About Us

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About Us

The Banking Art

Some years ago, a small team of people determined to transform the banking sector launched a savings app. That app was the first step towards Affinity Savings.

Today, we’re even more determined and we’ve built a fully centralized bank-licensed, physical bank to help you get the best out of your money while keeping it simple and easy.

Affinity savings includes tools for your every day banking needs, investments while you earn just by saving with us.

So no matter who you are or where you live in the world, we’re here for you to make your banking dreams a reality. We know the headaches that comes with some complex banking institutions and that is why we developed this bank for your easy and seamless transactions.

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We Provide

Specialization in developing
business strategy

  • Our Values
  • Our Mission
  • Social impact
  • Our Purpose

We are driven by a core set of values that defines what we must do every day to best serve our clients, colleagues and communities.

We strive to continually foster an inclusive and diverse environment, where a variety of voices are heard and valued. We’re committed to supporting our colleagues and doing our part in advocating for and advancing equality.

Our Mission

Our mission is to empower our customers to achieve their financial goals by providing innovative, reliable, and secure banking solutions. We are committed to delivering exceptional service, fostering financial inclusion, and contributing to the economic growth of our communities.

Our Social Impact Mission

Our mission is to drive positive social change by providing accessible and inclusive financial services. We are dedicated to supporting underserved communities, promoting financial literacy, and investing in sustainable initiatives that enhance the well-being of society and the environment.

We aspire to be the world’s most exceptional financial institution.

Drawing on over 150 years of experience working with the world’s leading businesses, entrepreneurs, and institutions, we mobilize our people, culture, technologies, and ideas to advance the success of our clients, broaden individual prosperity, and accelerate economic progress for all.

Our purpose comes to life through our four core values:

  • Partnership
  • Client Service
  • Integrity
  • Excellence
RoadMap

The growth accelerator for individuals and companies

Over the years, we keep developing to meet your clients' specific needs thereby making our institution a coveted one.

Ease 98%
Attentiveness & Responses 80%
Marketing & Investments 85%
Security 99%
Our Team

Management Team

Founder/CEO

James H. Herbert, II

Mr. Herbert founded Affinity Credit Union Bank in 1985 and served as CEO for 37 years. From 2007, he also served as Chairman

President

Michael J. Roffler

Mr. Roffler joined Affinity Credit Union in 2009 as Deputy Chief Financial Officer.

VC & COO

Susie Cranston

Ms. Cranston has been with Affinity Credit Union since 2013 and was appointed Chief Operating Officer in 2022.

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Quality Banking For Everyone

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Affinitysavingsunion.com provides information to clients about their accounts and financial services by Affinity Savings Union and its affiliates.
Banking products and services are offered by Affinity Savings Union, Member FDIC and Equal Housing Lender
Investment Advisory services are provided by Affinity Savings Union Investment Management, Inc. Trust and Fiduciary services are offered through Affinity Savings Union Trust Company, a division of Affinity Savings Union; and Affinity Savings Union Trust Company of Delaware LLC and Affinity Savings Union Trust Company of Wyoming LLC, both wholly owned subsidiaries of Affinity Savings Union. Brokerage services are offered through Affinity Savings Union Securities Company, LLC, Member FINRA/SIPC. Insurance services are provided through Affinity Savings Union Securities Company, DBA Grand Eagle Insurance Services, LLC, CA Insurance License # 0I13184.