HEARTLAND

Charter #64168 | MN

100M-500M (1077 CUs) Micro
31 100M-500M in MN

HEARTLAND has 1 strength but faces 6 concerns

Key Strengths

Areas where this CU excels compared to peers

  • + Emerging Performer: Top 28.2% in tier

Key Concerns

Areas that may need attention

  • - Efficiency Drag: Bottom 0.3% in tier
  • - Deposit Outflow: Bottom 9.3% in tier
  • - Shrinking Wallet Share: Bottom 15.9% in tier
  • - ROA 0.68% below tier average
  • - Efficiency ratio 11.35% above tier (higher cost structure)
  • - Deposit Growth Rate: Bottom 6.6% in tier

Core Metrics

As of 2025-Q3

Metric Current vs Tier Tier Avg State Avg (MN) National Avg Tier Percentile
Members 10,902
-0.0% YoY-0.5% QoQ
 -4.7K 15,628
-3.4% YoY
 26,738
+5.8% YoY
 33,089
+6.1% YoY
 35th in tier
Assets $176.6M
-0.5% YoY-1.1% QoQ
 $-54.7M $231.3M
-0.0% YoY
 $521.2M
+7.2% YoY
 $547.7M
+7.8% YoY
 42nd in tier
Loans $108.2M
-0.5% YoY+1.0% QoQ
 $-39.6M $147.8M
-1.4% YoY
 $373.7M
+9.3% YoY
 $388.7M
+8.6% YoY
 40th in tier
Deposits $147.7M
-2.9% YoY-1.9% QoQ
 $-52.6M $200.3M
-0.0% YoY
 $429.0M
+9.5% YoY
 $464.6M
+9.3% YoY
 40th in tier
ROA 0.1%
-17.2% YoY+35.7% QoQ
 -0.7% 0.8%
+15.5% YoY
 1.4%
-35.4% YoY
 0.7%
+273.4% YoY
 Bottom 9.7% in tier
NIM 3.1%
+12.5% YoY+3.3% QoQ
 -0.5% 3.6%
+6.9% YoY
 3.7%
+9.1% YoY
 3.7%
+5.0% YoY
 Bottom 21.4% in tier
Efficiency Ratio 88.6%
-3.4% YoY-1.6% QoQ
 +11.4% 77.3%
-3.0% YoY
 74.2%
-2.5% YoY
 79.1%
-3.3% YoY
 Top 12.4% in tier
Delinquency Rate 0.5%
-34.9% YoY-42.8% QoQ
 -0.3 0.9%
+7.6% YoY
 0.9%
+10.7% YoY
 1.2%
-0.9% YoY
 40th in tier
Loan To Share 73.2%
+2.5% YoY+2.9% QoQ
 +0.5% 72.7%
-1.5% YoY
 77.1%
-1.5% YoY
 68.0%
-1.7% YoY
 48th in tier
AMR $23,468
-1.9% YoY-0.2% QoQ
 $-895 $24,363
+2.9% YoY
 $23,275
+3.9% YoY
 $19,418
+1.3% YoY
 56th in tier
CD Concentration 17.7%
-26.0% YoY-17.3% QoQ
 -6.7% 24.4%
+4.2% YoY
 22.0%
+1.9% YoY
 19.6%
+6.2% YoY
 50th in tier
Indirect Auto % 4.1%
-35.1% YoY-11.9% QoQ
 -9.8% 14.0%
-5.8% YoY
 6.6%
-8.5% YoY
 7.9%
-2.9% YoY
 50th in tier

Signature Analysis

Strengths (1)

Emerging Performer

growth
#529 of 627 • Top 28.2% in tier

Profitable credit union with positive returns. May represent growth potential worth exploring.

Why This Signature
Return on Assets: 0.10%
(Tier: 0.77%, National: 0.71%)
but worse than tier avg
Member Growth (YoY): -0.04%
(Tier: 0.88%, National: 9.37%)
but worse than tier avg
627 of 1077 Community CUs have this signature | 852 nationally
↑ Growing +13 CUs YoY | Rank improving

Concerns (3)

Efficiency Drag

risk
#7 of 521 • Bottom 0.3% in tier

High efficiency ratio (>80%) indicates elevated operating costs relative to revenue. Margin improvement opportunities may exist.

Why This Signature
Efficiency Ratio: 88.63%
(Tier: 77.15%, National: 79.10%)
worse than tier avg
ROA Change (YoY): -0.02% points
(Tier: 0.11% points, National: 0.05% points)
worse than tier avg
Member Growth (YoY): -0.04%
(Tier: 0.88%, National: 9.37%)
worse than tier avg
521 of 1077 Community CUs have this signature | 624 nationally
↓ Shrinking -113 CUs YoY | Rank improving

Deposit Outflow

decline
#56 of 114 • Bottom 9.3% in tier

Members staying but deposits leaving. They're losing to higher-yield competitors - rate pressure is real.

Why This Signature
Deposit Growth (YoY): -2.93%
(Tier: 4.79%, National: 12.00%)
worse than tier avg
Total Assets: $176.58M
(Tier: $231.30M, National: $547.69M)
worse than tier avg
114 of 1077 Community CUs have this signature | 143 nationally
↓ Shrinking -169 CUs YoY | Rank improving

Shrinking Wallet Share

decline
#159 of 244 • Bottom 15.9% in tier

Average member relationship declining year-over-year. Members may be moving money elsewhere or reducing engagement.

Why This Signature
AMR Growth (YoY): -1.89%
(Tier: 3.68%, National: 4.19%)
worse than tier avg
244 of 1077 Community CUs have this signature | 346 nationally
↓ Shrinking -221 CUs YoY | Rank worsening

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 1077 peers in tier

Top Strengths (0 metrics)

No strength rankings available

Top Weaknesses (7 metrics)

1007
Deposit Growth Rate
growth
Value: -2.93%
Peer Avg: 4.69%
#1007 of 1077 Bottom 6.6% in 100M-500M tier
973
Return on Assets (ROA)
profitability
Value: 0.10%
Peer Avg: 0.79%
#973 of 1077 Bottom 9.7% in 100M-500M tier
949
AMR Growth Rate
growth
Value: -1.89%
Peer Avg: 3.64%
#949 of 1077 Bottom 12.0% in 100M-500M tier
944
Efficiency Ratio
profitability
Value: 88.63%
Peer Avg: 77.28%
#944 of 1077 Bottom 12.4% in 100M-500M tier
905
Asset Growth Rate
growth
Value: -0.54%
Peer Avg: 4.70%
#905 of 1077 Bottom 16.1% in 100M-500M tier
847
Net Interest Margin (NIM)
profitability
Value: 3.05%
Peer Avg: 3.58%
#847 of 1077 Bottom 21.4% in 100M-500M tier
841
Net Worth Ratio
risk
Value: 9.60%
Peer Avg: 12.15%
#841 of 1077 Bottom 22.0% in 100M-500M tier