Buy credit union leads by ZIP code

Your ZIP codes

Why this matters for a credit union

The movement's motto is people helping people, and the hard part in 2026 is finding new people. NCUA and Callahan & Associates both report the slowest membership growth in more than a decade, and the indirect auto channel that used to bring in new members is shrinking. The count above finds the people in your charter area who already lean toward a credit union and are ready to move, which is a different list from the one your dealer partners send you.

• Federally insured credit unions added 2.5 million members in the year to March 2026, reaching 145.8 million, but the median credit union lost 0.5% of its members for the second year running, and 55% of credit unions ended the year with fewer members than they started. Most of the credit unions losing members hold under $50 million in assets. NCUA Quarterly U.S. Map Review, Q1 2026
• Membership growth across the industry fell to 1.7% in the second quarter of 2026, the lowest second-quarter rate since 2011. Callahan ties the slowdown to the pullback from indirect auto lending, a channel that brought in members who rarely made the credit union their primary institution. Callahan & Associates, Trendwatch 2Q 2026
• Asked what keeps them from joining a credit union, 16% of consumers say they are not sure they are eligible and another 15% say they do not know enough about credit unions. Among adults 18 to 29, 36% had only heard the term or had never heard it. A mail piece can answer both objections by saying who can join. CUCollaborate, 2026 Credit Union Consumer Perception Report
• Credit union borrowers were the most satisfied of any lender type in the Federal Reserve's 2025 Small Business Credit Survey: 76%, against 65% at small banks and 64% at large banks. Only 3% were dissatisfied. Federal Reserve Banks, 2025 Small Business Credit Survey
• 45% of consumers say they would switch to a credit union, against 26% who would switch to a large bank. Large-bank customers who would move name rates (54%), fees (49%), and a branch nearby (36%) as their reasons. Harris Poll for Apiture, 2024
• 8% of retail bank customers changed their primary bank in the year to January 2024, up from 5% in 2018, and 13% say they will switch in the next 12 months. Those bank customers are the people your charter lets you invite. J.D. Power 2024 U.S. Retail Banking Satisfaction Study
• There is now one branch for every 1,365 households, up from one for every 1,060 in 2015. Household growth is slowing, so one institution gains only when another loses. Bancography Outlook 2026
• International Credit Union Day falls on the third Thursday of October, which gives a mailing to your in-market leads a date to land on. World Council of Credit Unions, International Credit Union Day

What these ranks are built from, and what they are not

This section lists what the count and the Row Pro list are built from, so your compliance officer can check it against the fair lending and advertising rules your NCUA examiner looks at.

What is used

• One credit union member likelihood rank, from 1–99, of how likely an adult is to belong to a credit union.
• Financial institution shopper likelihood, a 1–99 rank of how likely an adult is to switch institutions in the next year.
• The ZIP codes you type. Nothing else. The Row Pro list is filtered on the same two ranks and the same ZIP codes, and adds only the name and mailing address you need to send the piece.

What is not used

• No prohibited basis under the Equal Credit Opportunity Act or the Fair Housing Act is an input to these ranks: race, color, religion, national origin, sex, marital status, age, familial status, disability, receipt of public assistance income, or the good-faith exercise of rights under the Consumer Credit Protection Act. 12 CFR § 1002.2(z), Regulation B, 42 U.S.C. § 3605, and the NCUA Fair Housing Act guide
• No credit data. The ranks are built from marketing data, not credit data, so no consumer report is pulled and the list is not a prescreened list under the Fair Credit Reporting Act. Use it to invite people to join, not to decide who qualifies for a loan. Faraday's responsible AI page
• Regulation B bars advertising that would discourage anyone on a prohibited basis, and NCUA examiners review marketing criteria and solicitation lists for it. Choose ZIP codes by a rule you could state to an examiner, such as your whole field of membership or every ZIP code within a set distance of a branch, rather than by picking neighborhoods one at a time. 12 CFR § 1002.4(b) and the NCUA Regulation B examination checklist
• Only people inside your field of membership can join, so the ZIP codes you enter should match your charter. A community charter covers a well-defined local community such as a county, or a metro area of up to 2.5 million people, so its ZIP codes are usually easy to list. A multiple common bond charter can enter the ZIP codes around its select employee groups. NCUA Chartering and Field of Membership Manual, community charters
• The piece you mail still carries the official advertising statement, Federally insured by NCUA. If it quotes a dividend rate, the Truth in Savings advertising rules for credit unions apply. 12 CFR § 740.5 and 12 CFR § 707.8

How the count works

• Faraday's identity graph holds about 378 million adult records, more than the Census counts adults, because records for people who have moved or died leave the graph slowly. The counts on this page are records, so a ZIP code's total can run above its adult population. Most records hold a 1–99 rank for each likelihood; the rest are counted as not ranked. Likely means the top 20% nationally, a rank of 80 or higher.
• An in-market lead is a record that is likely to be a credit union member and likely to be shopping for a new institution. Both ranks must be 80 or higher.
• This page ships one count per ZIP code, computed ahead of time. Zero stays zero, counts under ten are withheld, and everything else is rounded to the nearest ten. No person-level data is on this page.
• Row Pro applies the same two filters to the same ZIP codes and shows a preview count before you pay. Its count will differ a little from the one here because it only delivers people with a verified mailing address.