New Consumer Engagement Features Coming to on April 4

Every day, more consumers across the nation are discovering the Credit Union Difference.

According to data shared by Credit Union Awareness — the LLC created by CUNA — credit union consideration has increased by 8 basis points since the Open Your Eyes to a Credit Union campaign launched nationally in 2019. To put that figure into perspective, a 1-point increase in consideration is equal to roughly 2 million consumers.

Now, the Credit Union Awareness program is evolving strategically to turn that consideration into conversion — in other words, it aims to not only increase consumers’ awareness of credit unions but also help those consumers find and join a credit union that meets their financial needs.

A rebrand of the program’s consumer-facing website,, is in the works and set to launch next Monday, April 4. The site will focus on a more localized consumer experience and include new and improved features such as a credit union locator and credit union “matcher” function will connect consumers to cooperatives in their area. Credit unions will also be able to track consumer engagement to their websites. Other changes to the site include a dynamic, eye-catching color palette and more content, interactive tools, and financial education resources for consumers seeking to take charge of their financial well-being.

The Credit Union Awareness team expects consumer traffic to to exceed 10 million visits in 2022, presenting a valuable opportunity for contributing credit unions to enhance their listings on the site. The team also shared it will soon provide program contributors with a robust portfolio of new marketing assets credit unions can customize and use on their channels.

Currently, the Credit Union Awareness program is live in 27-plus states and has more than 1,100 contributing credit unions nationwide, with more to be announced soon. Over the past three years, the Open Your Eyes to a Credit Union campaign has resulted in more than 4 billion impressions and over 11 million visits to

Have a question about the Credit Union Awareness program or want to become a contributor? Please contact Danielle Sittu, NWCUA SVP, Marketing & Communications.

Posted in Open Your Eyes To A Credit Union, Public Awareness.