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Member Stories

Read about the very real impact that Freedom First has on our members

Freedom First's impact goes beyond our balance sheet. Read the stories below and take a look at the collective impact we bring to our communities.

Freedom First's Community Impact

Picture of Constance with Freedom First staff holding a check for her auto loan payoff

Constance's Story

Kat's Story

James's Story

Aaron's Story

Juan Luis's Story

Tim's Story

Cheryl's Story

Scott's Story

Joe's Story

KJ's Story

Alicia's Story

White Freedom First star on gray background

Franklin's Story

Gloria's Story

Ed Walker's Story

Portrait of Nicole and Daniel closing on their home

Nicole & Daniel's Story

Deanna's Story

Erica's Story

Robin's Story

CeCe's Story

Andrew's Story

Three smiling children hugging at the West End Center for Youth

Our community impact.

Freedom First's mission is Helping People Prosper - Helping Communities Thrive. See just how much we impact our community.

Impact by the Numbers

Freedom First team members at the Berglund Center

Join Our Team

If you want a rewarding career at an organization built on community impact, then why not join the Freedom First team?

Careers at Freedom First

Financial Well-Being Impacts Everyone

No matter where you are in life, you could benefit from a boost in financial well-being.

Explore our Financial Well-Being Tools

Contact & Help Center

We're available to our members day and night. Our Help Center is here to assist you with any questions you may have.

540-389-0244 866-389-0244 Routing #: 251483023

Constance was the winner of our Langhorne Branch Grand Opening Auto Loan Payoff Sweepstakes.

Her full story is coming soon!

Kat Pascal, co-owner of local restaurant Farmburguesa, became a Freedom First member when she realized she could have a personal relationship with her banker and not be treated like just a number. Freedom First employees often eat at Farmburguesa, creating a sense of community that Kat didn't experience with her prior banking relationships, and it made her feel like she was part of something bigger.

"I've been with bigger banks before, and there you're kind of just a number. But what you find with Freedom First is that you have a personal relationship with your banker. There's a real sense of community."

Community is something extremely important to everyone at Farmburguesa. It's a locally-sourced farm-to-table restaurant with Colombian roots that also gives back through FarmburGIVES, a program that donates 10% of sales to a local nonprofit each Tuesday.

A Roanoke native born to second-generation Colombian immigrants, Kat is the founder of the Latinas Network, an organization that creates a bridge between resources and the Latina community. She also was a founding board member of Nuestro Comercio Latino and served on the Blue Ridge Literacy Board of Directors. Currently, she also serves as the Hispanic Business Advisor for the Roanoke Regional Small Business Development Center.

Watch Kat's Full Story on YouTube

James Taylor, a Roanoke area attorney, moved to Virginia from South Korea several years ago and found himself in need of a new place to bank. Once he arrived, a friend recommended Freedom First to him, and James has been happy ever since.

"On thing I have really appreciated about Freedom First is sometimes you get lost when you call one of the big financial institutions, but I've never felt that way with Freedom First."

As an attorney, responsiveness is very important to James's business. Freedom First has always responded to his emails within the hour, sometimes sooner. It allows him to focus on his work.

"I chose Freedom First because every single employee that I've met has put me first. You just don't get that with big banks."

Moving to Roanoke from South Korea was an entirely new experience for James, his wife, and their two children. He had to make sure he and his family had their checking, savings, and other bank accounts set up properly.

"Being a multicultural family that speaks several languages - English, Korean, and Japanese - we found that no matter the language or cultural understanding that we needed, the employees at Freedom First will always help us out. I was also very surprised and pleased to learn that some of the employees at Freedom First speak Korean and Japanese. It was very welcoming."

Watch James's Story on YouTube

Aaron Fernandez needed a reliable local banking partner for his business, Interstate Batteries in Salem. As a local small business, he knows that a personal touch and commitment to your own neighborhood can go a long way in terms of success.

“I found a great connection with Freedom First in that we both think locally. The way that Freedom First invests in the community, the way that they treat their people, and the way that they treat their clients aligns with the way that I like to do business.”

Aaron finds that banking with Freedom First allows him to build relationships that make doing business more enjoyable and convenient. Not having to worry about his banking needs means that Aaron can focus more on his family - taking his kids to sporting events, helping them with school, and simply spending more time with them.

See Aaron's Full Story

Juan Luis Nicolau, PhD is the J. Willard and Alice S. Marriott Professor of Revenue Management in the Virginia Tech Pamplin College of Business.

As an expert in hospitality and tourism management, he wanted to bank somewhere with excellent customer service and helpful staff. He found that Freedom First was the perfect fit for him when he moved to Blacksburg from Spain.

"My favorite thing about Freedom First is the personal relationship they have with the customers. It made my transition from Spain much easier because they helped me navigate a completely different financial system."

Watch Juan Luis's Story on YouTube

When Tim Brady, Head Distiller and Co-Owner of Brady's Distillery, retired from the military, he was banking with a big, national bank but didn't like how he'd always have to sift through a confusing phone tree then sit in a queue all day just to take care of simple issues. He was looking for more of a personal touch that could also free up his time to keep the momentum going to successfully open the distillery.

"[Banking with Freedom First] has just paid dividends. Just having the ability to reach out and speak with someone local - even be able to text some of the bankers - it couldn't be any better."

Now instead of sitting on hold all day with an out-of-state customer service representative, Tim can focus on running his business and positively impact the local economy while Freedom First's bankers handle all the hassle. If he needs capital to expand his business - or his nonprofit, Roanoke Veterans Outreach - he knows where to turn.

See Tim's Full Story

When Cheryl Bennett, Owner of Shirley’s Bed and Breakfast, needed a banking partner, she was glad to find Freedom First.

Part of owning a small business is building partnerships in the community around you. When faced with the choice between a large, national bank and a locally headquartered credit union, Cheryl weighed her options and considered her priorities.

As a local business owner, Cheryl loves how easy and accessible Freedom First branches are. “One of the things I really enjoy the most is if I have questions and need to talk to someone live, I know there’s a number I can call and someone will pick up and talk to me.”

See Cheryl's Full Story

Scott Elliott, owner of Custom Structures in Lynchburg, knew he wanted to bank somewhere local so he'd be seen as a person and not a number. And every time Scott contacts Freedom First, he receives a reply within 15 minutes. He knows he will always get a quick answer, and that makes him feel like a truly valued member.

"Community is very important to me, and it's very important to my whole team. Without the community, we wouldn't have business."

Scott continued, "Freedom First is known in Roanoke and the New River Valley for their community giving, so I'm glad to see them come to Lynchburg. We're very supportive of community give-back."

Watch Scott's Full Story on YouTube

When Joe Migdadi and his family moved to Roanoke from Jordan, he seized the opportunity to open Cello Coffeehouse and Cafe in the Market Area downtown. "I love downtown Roanoke," Joe said. "I'd like to bring the culture of the Middle East - the food and drink - and share it with the people here."

"Freedom First helped me upgrade my business with a City grant for businesses hurt by the pandemic. The employees are very nice and helpful, and everything was so smooth and easy."

Supporting the banking needs of locally-owned small businesses is crucial to keep our economy growing and community vibrant. And unlike many other financial institutions, Freedom First can help make sure that federal, state, and local capital is deployed to the very businesses (like Cello) that make our region so special.

Find Joe's Full Story Here

KJ Ford of K&J Properties in the New River Valley found his freedom banking with Freedom First because as a local business owner, he enjoys the close relationship that Freedom First has with members.

"It's like you're doing business with a friend or family. There's trust and a genuine connection."

He finds that it makes his life so much easier to be able to call or text his banker and get a response right away - without even leaving his project sites. That frees KJ up to manage his team and focus on renovating homes throughout Roanoke, the New River Valley, and even into North Carolina.

Watch KJ's Story on YouTube

Alicia made a resolution not to accumulate a lot of debt, but when a lack of credit history meant she couldn't get a traditional auto loan, she realized that the Responsible Rides® program could be the solution for her. Alicia had very specific needs for her vehicle - she needed to make sure it had enough room to store her sister's walker and be easily accessible.

COVID-19 made the car buying experience extremely stressful due to shrinking inventory, supply chain disruptions, and financial uncertainty among potential sellers, but Alicia was able to find the exact car she was searching for. She walked into her nearest Freedom First branch and picked up her check for the auto loan the same day.

Alicia also attended one-on-one financial counseling sessions at the Roanoke Financial Empowerment Center with Araceli Ruiz, who helped Alicia better understand her credit score and answered her questions about personal finance.

"I had no defense against Araceli's optimism. She prompted me to think about furthering my education and increasing my marketable skills. Her focus and encouragement motivated me to start taking classes."

A Salem native with a passion for women's healthcare, Alicia now attends Virginia Western Community College where she studies Entrepreneurship and Business Administration. Araceli was also the one who pointed Alicia in the direction of the Freedom First scholarship program that helped Alicia secure the funds to buy a laptop for her online classes.

"I've really enjoyed being a member and all of the services Freedom First provides, especially the community aspect of it. It seems like Freedom First really cares about making a difference in the community. It's made a difference in my life, and I've spread it around to other people."

Franklin, a young man looking to spread his wings and live independently, came to Freedom First hoping to buy a home of his own. He began his career journey 10 years ago when he joined the Carilion team after successfully completing the Project Search Special Education Program through Montgomery County Schools. He's an active participant in Young Life, Best Buddies of VT, and his softball team made it to the Special Olympics National Games in 2019.

Franklin had experience living as a renter but moved back in with his parents when the COVID-19 pandemic began. He had enough saved up for a down payment, but with no credit score he struggled to qualify for a traditional mortgage.

Freedom First's Affordable Housing Program uses alternative credit sources - such as bill pay history verified through account transactions - to provide custom underwriting for people in situations like Franklin's. There were a few obstacles along the way, including rejected offers and complications with his home inspection.

But Allison Wolf worked with Franklin and his mother Anne to solve each problem until Franklin was finally able to call himself a proud homeowner. "Allison was so great and a very positive person to work with," Anne said. "As a parent, you love to see your children achieve their goals."

Thanks to the hard work of all parties involved, Franklin closed on his townhouse in June 2021. But purchasing the house was just the first step - he's also undertaken a number of home improvement projects to really make it his own.

Gloria describes her financial situation before coming to Freedom First as "not a good one." She was emotionally stressed from judgments, bankruptcy, and dealing with collection agencies. She didn't even know where to begin to get back to a position of stability.

Staff at the West End Branch who got to know Gloria recognized that she needed some guidance. So they referred her to financial counseling, where she was able to outline her goals and current situation before putting a 6-month action plan into place.

"Banking with Freedom First has changed my life in so many ways," she says. "It's really made a difference in everything that I do, how I live now. I was able to get a loan to consolidate my debt and pay off everything that I owed. I was also able to start building my credit with small purchases on my Freedom First credit card that I paid off each month to show that I am creditworthy."

She admits that the process wasn't easy and took a great deal of patience, diligence, and follow-through to build her credit back up and pay off her outstanding debts. But in committing to her action plan, she was able to show her teenage son how to manage his own finances.

"I'm showing my son that you can start making smart financial decisions when you're still young, and that can set you up for a more successful future so you don't have to go through what I did," Gloria explains. "But he also sees that if you do end up in a tough spot, it's not impossible to overcome it and turn things around. If I can do it, so can you."

Watch Her Story on YouTube

Redeveloper, Roanoker, and community-minded entrepreneur Ed Walker banks with Freedom First because, "where your money is matters."

He explains, "I can deposit my money with a regional, national, or multi-national private bank and all the benefits of my deposits, fundamentally, will go to their shareholders. Or I can deposit all of my money with a community-oriented credit union like Freedom First and the exponential impact of my deposits go to benefit my own community - where I live and work."

Freedom First financed a number of Walker's rehabilitation projects, including the Salem Motor Lofts, which transformed a long-shuttered historic building into a restaurant space and luxury lodgings in the heart of downtown Salem.

"When you invest in a credit union like Freedom First, you're investing in your community. And we all want exponential impact from the money that we earn. So what is the smartest way to put the money that we earn to work? It's to deposit it - which is an investment - in a credit union like Freedom First."

Watch the Ed Walker Video Series Here

When Daniel and Nicole decided they wanted to buy a home, they first tried inquiring at bigger banks. "They just showed us numbers, as opposed to having a conversation with us and asking who we are, what our goals are," Daniel recounts. But the couple felt an immediate difference when they came to Freedom First. "It was about the person over the credit score or amount of money, and the counselors shared their own home buying stories with us, which made us feel less alone."

At first, it was difficult to overcome the fear of sharing their finances with each other for the first time as a married couple, but they were determined to do whatever it took to reach their goal. "There was no judgment through the whole process," Nicole says. "They stayed right with us the whole time. And now we're comfortable enough to coach each other, to talk to each other about financial decisions that we used to make on our own."

Originally, the action plan the couple made with the financial counselors was meant to take a year to accomplish - but Daniel and Nicole far surpassed their own expectations by becoming homebuyer ready in only 5 months. "We worked really hard on building our credit and getting everything in order," says Nicole. "Allison reassured us that she would take care of the financial side of our mortgage and told us to have fun picking out a home we really love."

"From the start, it always felt like Freedom First was working just for us," Daniel adds. "They were solely invested in our journey and genuinely excited for us. They even came to our housewarming party to celebrate! It made us feel like we made the right decision to work with Freedom First."

Watch Their Story on YouTube

Deanna was always wary of accumulating any debt in her name, so she had never really considered getting a loan to buy a car. But when her family's old car broke down while she was pregnant and needed to get around Franklin County, she and her husband took a closer look at the Responsible Rides® program she learned about through an information session at STEP, Inc.

"Freedom First taught us about what it means to get an auto loan," she recalls. "Getting that education on what to expect, what healthy debt is, what a good car payment is, what a good rate is - it really helped us realize that it was a good option for us."

Deanna also learned how to keep her car in great condition through the vehicle maintenance classes. "We learned different things about how to maintain a car so it lasts as long as possible," she says. "Even though we were cautious about getting a loan at first, it actually saved us money in the long run because we're not having to repair it every few weeks like with the old car."

Freedom First's personal touch with this program and others is what keeps Deanna a member. "Responsible Rides® has a connection with local dealerships that makes the car buying process less intimidating and a lot more affordable than going it alone."

Watch Her Story on YouTube

Erica needed a car to commute to her new job, but she wanted to make sure it was affordable and what she really needed for herself and her family. A single mom, she'd taken some financial hits while working her way through school. Banks were reluctant to deal with her - but not Freedom First.

The Freedom First team worked with Erica to look at her overall financial picture - where she was, where she would need to be to achieve her goal - and started off with a credit counseling class to help her clear up her credit.

A car loan through the Responsible Rides® program was just the beginning to a new life. Erica also became qualified to buy a home through our Affordable Housing Program - and she was the first to do so in her family.

"My dreams are coming true. My family - they're proud of me. Everybody is proud and it just makes me feel good to know that I beat the odds."

Watch Her Story on YouTube

Robin qualified for a Payday Relief Loan at Freedom First. She'd heard about our Impact Banking products and set up a financial counseling appointment. Robin is a single grandmother who is the guardian to her grandchildren, and she turned to a payday lender to cover the cost of the custody legal fees.

Using her alternative credit history - like utilities and bill payments - and a glowing reference from her employer, Freedom First approved the Payday Relief Loan. Robin took charge of her finances and found the payments to be much more manageable. The great experience moved her to switch all of her other financial accounts over to Freedom First.

CeCe was referred to Freedom First from Impact Living Services. She's a beacon of how our Impact Banking products such as Responsible Rides® can make monumental changes in people's lives.

Thanks to the Responsible Rides® program, CeCe - a foster child - had reliable transportation to get a job and attend college to pursue her Accounting degree.

"I now have transportation, a job, and have established a solid footing - financially and emotionally. Thank you, Freedom First!"

Watch Her Story on YouTube

"When you first get out of the military and become a civilian again, it now becomes a matter of 'I'm on my own now.' How am I going to continue to get money coming in so that I can continue to make my cell phone or car insurance payments? It's a little bit of a struggle when you first get out.

The financial struggles I was having was mainly just acquired debt. Do I put food on the table for me and my son, or do I pay this bill? It's just simple things like that, just general life that can come and spiral you out of control. If you don't continue to work on it or pay attention to it, the list just gets bigger and bigger and more difficult to get out of.

Freedom First gives the the tools that I need, and they are pointing me in the right direction. It's not that they just said, 'Here's the information you need... bye.' Instead it's, 'Here's the information you need. We're going to check up on you at least once a month.' Every time I get something paid and I get that receipt in the mail, it's a very uplifting and stress-relieving feeling."

Watch His Story on YouTube