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Three-Quarters of Consumers Familiar With CUs, But Just 1 in 4 Says a CU is PFI, & Other New Findings

WASHINGTON– More than three-quarters of U.S. consumers said they are familiar with credit unions and hold a positive impression, yet just one-in-four banks primarily with a credit union, a new survey has found.

The 2026 Credit Union Consumer Perception Report from CUCollaborate surveyed 1,000 consumers across the U.S. in December 2025 to gauge their opinions on credit unions. It further found early 70% describe credit unions as trustworthy, and a majority recognize their advantages in fees and rates compared to traditional banks. 

But positive sentiment is in decline with younger bankers, according to CUCollaborate. Gen Z consumers represented a sharp shift in credit union perception from older generations, the company said, noting that among those respondents, 36% indicated they had only heard the term “credit union” without having a deeper understanding or had never heard of the term at all. 

Some “44% said they were somewhat familiar with credit unions, and a mere 20% reported being very familiar with them,” CUCollaborate said. “And, while most Gen Z consumers have a positive impression of credit unions (63%), this is a stark decrease from older generations (81%).”

This represents a 22% decrease in the overall positive impression of credit unions in Gen Z, the company added.

‘Struggling to Connect’

“Credit unions are struggling to connect with younger generations due to confusion about eligibility and misconceptions that credit unions do not offer the same convenience and digital experience as their banking counterparts,” Founder and CEO Sam Brownell said in a statement. “Addressing convenience concerns, clarifying eligibility, modernizing onboarding, and aligning messaging with what truly motivates consumers are no longer incremental improvements; they are leadership decisions that directly affect growth, relevance, and long-term sustainability.”

The full report can be found here.

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