks and FinTechs, similar to how “mom-and-pop shops” compete with bigger corporations, often not to their advantage. Other challenges include regulatory compliance, as navigating complex and constantly changing regulations can be time-consuming and finding new ways to grow membership and engagement. However, growing membership can also be seen as an opportunity by using data, AI, and digital engagement. This is particularly important for reaching younger consumers through digital channels. Additionally, upgrading technology can improve the member experience, offering personalized financial insights to help members reduce spending, manage debt, and improve their credit.
This is testimonial of one of the scholarship applicant essays RiverFall received last spring:
“River Falls Credit Union has greatly impacted my family. My father has an Auto Loan through the credit union. Kay Lackey was able to help him with the loan process. Her professionalism and kindness meant so much to him. My father’s job requires him to use his vehicle for travel. Through the loan’s approval, he brought a truck for his work needs. This impacts our family greatly because he is now able to provide for our financial needs without any worries. During the holidays, the credit Union offers a skip loan payment. This generously helps make the holiday season a little less stressful. This makes the credit union stand out from other institutions. They put their customers and families first. I believe that, with the assistance from River Falls Credit Union scholarship, I will be able to continue my education in college to become an influential person in my career. I appreciate the opportunity given to me to assist in fulfilling my dreams and look forward to the opportunities that lie ahead. Thak you for your consideration.”
Here are RiverFall Credit Unions value, mission statements and vision:
RCU’s mission statement: “We exist to provide a safe haven for your financial well-being, where dreams take root and thrive, guided by the principles of trust, community, and service to our members.”
The first letter of each of our six core values actually spells out BRIDGE:
Be Kind
Remember the Why
Impact Others
Deliver our Best
Grow Daily
Engage our Communities
Our core values exist to guide our mission of fostering financial well-being and community engagement. We believe in making connections that bridge the gap between individuals and their financial goals, empowering our members through trust, collaboration, and transparency. These values reflect our commitment to inclusivity, integrity, and service, ensuring that every member feels valued and supported on their financial journey.
RiverFall Credit Unions vision: “To stand out in our market by deepening connections, delivering the best member experience, embracing new technology, and adapting to change.”
