New agreement enables Heartland members to invest directly from their checking accounts with InvestiFi’s integrated solutions
InvestiFi, a leading provider of digital investment solutions for financial institutions, has partnered with Heartland Credit Union to deliver integrated digital investing tools through its award-winning InvestTech platform. The solution will be embedded within Heartland Credit Union’s existing digital banking platform, offering a secure, seamless, and user-friendly investing experience for members.
Headquartered in Madison, Wisconsin, Heartland Credit Union has served south-central and southwestern Wisconsin since 1936. Originally founded to serve telephone industry workers, the credit union has continuously evolved and expanded its field of membership to support individuals, businesses and agricultural communities across the region and beyond.
Angela Hanson, President & CEO at Heartland Credit Union, said: “Heartland’s mission is to help members make educated financial decisions and feel confident and secure about their financial futures. Partnering with InvestiFi allows us to offer a modern, accessible investing experience that brings powerful tools directly into our existing digital banking ecosystem. We are meeting members where they are and supporting them as their financial needs evolve, within an environment they already know and trust.”
“Integrating InvestiFi’s digital investing solutions is an exciting step toward making banking more meaningful for our members. It enables us to offer an all-in-one, digital-first experience that simplifies how members can manage and grow their money.”
Through the partnership, Heartland Credit Union will offer InvestiFi’s full suite of digital investing solutions, including guided investing, self-directed investing, and cryptocurrency access. The guided investing feature, a robo-advisory solution, will provide diversified portfolios aligned with individual members’ financial goals and risk preferences. Self-directed investing will allow members to buy and sell more than 6,500 stocks and ETFs, as well as cryptocurrencies and stablecoins, directly from their checking accounts. Members will also gain access to educational resources designed to support financial literacy and informed decision making.
“We are delighted to partner with Heartland Credit Union, a trusted institution with a long-standing commitment to its members and community,” said Kian Sarreshteh, CEO of InvestiFi. “By enabling members to invest directly from their checking accounts, Heartland is offering a safer, more seamless way for individuals to begin and continue their investing journeys.”
“With embedding investing, Heartland can offer members new ways to invest their dollars without moving funds out of the institution to third-party investing apps. This approach not only strengthens trust, but also positions the credit union to attract new members who are looking for convenient, institution-backed investing solutions closer to home.”
This partnership reinforces InvestiFi’s mission to make investing more accessible through community-based financial institutions, while highlighting Heartland Credit Union’s focus on innovation and member well-being. By integrating investing into its existing digital experience, Heartland is responding to growing member demand for convenient, trusted investment options within their primary financial institution.
Sarreshteh concluded: “As investing becomes an increasingly important part of members’ financial lives, it is critical for credit unions to continue innovating and providing the right tools and education to support confident, informed decision-making.”
