Heartland Credit Union taps InvestiFi for embedded lending tools

Heartland Credit Union in Wisconsin is deploying InvestiFi’s embedded investing suite inside its existing digital banking platform, giving members direct, in-app access to guided and self-directed investing, crypto, and educational tools.

What the deal includes

• Heartland will use InvestiFi’s full stack: robo-advisory “Guided Investing,” self-directed brokerage, cryptocurrency and stablecoin access, and investor education content.​

• The self-directed module will let roughly 33,000 members trade more than 6,500 stocks, ETFs, cryptocurrencies, and stablecoins directly from their checking accounts.

• All of this is embedded into Heartland’s current digital banking UX, alongside card controls, bill pay, and digital wallets, rather than via a separate investing app or portal.​

Strategic context

• Heartland has been leaning into digital channels; its assets grew from about 231 million in 2014 to over 500 million by early 2025, with membership rising to more than 33,000.​

• InvestiFi positions itself as an embedded investing provider for community FIs, with prior implementations at credit unions such as Truity, Day Air, Thinkwise, and SouthPoint, all focused on keeping investing activity “inside” the institution instead of losing flows to apps like Robinhood or Coinbase.

• The move comes as Heartland is also pursuing a merger into Novation Credit Union, with member ballots on the unification due by March 31, 2026, so this capability could potentially carry into a larger combined institution if the merger is approved.​

Why it matters for embedded finance / CUs

• It’s another proof point that mid-sized credit unions are willing to embed securities and crypto rails directly into core DDA-based digital banking, rather than limiting themselves to traditional third‑party brokerage referrals.

• For InvestiFi, Heartland adds to a growing roster of community credit unions using the same white-label rails, suggesting a scalable model around digital wealth as a retention and cross-sell tool.

• The design—trading “straight from checking,” coupled with financial literacy resources—highlights the emerging pattern of using embedded investing both for product expansion and for a member-facing financial wellness narrative.