Altura Credit Union Named Best in State by Forbes, Customers Praise Personal Service

Altura Credit Union has been recognized by Forbes magazine as one of the best credit unions in California, a distinction that reflects the trust and satisfaction of its members.

NBC Palm Springs spoke with Coachella branch manager Ruby Lerma, who says the honor highlights the credit union’s commitment to providing personalized service.

“You're dealing with people’s finances, and that’s a big part of somebody’s life,” Lerma said.

Longtime member Ruby Lerma of Coachella has been banking with Altura for more than eight years after switching from a bank where she felt dissatisfied with the service.

“I was looking for a new bank because the other bank that I was previous with, I didn’t like their service,” she said. “People like Ruby say they feel safe doing their banking here, especially when times get tough.”

She shared how Altura helped her navigate financial transactions during a family emergency. “They explained to me what to do, how it was done, and it was done,” she said.

Employees at Altura say their goal is to go beyond transactions by treating customers like family, listening to their needs, and being there during life’s highs and lows.

Altura Credit Union operates four branches across the Coachella Valley, including Palm Springs, Rancho Mirage, Indio, and Coachella.

“We hope that our members leave with a great experience,” Lerma said.

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