HEARTLAND

Charter #62031 | KS

500M-750M (169 CUs) Community (281 CUs)
4 500M-750M in KS

HEARTLAND has 6 strengths but faces 2 concerns

Key Strengths

Areas where this CU excels compared to peers

  • + Relationship Depth Leader: Top 15.2% in tier
  • + Wallet Share Momentum: Top 24.9% in tier
  • + ROA 0.25% above tier average
  • + Net Interest Margin 0.70% above tier average
  • + Loan-to-Share Ratio: Top 4.7% in tier
  • + Total Loans: Top 7.1% in tier

Key Concerns

Areas that may need attention

  • - Liquidity Strain: Bottom 7.1% in tier
  • - Indirect Auto Dependency: Bottom 10.3% in tier

Core Metrics

As of 2025-Q3

Metric Current vs Tier Tier Avg State Avg (KS) National Avg Tier Percentile
Members 39,989
-0.3% YoY+0.7% QoQ
 +236 39,752
-2.7% YoY
 17,915
-2.9% YoY
 33,089
+6.1% YoY
 56th in tier
Assets $673.6M
+4.0% YoY+1.0% QoQ
 +$51.2M $622.4M
+0.3% YoY
 $244.1M
-6.9% YoY
 $547.7M
+7.8% YoY
 70th in tier
Loans $569.3M
+5.5% YoY+0.8% QoQ
 +$133.3M $435.9M
-0.4% YoY
 $175.9M
-4.8% YoY
 $388.7M
+8.6% YoY
 Top 7.7% in tier
Deposits $559.9M
+0.4% YoY+1.4% QoQ
 +$21.8M $538.0M
+1.3% YoY
 $209.0M
-2.4% YoY
 $464.6M
+9.3% YoY
 65th in tier
ROA 0.9%
+272.4% YoY+8.4% QoQ
 +0.2% 0.7%
+33.9% YoY
 0.7%
+53.0% YoY
 0.7%
+273.4% YoY
 70th in tier
NIM 4.1%
+9.5% YoY+1.1% QoQ
 +0.7% 3.4%
+8.6% YoY
 4.0%
+8.4% YoY
 3.7%
+5.0% YoY
 Top 9.5% in tier
Efficiency Ratio 72.3%
-5.2% YoY-1.3% QoQ
 -5.8% 78.1%
-3.4% YoY
 77.0%
-6.2% YoY
 79.1%
-3.3% YoY
 Bottom 23.1% in tier
Delinquency Rate 0.7%
-56.7% YoY-6.7% QoQ
 -0.1 0.8%
-4.9% YoY
 1.2%
-23.8% YoY
 1.2%
-0.9% YoY
 57th in tier
Loan To Share 101.7%
+5.1% YoY-0.6% QoQ
 +20.7% 81.0%
-1.8% YoY
 71.9%
-2.0% YoY
 68.0%
-1.7% YoY
 Top 5.3% in tier
AMR $28,236
+3.2% YoY+0.4% QoQ
 +$2K $26,482
+2.6% YoY
 $16,347
+1.3% YoY
 $19,418
+1.3% YoY
 69th in tier
CD Concentration 33.2%
-2.6% YoY-0.4% QoQ
 +8.8% 24.4%
+4.2% YoY
 24.2%
-2.2% YoY
 19.6%
+6.2% YoY
 Top 20.3% in tier
Indirect Auto % 34.0%
-7.7% YoY-1.1% QoQ
 +20.0% 14.0%
-5.8% YoY
 12.4%
-5.6% YoY
 7.9%
-2.9% YoY
 Top 13.5% in tier

Signature Analysis

Strengths (2)

Relationship Depth Leader

growth
#419 of 1006 • Top 15.2% in tier

Average member relationship growing year-over-year. Increasing engagement suggests members are consolidating more business here.

Why This Signature
AMR Growth (YoY): 3.18%
(Tier: 3.68%, National: 4.19%)
but worse than tier avg
Share Draft per Member: $3.5K
(Tier: $2.8K, National: $2.0K)
better than tier avg
1006 of 281 Community CUs have this signature | 1330 nationally
↑ Growing +249 CUs YoY | Rank worsening

Wallet Share Momentum

growth
#686 of 1006 • Top 24.9% in tier

Average member relationship growing year-over-year. Members are deepening their engagement.

Why This Signature
AMR Growth (YoY): 3.18%
(Tier: 3.68%, National: 4.19%)
but worse than tier avg
1006 of 281 Community CUs have this signature | 1330 nationally
↑ Growing +249 CUs YoY | Rank worsening

Concerns (2)

Liquidity Strain

risk
#56 of 258 • Bottom 7.1% in tier

Loan demand outpacing deposits. They're bumping against liquidity limits - need funding solutions.

Why This Signature
Loan-to-Share Ratio: 101.68%
(Tier: 74.56%, National: 67.96%)
but better than tier avg
Loan Growth (YoY): 5.49%
(Tier: 3.64%, National: 36.38%)
but better than tier avg
258 of 281 Community CUs have this signature | 484 nationally
↓ Shrinking -28 CUs YoY | Rank improving

Indirect Auto Dependency

risk
#166 of 525 • Bottom 10.3% in tier

Significant portion of loan portfolio in indirect auto (>15%). This concentration creates dependency on dealer relationships.

Why This Signature
Asset Growth (YoY): 4.02%
(Tier: 4.61%, National: 3.04%)
worse than tier avg
Indirect Auto %: 33.97%
(Tier: 13.96%, National: 7.90%)
worse than tier avg
Member Growth (YoY): -0.27%
(Tier: 0.88%, National: 9.37%)
worse than tier avg
525 of 281 Community CUs have this signature | 768 nationally
↓ Shrinking -18 CUs YoY

Metric Rankings

See how this credit union ranks across all tracked metrics compared to peers.

Strengths: Metrics in the top 25% (75th percentile or higher) | Concerns: Metrics in the bottom 25% (25th percentile or lower)

Comparing against 169 peers in tier

Top Strengths (5 metrics)

9
Loan-to-Share Ratio
balance_sheet
Value: 101.68%
Peer Avg: 81.02%
#9 of 169 Top 4.7% in 500M-750M tier
13
Total Loans
balance_sheet
Value: $569.25M
Peer Avg: $435.95M
#13 of 169 Top 7.1% in 500M-750M tier
16
Net Interest Margin (NIM)
profitability
Value: 4.12%
Peer Avg: 3.43%
#16 of 169 Top 8.9% in 500M-750M tier
33
Loan-to-Member Ratio (LMR)
engagement
Value: $14,235
Peer Avg: $11,805
#33 of 169 Top 18.9% in 500M-750M tier
40
Efficiency Ratio
profitability
Value: 72.29%
Peer Avg: 78.10%
#40 of 169 Top 23.1% in 500M-750M tier

Top Weaknesses (6 metrics)

143
Indirect Auto Concentration (%)
balance_sheet
Value: 33.97%
Peer Avg: 16.19%
#143 of 169 Bottom 16.0% in 500M-750M tier
140
Net Worth Ratio
risk
Value: 8.88%
Peer Avg: 10.94%
#140 of 169 Bottom 17.8% in 500M-750M tier
137
Deposit Growth Rate
growth
Value: 0.39%
Peer Avg: 5.25%
#137 of 169 Bottom 19.5% in 500M-750M tier
134
Share Certificate Concentration (%)
balance_sheet
Value: 33.17%
Peer Avg: 26.87%
#134 of 169 Bottom 21.3% in 500M-750M tier
133
Net Charge-Off Rate
risk
Value: 0.77%
Peer Avg: 0.51%
#133 of 169 Bottom 21.9% in 500M-750M tier
131
Members Per Employee (MPE)
engagement
Value: 261.366
Peer Avg: 338.010
#131 of 169 Bottom 23.1% in 500M-750M tier