America’s trusted financial partner: Credit unions receive high marks on trust, affordability, opportunity amid economic uncertainty

Scott Simpson

With national policy discussions focused on affordability and access to financial institutions, new data reveals individuals’ preference for institutions perceived as lower-cost and more accountable, rather than fee-driven and distant. 
​
As Americans grapple with fluctuating budgets, this national survey reinforces that credit unions are a beacon of affordability, significantly outperforming large national banks across key financial metrics because of their not-for-profit, cooperative financial model. The survey showed that credit unions boast a 73% favorable rating compared to 56% for large national banks. Notably, 94% of Americans support expanding credit unions into more communities and small-business lending, especially as bank fees rise and consolidation accelerates.

“Credit unions aren’t just another financial option. They’re the partner Americans trust to move forward with confidence,” said Scott Simpson, President/CEO of America’s Credit Unions.“When banks raise fees, close branches, or consolidate, or when prices force consumers to stretch their budgets, credit unions remain present, community-rooted, and committed to delivering practical, affordable financial support. This ‘partner’ model is exactly why Americans continue to rely on their credit unions for guidance, from managing inflation and securing low-cost credit to maintaining financial stability and supporting local economies.”

According to the survey conducted by leading national polling firms Frederick Polls and Harper Polling, the one trusted institution keeping consumers grounded and positive in the face of economic uncertainty: credit unions.

• Credit unions outperform large national banks across every meaningful measure of trust, value, and community impact with a 73% favorable rating compared to 56% for big banks.
• Performance gaps are striking and consistent: +24 on low-cost loans, +17 on trust, and +16 on community connection for credit unions compared to big banks.
• And the appetite for more access is overwhelming: 94% support allowing credit unions to expand into more communities and provide more loans to small businesses.

According to the findings, across a shifting economic landscape, credit unions have emerged as America’s trusted financial partner: the institutions helping households navigate uncertainty with clarity, confidence, and direction.

To view the full slate of survey results, visit: https://americascus.widen.net/s/vhps2fbjkc/acu-poll-memo.-nov-2025-national-consumer-pulse

---