Through, More Consumers Than Ever Are Aware of Credit Unions

Consumer consideration has increased from baseline measurements in all categories.

May 19, 2022

May 19, 2022
Washington, DC

Just over one month after launching the new website, Credit Union AwarenessTM announced an additional exciting milestone – another significant increase in consumer consideration for credit unions. The April 2022 results of the ongoing bi-annual consumer research indicate a continued increase in national consideration for credit unions. Consideration, one of several key performance indicators measuring the impact and success of the program, has increased a total of 11 points since the program's inception.  

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It is clear that once consumers learn about the unique benefits of credit unions, consideration for a credit union increases when making a financial decision,” shared Chris Lorence, executive director of CU Awareness LLC. “Over the last three years, the program has successfully added ‘credit union’ to the consideration set of roughly 22 million consumers who are in market for financial services. We are proud of what we’ve achieved thanks to the investments from credit unions, Leagues, CUNA, and industry partners.”   

Based on the key performance indicator successes and credit union participant feedback, Credit Union Awareness launched an expanded program strategy in 2022 that directly connects more consumers to credit unions. To date, the program has driven over 14 million visits to – a consumer-facing website that encourages visitors to learn more about the benefits of credit unions, and ultimately the pathways to membership. 

“Imagine the impact on consideration and credit union market share when all 50 states and thousands more credit unions are participating in the program.” added Lorence.


About CUNA:           
Credit Union National Association (CUNA) is the only national association that advocates on behalf of all of America’s credit unions, which are owned by 130 million consumer members. CUNA, along with its network of affiliated state credit union leagues, delivers unwavering advocacy, continuous professional growth and operational confidence to protect the best interests of all credit unions. For more information about CUNA, visit To find your nearest credit union, visit

Deshundra Jefferson   
CUNA Communications