CUNA Mutual Group Contributes Additional $1 Million to Credit Union Awareness

September 14, 2021

September 13, 2021
Washington, DC


CUNA Mutual Group, a founding visionary of the Credit Union Awareness initiative, is continuing its support for the next phase of the program. As a leading supporter of credit union system growth, CUNA Mutual has contributed another $1 million to Credit Union Awareness as part of its ongoing efforts to reach and serve more consumers.  This brings CUNA Mutual’s total contribution since 2019 to $3 million.

The Credit Union Awareness initiative introduces consumers to credit unions through a highly targeted digital advertising program designed to overcome the long-held consumer beliefs about credit unions of “I can’t join” and “accessing my money may be hard.” Now in 27 states, Credit Union Awareness has the support of more than 1,100 credit unions across the country.

According to CUNA’s latest research, consideration for credit unions as lenders has reached 22%, an increase of eight points from the baseline in 2019.  In states where the program has run the longest, total consideration achieved double-digit growth. 

“Credit Union Awareness is a long-term strategy designed to reach the next generation of members by transforming consumer perceptions of credit unions,” said Robert Trunzo, president and chief executive officer of CUNA Mutual Group. “We are pleased with the initial results and are proud to contribute once again to help drive this critical initiative forward.”

“CUNA Mutual Group’s continued and generous contributions lead the way for credit unions, credit union service organizations, and service providers across the country to support this critical effort of raising consumer consideration of credit unions. We are grateful that CUNA Mutual Group recognizes the progress we have made for the industry and the importance of continuing the momentum into the next phase of the Credit Union Awareness initiative,” said Credit Union Awareness Executive Director Chris Lorence.

The Credit Union Awareness initiative has been in market since January 2019, rapidly increasing consumer awareness and consideration for credit unions.  The program gained 3.2 billion impressions and nearly 9 million consumer website visits to


About Credit Union Awareness LLC

CU Awareness LLC is a wholly-owned subsidiary of Credit Union National Association (CUNA). CU Awareness LLC is responsible for the administration, fundraising, and daily activities of the nation’s only paid digital media program designed to increase consumer consideration for credit unions. To find your nearest credit union, visit   

About CUNA Mutual Group

Built on the principle of “people helping people,” CUNA Mutual Group is a financially strong insurance, investment and financial services company that believes a brighter financial future should be accessible to everyone. Through our company culture, community engagement, and products and solutions, we are working to create a more equitable financial system that helps to improve the lives of those we serve and our society. For more information, visit

Lauren Williams
CUNA Communications