Marketing Tips

Local credit unions are the most favorably viewed financial institution type in the United States, according to our 2026 American Financial Consumer study. Seventy-seven percent of American consumers view local credit unions favorably. That is ahead of local banks, regional banks, national banks, and every fintech alternative in the survey.

If you asked your last 50 new account holders how they first heard about your institution, what would they say? If you’re like most community banks and credit unions, the most common answer would be: ‘Someone in my family told me about you.’

Here’s a number that should make every community bank marketer sit up straight: 76% of American consumers view local banks favorably. For local credit unions, that number is 77%, which is the highest favorability rating of any institution type in the country.