Route 31 Credit Union: Serving Communities Along the Lakeshore
Route 31 Credit Union has spent more than 75 years serving the West Michigan lakeshore, growing alongside the communities it calls home. Originally founded as Muskegon Co-op Federal Credit Union, the organization has evolved over time while remaining the same credit union that prioritizes its community.
In recent years, Route 31 expanded its field of membership beyond Muskegon County, opening access to members across 17 Michigan counties, from Ottawa County north to Leelanau, as well as several central counties. In 2022, the organization officially became Route 31 Federal Credit Union, a name that reflects both its expanded reach and its connection to the lakeshore.
Route 31 takes a people-first approach that reflects the needs of the community it serves. “We look at the credit and the character of the person. It’s truly about people helping people,” shared Nick Green, Business Development Officer.
A Relationship-Driven Day to Day
At Route 31 Credit Union, daily work focuses on understanding members’ needs and finding solutions that traditional financial institutions may not offer. “We really try to be community-centric and think of ways that traditional financial institutions won’t serve in that capacity.” Green shared.
Route 31 offers a full range of consumer products, including savings and checking accounts, mortgages, home equity loans, auto loans, secured loans, and credit cards. Some checking accounts also include added benefits such as telehealth and roadside assistance, designed to meet real-life needs.
On the business side, Route 31 is an SBA-certified lender offering SBA loans and business accounts. For nonprofits, the credit union limits fees, often to zero. “It’s really about giving back to the community we serve,” Green explained.
Route 31 also offers several programs for businesses, including the Grit n’ Growth program, which provides small businesses between one and three years old with access to capital. The credit union is also connected to the Business Equity Initiative, offering a special loan program for women and minority-owned businesses. “Those loans perform well,” Green shared. “It proves that sometimes you just have to trust people.”
Across all services, the emphasis remains on relationships. “It’s a relationship at the end of the day,” Green said. “We really try to keep everyone’s best interest in mind.”
Serving Muskegon County with Intention
Muskegon County plays a central role in Route 31 Credit Union’s identity and mission. Employees and board members are intentionally selected from Muskegon County and West Michigan, ensuring leadership that understands the region and its needs.
“We’re proud to be a local financial institution that’s been around for 76 years,” Green shared. “We’re still the same credit union that loves serving our community. We believe in Muskegon County. We want to see it flourish, and we want to be a part of that growth.”
Route 31 also recognizes the unique challenges within the county and the importance of listening. “Truly understanding what the needs are here in Muskegon County is important,” Green noted. “It’s an underserved population, and we’re doing our best to serve at every capacity we can.”
Belief in Economic Development and Partnership with GMED
Route 31 Credit Union’s decision to invest in Greater Muskegon Economic Development stems from a desire to connect with the entire business community and support long-term economic growth.
“We really wanted to tap into every corner of the business community,” Green shared. “Economic development in Muskegon is so important to keeping businesses here.”
Route 31 values GMED’s leadership and the positive momentum taking place across the county. “It’s really cool to see the way things are going, and we’re excited for the future of GMED and what it’s going to become,” Green said.
Through its partnership with GMED, Route 31 Credit Union continues its long-standing commitment to supporting Muskegon County by investing in the community, local businesses, and the people themselves.