money with grad cap
Student Loan

Custom Choice Loan®

Get the money you need to help make higher education happen.

Service First has partnered with Cognition Financial to bring you the Custom Choice Loan, a private student loan that could help pay for college. You worked hard to get into college, let us help you pay for it.

Whether you are paying for tuition, housing, or other school certified expenses, this unique private student loan is a competitive choice that gives you the tools to achieve your goals.

  • Multiple repayment options to choose from1
  • Easy online application – prequalify2 in minutes
  • Returning Borrower3 Advantage - Returning borrowers will have their new application pre-filled and income verification waived4
  • No fees


Keep in mind, adding a cosigner with good financial standing makes approval 4X more likely. Plus, you may get a lower rate than you would if you applied on your own. 




Before applying for a private student loan, Citizens and Cognition Financial recommend comparing all financial aid alternatives including grants, scholarships, and both federal and private student loans.

The Custom Choice Loan® is made by Citizens (“Lender”).  All loans are subject to individual approval and adherence to Lender’s underwriting guidelines.  Program restrictions and other terms and conditions apply.  LENDER AND COGNITION FINANCIAL CORPORATION EACH RESERVES THE RIGHT TO MODIFY OR DISCONTINUE PRODUCTS AND BENEFITS AT ANY TIME WITHOUT NOTICE. TERMS, CONDITIONS AND RATES ARE SUBJECT TO CHANGE AT ANY TIME WITHOUT NOTICE.

1 Any student applicant who is enrolled less than half-time or who applies for a loan the month of, the month prior to, or the month after their graduation date, as stated on the application or certified by the school, will only be offered the Immediate Repayment option. The 15-year term and the Flat Payment Repayment option are only available on loans of $5,000 or more. Certain repayment terms and/or options may not be available depending on the applicant’s enrollment status and/or debt-to-income ratio.

2 In order to estimate the rates and loan options you prequalify for, Citizens will perform a soft credit inquiry, as authorized by you. Soft credit inquiries do not affect your credit. If you prequalify, the rates and loan options offered to you are estimates only.  Once you choose your loan options and submit your application, Citizens may perform a hard credit inquiry, as authorized by you. Loan approval, options, and final rate depend on the verification of information provided on your application, and information obtained from the credit inquiry(ies)  (and any cosigner’s credit inquiry(ies)).

3 A Returning Borrower is a student applicant or a student applicant and cosigner combination with either (a) a prior application that is awaiting school certification, or (b) a prior loan that has a disbursement scheduled or completed.

4 Income verification will be waived for Returning Borrowers who report the same employer, employment status, singular income source and an annual income amount within 25% of the annual income amount previously verified from such income source on a prior application or loan with an income verified date within eighteen (18) months of the hard pull decision date of the new application. If more than one prior application or loan with an income verified date within eighteen (18) months of the hard pull decision date for the creditworthy applicant exists, the most recent qualifying application or loan will be used to verify income.

5 The principal reduction is based on the total dollar amount of all disbursements made, excluding any amounts that are reduced, cancelled, or returned. To receive this principal reduction, it must be requested from the Servicer, the student borrower must have earned a bachelor’s degree or higher and proof of such graduation must be provided to the Servicer. This reward is available once during the life of the loan, regardless of whether the student receives more than one degree.

6 Earn a 0.25% interest rate reduction for making automatic payments of principal and interest from a bank account (“auto pay discount”) by completing the direct debit form provided by the Servicer. The auto pay discount is in addition to other discounts. The auto pay discount will be applied after the Servicer validates your bank account information and will continue until (1) three automatic deductions are returned for insufficient funds during the life of the loan (after which the discount cannot be reinstated) or (2) automatic deduction of payments is canceled. The auto pay discount is not available when reduced payments are being made or when the loan is in a deferment or forbearance, even if payments are being made.

Custom Choice Loan® is a registered trademark of Cognition Financial Corporation. Citizens is a brand name of Citizens Bank, N.A.  Member FDIC

Info Blocks
Save Money

Our competitive rates keep costs down on student loans.

Get Rewarded

Earn a 2% principal reduction on your student loan when you graduate.5

Earn Discounts

Enroll in auto pay to receive a rate reduction on your student loan.6