By AnnaMaria Andriotis 

The largest credit union in the U.S. by assets has begun offering private student loans, making Navy Federal Credit Union the latest lender to enter a market that is seeing increased competition and innovation.

The Vienna, Va.-based credit union began accepting applications for student loans on Saturday and is offering to refinance existing student loans. It is the first time the institution, which has more than $64 billion in assets and more than 5.5 million members, has ventured into the private student-loan arena.

The student-loan market has become less risky for lenders in recent years as institutions tighten their requirements, and it offers the potential to develop relationships with young adults who may be looking for a broad range of banking services now or in the future. Other lenders that have expanded their activity in the student-loan business include Citizens Financial Group and Social Finance, better known as SoFi.

Refinancing especially has taken off as lenders look to poach the most desirable borrowers, those with high credit scores and cosigners, from other lenders. Citizens Financial began refinancing private student loans early last year and began replacing federal student loans with private ones in September. SoFi originated $1.25 billion in student loan refis in 2014, up from $224 million a year earlier. The firm, which refinances private and federal student loans into new private student loans, said it refinanced more than $500 million in student loans in the first quarter of this year.

Unlike federal student loans, which are available to all students and have high default rates, private student loans are exhibiting losses that are low and declining. Gross charge-off rates--the percentage of dollars in outstanding loans that lenders have written off as a loss because they don't expect repayment--fell to 2.42% in the third quarter of 2014 from 3.11% a year earlier, according to the latest data from MeasureOne, a San Francisco-based firm that tracks student loans. That was the lowest level since at least the third quarter of 2008, the furthest back the firm tracks the data.

For lenders including Navy Federal, it is also a market-share play. Nearly one million--or about 18%--of the credit union's members have federal or private student loans, says Aaron Aggerwal, assistant vice president of education lending. (The institution reviewed members' credit reports to come to that figure.) The credit union aims to offer many of them the opportunity to refinance into lower interest rates, thereby closing out a loan that is currently being paid to a competing lender and originating a new one with the credit union.

Navy Federal also expects many of its existing members will need student loans for themselves or their children in the coming years. About half of its members are under the age of 35 and, among that population, more than 500,000 are younger than 18, says Mr. Aggerwal.

Wells Fargo, the second largest private student lender by origination volume, has also been moving to increase originations, banking on the likelihood that its private-student-loan borrowers will come to it for mortgages and other loans when they need them. The lender rolled out loan modifications last year to offer repayment options to some borrowers who were having a hard time keeping up with their payments--a rarity in the private-student-loan industry and a move Wells said it hoped would foster customer loyalty.

Wells Fargo says the dollar amount of its private student lending has been increasing 5% to 6% on average each year for at least the past three years. The lender sold its portfolio of federal student loans last year in order to grow its private-student-loan business and focus more on its existing customers.

New private student loans for undergraduates and graduates attending college totaled just over $7 billion for the 2013-14 academic year, up 6.2% from the prior year, according to MeasureOne, whose data account for at least 80% of the private student-loan origination market. (These figures exclude refinancings.)

It was the third consecutive increase since the market bottomed out in 2010-11 because of the financial crisis and the subsequent tightening of lending standards. In each of the past few years, less than 10% of the dollars extended in private undergraduate student loans has gone to student borrowers without a cosigner--an adult, often the student's parent, who signs on to the loan and is also responsible for payments. By contrast, the figure was 23.3% in 2008-09, according to MeasureOne.

Navy Federal is offering only variable-rate loans, on which interest rates can adjust as often as every quarter. The rates are pegged to the three-month London interbank offered rate. For students going to college, the rates currently range from as low as 3.25% to 9.51% depending on creditworthiness, whether there is a cosigner and other factors. The rate range for refis is higher, at 3.76% to 10.25%. Borrowers can get a discount of a quarter of a percentage point when they set up automatic bill payments for the loan. Loan repayment periods run 15 years.

The interest rates on federal student loans currently given out are fixed. Most private student lenders offer borrowers a choice between fixed and variable interest rates. Some of the lowest private student-loan interest rates are offered on variable-rate loans, but those rates and their monthly payments can increase substantially over time if prevailing rates rise.

By refinancing federal loans into private loans borrowers often lose many of the flexible repayment options the government offers, including debt forgiveness for public-service jobs and some income-based repayment programs.

Navy Federal says borrowers without a cosigner will generally need a FICO credit score of at least about 660 (on a scale that ranges from 300 to 850). If there is a cosigner, one of the two borrowers needs at least roughly a 640. But it says it will consider lower scores from borrowers who have a long relationship with Navy Federal or many assets there or have other loans with Navy Federal that they've handled well.

Write to AnnaMaria Andriotis at annamaria.andriotis@wsj.com

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