As a not-for-profit, member-owned cooperative, First Florida Credit Union's primary focus is to serve the financial needs of its members. Because First Florida does not have stockholders, "people before profits" is alive and well. Earnings are returned to members in the form of lower rates and fees, in addition to higher earnings on deposits. First Florida is governed in a democratic way by a volunteer board of directors who are also members. Financial Literacy programs are readily available.