People's Choice Credit Union is a member-owned financial institution offering banking services like loans, credit cards, accounts, mortgages, and insurance across South Australia, Northern Territory, and Victoria[1][5]. Their target audience includes individuals and communities seeking personalized banking experiences. The unique selling proposition (USP) is being a 100% member-owned mutual organization, providing competitive financial products and personalized service, differentiating itself from traditional banks[2][4]. Following a merger with Heritage Bank, they are transitioning to People First Bank, maintaining their focus on community and member-centric banking[4].