Credit Union Awareness Exceeds Consumer Consideration Goals

December 16, 2021

December 16, 2021
Washington, DC

Credit Union Awareness announced this week that they have exceeded consumer consideration goals. According to the second wave of research completed in November 2021, the program surpassed consumer consideration goals by 8 points from the 2019 baseline.

More consumers than ever are aware of credit unions. Unaided consumer consideration for credit unions as lenders has reached 22%, an increase of 8 points from the baseline and exceeding goal by 6 points. In addition, unaided consideration for checking/savings grew to 21%, an increase from the baseline and exceeding goal by 6 points as well.  For context, a 1-point increase in consideration is equal to roughly 2 million consumers.

While consumer consideration is the primary objective of the program, the research also measured consumer perceptions of the credit union brand.  “It’s clear that once consumers become members, they experience credit unions as exceptional, life long, financial partners” shared Chris Lorence, Executive Director, CU Awareness, LLC. “We are proud of what Credit Union Awareness has achieved in just the 3 short years of the program. The investments that credit unions, leagues, CUNA, and industry partners have made are propelling the movement forward.”

CU Awareness, LLC plans to be running the campaign in 30 states by Q1 2022. Currently, the program is in 27 states and has the backing of more than 1,100 credit unions nationwide. To date, the campaign has resulted in 4 billion impressions and over 11 million visits to – a consumer-facing website that all Credit Union Awareness ads link to as a call to action.


About CU 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 campaign designed to increase consumer consideration for credit unions. To find your nearest credit union, visit   

Lauren Williams
CUNA Communications