Kroger Personal Finance is the financial services division of The Kroger Co., one of the largest supermarket retailers in the United States. It is not a bank itself but operates by partnering with established financial institutions (such as U.S. Bank) to offer co-branded products to its vast customer base. Its mission is to provide simple, affordable, and convenient financial solutions that can be accessed online or in-store. Services are integrated into the Kroger shopping experience, leveraging the company's large physical footprint and customer loyalty programs.