Nickels Partners with Seven Credit Unions to Launch CardFit in Collaboration with Filene Research Institute

Joseph Gracia

Nickels, a Credit Union Service Organization (CUSO) dedicated to helping credit unions grow their memberships and support communities’ financial well-being, is pleased to announce: Abound Credit Union, Chartway Credit Union, Credit Union ONE, Hawaii State Federal Credit Union, Lake Trust Credit Union, Michigan State University Federal Credit Union, and Unitus Community Credit Union, have deployed CardFit to their respective communities as part of FiLab’s (formerly known as the lab* at Filene) 2025 testing cycle.  
 
FiLab is an incubator for testing new tools, products, and strategic solutions to help credit unions grow and deepen their impact. Each year, FiLab collaborates with fintechs, credit unions and stakeholders to select and execute a set of "quick and nimble" tests through Filene's research and market engagement. 
 
As part of Filene's initiative to explore how credit unions can attract new members through credit card offerings, these credit unions will run CardFit, a credit card comparison site designed to showcase the advantages of credit union credit cards over big bank options. CardFit simplifies how consumers compare credit cards by presenting costs and rates in a transparent, dollars-based format. By leveraging CardFit, these credit unions will test how digital-first, credit card comparisons that account for both rewards and costs can enhance member acquisition efforts, helping more consumers discover the benefits of credit union credit cards. 
 
"The data shows that half of the country would be better off financially if they were using a credit union credit card.  But it’s hard for credit unions to share that message when people don’t easily understand the impact of APRs and big banks are on our screens every night pushing rewards.  The goal of CardFit is to cut through the noise and make it easy for consumers to find the card that is going to be best for them.  And we’re seeing that many people are surprised to realize that the best card for them is a local credit union credit card”" said Joseph Gracia, Founder and CEO of Nickels. "Through FiLab we're helping credit unions test new ways to increase their presence in their communities. CardFit makes it easier for consumers to see the value of local, community-driven credit unions in addition to driving member acquisition opportunities for each of these credit unions."
 
This pilot will generate valuable insights on how credit unions can modernize their approach to credit card marketing, provide an entry point for new members and reinforce the importance of accessible, low-cost credit solutions for communities nationwide. ​

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