PenFinancial Credit Union is a values-based financial cooperative serving over 21,000 members in the Niagara Peninsula. It offers a full range of financial services, including banking products, investments, and loans, both digitally and through six branches. The credit union is committed to community development, investing 10% of pre-tax profits locally. Its unique selling proposition is its truly local focus, making decisions based on members' interests rather than shareholder profits, and its commitment to environmental sustainability as a Certified B Corporation. The target audience includes individuals and businesses within the Niagara region seeking community-oriented banking services.