Credit unions lead banks in all seven dimensions of consumer satisfaction survey

April 8, 2025

A newly released survey shows the credit union difference is real and felt deeply by consumers in all measures. The latest J.D. Power U.S. Credit Union Satisfaction Survey shows that overall credit union satisfaction is 74 points higher than banks.  Credit unions outperformed bank counterparts across all dimensions measured, including trust, people, and problem resolution.

“Credit unions are doing a great job when it comes to their core focus on delivering competitive rates and driving very high levels of member satisfaction, loyalty and brand advocacy,” said Dann Allen, senior director of banking and payments intelligence at J.D. Power. “Top-ranked credit unions perform significantly better than banks in trust-related actions such as supporting members and providing convenience. While digital is a risk for the industry, the study shows that many credit unions are overcoming that challenge.”

The 2025 measured member satisfaction with from 9,989 members at the 29 largest credit unions in the continental U.S. across seven dimensions (in order of importance): 

  • Trust;
  • People;
  • Allowing members to bank how and when they want;
  • Account offerings; saving time and money;
  • Digital channels; and
  • Resolving problems or complaints.

It also found the overall member satisfaction score for credit union digital channels is 45 points higher than retail bank digital channels.

The survey was released just as banks are flying into Washington, D.C., for Capitol Hill visits, and America’s Credit Unions engaged with Congress Monday reinforcing the credit union difference.

America’s Credit Unions’ own data shows credit unions of every size positively impact households in a way that banks do not, with the majority of loans going to households.  

Stakeholders urged to continue to send comments to elected officials in support of the credit union tax status using the Don’t Tax My Credit Union website, and to activate staff, boards, and members using the Member Activation Program and its resources.