TruPartner Credit Union Launches Buy Now, Pay Later

The $160 million TruPartner Credit Union in Cincinnati, Ohio announced earlier this week that it has launched Buy Now, Pay Later (BNPL) services for members in partnership with equipifi.

The new service extends personalized, pre-qualified BNPL offers to TruPartner members within the credit union’s digital banking experience. The program serves members throughout their shopping journey, offering both a pre-purchase feature that gives members access to extra funds prior to shopping, as well as a post-purchase feature that converts eligible debit card transactions into installment loans, TruPartner said.

Bryce Deeney, CEO and co-founder of equipifi, added, “Buy Now, Pay Later is a must-have service for credit unions to offer to stay relevant to their membership because of its popularity and its halo effect on the entire banking experience. By launching BNPL, TruPartner is delivering safe and intuitive access to credit in the way that their membership prefers and committing to supporting their membership and their financial goals.”

equipifi is a Scottsdale, Ariz.-based provider of a white-label BNPL platform to U.S. financial institutions. It has worked with a number of other credit unions recently to roll out BNPL, including Atlanta Postal Credit Union (APCU) and Center Parc Credit Union, a division of APCU; Financial Plus Credit Union and Cornerstone Financial Credit Union.

According to the announcement, over 50 credit unions have launched their own BNPL product to their members. Research from equipifi found over 79% of members continue to use BNPL in year two, with overall usage increasing by 38%.

A J.D. Power study released on Feb. 25, 2025 found that the number of consumers using BNPL has increased year over year, especially during the holiday season, with Gen Y (born 1977-1994) and Gen Z (born 1995-2007) consumers using the service the most. Nearly half (42%) of them used BNPL versus 21% of consumers from other generations, the study said.