Penta Research confirms America's Credit Unions' strong influence in Washington

Jim Nussle

“America’s Credit Unions was created to put credit union priorities first and use our influence to inform policymakers of the critical role credit unions have on American’s financial security. Recent research by the Penta Group affirms these principles, showing that through championing grassroots voices, compelling storytelling, and rigorous data, America’s Credit Unions is the most trusted credit union trade association in Washington. Driven by a united advocacy partnership between America’s Credit Unions and our state Leagues, we’ve built the most influential and credible voice for credit unions in the nation, of which policymakers seek out and respect. We are proud of these findings and will continue to advocate on behalf of every credit union in the country.” – America’s Credit Unions President/CEO Jim Nussle


Penta Group’s Washington Reputation Research: 
Penta gathers quantitative and qualitative feedback directly from senior policymakers to assess their perceptions of private sector advocacy. According to Penta, combining grassroots voices, compelling storytelling, and rigorous data, America’s Credit Unions ensures policymakers understand the unique value credit unions deliver to communities nationwide.

• Trusted and respected in Washington: America’s Credit Unions’ reputation among policymakers is on par with long-established financial services associations and far ahead of banks and fintechs. America’s Credit Unions has built a high degree of credibility among this audience, underscoring that credit unions’ voice is essential in shaping financial policy.
• Policymakers want credit unions at the table: In just one year, America’s Credit Unions rose from 32nd to 13th among all associations when it comes to policymakers seeking support because of influence. More and more, lawmakers feel they need credit unions at the table for critical policy discussions.
• Authority and grassroots reach: Policymakers are increasingly turning to America’s Credit Unions for its perspective, positioning the organization as a “first call” for policymakers in the financial services space. The organization ranks among the strongest in mobilizing grassroots voices from districts to Washington, which is a hallmark of credit union advocacy.
• Data-backed advocacy: One of the biggest drivers of America’s Credit Unions’ credibility is its ability to pair member stories with reliable data. Policymakers recognize the organization as a leading source of accurate, trustworthy research, an area that saw notable improvement in 2025.
• Bipartisan credibility: In a polarized environment, America’s Credit Unions maintains a rare balance. It made significant inroads with Republicans in 2025 while still outperforming peers among Democrats. This bipartisan reach ensures the movement’s priorities are heard no matter who holds the gavel.

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