June 18, 2021

Hy-Vee Inc. is getting into the financial services industry.

The grocer has launched Hy-Vee Financial Services in partnership with subsidiary Midwest Heritage.

Customers will be able to enroll in and apply for financial services, including checking and savings accounts, auto and home insurance, home mortgages, consumer loans and pet insurance. Additionally, Hy-Vee Fuel Saver + Perks and Hy-Vee Plus premium members also can access exclusive insurance services and additional savings on mortgage loans and pet insurance.

“Customers are now seeking more affordable and more convenient financial options,” said Hy-Vee chairman, CEO and president Randy Edeker. “By leveraging our ownership of our subsidiary Midwest Heritage, we are able to serve our customers in a new way that meets those needs, while also bringing more value to our Hy-Vee Fuel Saver + Perks and Hy-Vee Plus members.”

Additional offerings such as life insurance policies, health insurance plans and more are expected to be added to Hy-Vee Financial Services within the year.

Over the past several months, Hy-Vee and Midwest Heritage have installed contactless kiosks inside 210 Hy-Vee locations to allow a spot for customers to access an overview of the offerings available through Hy-Vee Financial Services. Using the kiosks, customers can access QR codes to learn more about specific services on their mobile device or pick up brochures for  information.

Midwest Heritage, a Hy-Vee company, is a full-service financial center headquartered in West Des Moines, Iowa, with branches in Chariton, Iowa, five Hy-Vee store locations in central Iowa and one Hy-Vee store in Overland Park, Kansas. Midwest Heritage has in excess of $375 million in assets.