Highlights:
Turning Experian’s Latest Credit Union Insights into Opportunities.
- Proactive communication reduces risk
- Auto loans are a growth engine
- Unsecured loans and credit cards hold untapped potential
- Conservative lending is a brand advantage
- Data and education drive loyalty
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As we celebrate International Credit Union Day this month, we’re reminded of the unique and vital role credit unions play in today’s financial landscape. These exclusive insights are shared with our credit union partners to provide strategies and inspiration you can put to work within your organization. – Elisa Rode
With member-first service models and competitive rates, they’ve built strong reputations as trusted financial partners. But today’s environment is shifting fast, and consumer credit behavior is evolving – delinquencies are climbing, and fintech competitors are reshaping the lending game.
Experian’s latest report sheds light on how credit unions stack up against regional banks and fintechs, and these findings offer more than just data — they provide clear direction for how marketing strategies can help credit unions stay competitive and grow in 2025 and beyond.
Here are the biggest marketing takeaways from the report.
1. Rising Delinquencies Call for Proactive Communication
Across auto loans, personal loans, and credit cards, delinquencies have risen steadily since 2022. While credit unions fare better than fintechs, the upward trend means risk management must become a visible part of member engagement.
Marketing takeaway: Don’t wait until members fall behind. Use targeted campaigns to:
- Remind members of payment due dates.
- Offer flexible payment plans or hardship assistance.
- Educate members about budgeting and credit management
Marketing isn’t just about acquisition; it’s a tool for retention and risk reduction. By positioning communications as supportive rather than punitive, credit unions can deepen trust while reducing delinquency exposure.
Auto Loans Remain a Bright Spot
The report shows that smaller credit unions continue to dominate auto loan originations, even outpacing larger peers and regional banks through much of 2022–2024. Members clearly value credit unions for competitive rates and personalized service in this category.
Marketing takeaway: Double down on your auto loan edge.
- Use localized campaigns to highlight success stories—such as helping first-time buyers or refinancing to save members money.
- Personalize offers using member data (e.g., targeting households with maturing vehicles).
- Automate application and decisioning processes to streamline the experience.
Credit unions should treat auto loans as both a revenue driver and a gateway to deeper relationships, cross-selling credit cards, savings accounts, or insurance once the initial loan is established.
3. Untapped Potential in Personal Loans and Credit Cards
While originations for personal loans and credit cards have remained relatively stable for credit unions, fintech lenders continue to dominate volume. With their digital-first models and aggressive marketing, fintechs are appealing to segments that credit unions often overlook.
Marketing takeaway: Reframe the story around unsecured products.
- Emphasize flexibility and transparency in personal loan marketing.
- Consider leveraging alternative credit data in underwriting, then market inclusivity: “We see your whole story, not just your score.”
- Educate members on the responsible use of credit cards as tools for building credit rather than debt traps.
Campaigns that highlight fairness, transparency, and education can position credit unions as the safer, smarter choice compared to fintechs.
4. Conservative Lending = Marketing Differentiator
Credit unions continue to prioritize prime and super-prime borrowers across auto loans and credit cards. This conservative strategy contrasts sharply with fintech lenders, who take on more subprime risk.
Marketing takeaway: Market your stability.
- Build campaigns that emphasize financial security, community trust, and responsible lending.
- Showcase member stories where conservative lending helped avoid financial hardship.
- Target parents and young professionals who value safety over risk.
By owning this positioning, credit unions can lean into their brand promise: long-term member wellbeing over short-term profits.
5. Data and Analytics = Smarter Marketing
Experian’s report recommends using advanced analytics and machine learning for better risk assessment. But these same tools can supercharge marketing strategies.
Marketing takeaway: Put data at the center of campaigns.
- Use predictive analytics to identify life events—marriage, home buying, college—that may trigger new loan needs.
- Segment members by financial behavior, not just demographics, for more relevant outreach.
- Test and optimize offers across digital channels with machine learning to see what resonates fastest.
The ability to predict member needs—and market to them in real time—is where credit unions can close the gap with fintech competitors.
6. Credit Education as a Relationship Builder
Younger consumers, particularly Gen Z, are entering the credit market with limited knowledge and high expectations for transparency. The report suggests credit unions can build long-term loyalty by offering education alongside financial products.
Marketing takeaway: Make education part of your brand.
- Create digital content hubs with short videos, FAQs, and calculators.
- Partner with schools and community organizations for financial literacy workshops.
- Use social media to deliver bite-sized, relatable tips that resonate with younger audiences.
Education doesn’t just support members—it sets credit unions apart from lenders who focus solely on transactions.
Final Thought: Compete on Trust and Technology
Experian’s findings make it clear: credit unions are holding their ground but face increasing pressure from fintechs and regional banks. The winning formula moving forward will be a blend of trust, technology, and targeted marketing.
- Trust: lean into credit unions’ reputation for conservative lending and member-first values.
- Technology: embrace automation, data, and analytics to compete with digital-first challengers.
- Targeted marketing: Use insights to deliver personalized, timely, and educational campaigns that strengthen relationships.
As we celebrate International Credit Union Day this month, we are again reminded of Credit Unions’ purpose: People Helping People. The credit union difference has never been more relevant. With the right marketing strategies, credit unions can not only weather the challenges of 2026 but also grow stronger and more connected to the communities they serve.
SOURCES:
CU Insights, June 2025
Experian report, produced by Experian.
