The Golden Rule: treat everyone as you would want to be treated. Seems simple enough. At the Heber City branch of America First Credit Union they live by this motto, and they take it to the next level with a “people helping people” philosophy.

Justin Goodrich has been the branch manager here in Heber Valley since 2009. Over those years he’s been able to see this philosophy play out in many different scenarios.

“America First has an employee volunteer program called The Greater Good,” said Goodrich “and some of the things we have done in this area as part of that program include volunteering with Big Brothers Big Sisters, our ‘Warm the Soles’ program, which raises money to buy shoes and socks for kids in need and Habitat for Humanity to help build homes.”

Taking an active role in the community in these service initiatives is something the staff really enjoys, but it’s helping their members meet their financial goals that really makes them shine. Goodrich’s branch has ten employees that have formed a tight knit group that cares about their customers.

 “We really pride ourselves in getting to know our members and building relationships that go beyond the average customer service experience,” said Goodrich. “My favorite compliment I’ve received about my branch is that coming in feels like a Cheers episode ‘where everybody knows your name’.”

Located inside Lee’s Marketplace on the south end of Heber City, America First has been in Heber Valley for over 20 years. Goodrich says may of the customers love the expanded service hours in-store branches typically have. When most financial institutions are closing around 5 pm they stay open until 7, even on Saturdays.

Helping people is one of the reasons Goodrich himself got into the financial industry. Money plays a large part in most people’s lives and it is rewarding for him to help folks reach their dreams or make life simpler.

“I love the opportunity I have each day to make a difference in my members’ lives. I love seeing peoples’ dreams being realized. When someone is able to purchase a car, a home, or get a business up and running, I love that I get to play a role in that,” he said.

When it comes down to it the Heber branch of America First Credit Union works hard to make sure that their members feel comfortable, served and taken care of. It really is the Golden Rule or “people helping people” that keeps their customers coming back.

The Heber Valley Chamber of Commerce is proud to recognize America First Credit Union as the Business of the Month for April.