PRIME FINANCIAL

Charter #66449 | WI

100M-500M (1077 CUs) Micro
27 100M-500M in WI

PRIME FINANCIAL has 5 strengths but faces 9 concerns

Key Strengths

Areas where this CU excels compared to peers

  • + Emerging Performer: Top 21.6% in tier
  • + Wallet Share Momentum: Top 32.6% in tier
  • + Relationship Depth Leader: Top 34.0% in tier
  • + Net Interest Margin 1.46% above tier average
  • + Loan-to-Share Ratio: Top 8.4% in tier

Key Concerns

Areas that may need attention

  • - Indirect Auto Dependency: Bottom 7.3% in tier
  • - Liquidity Strain: Bottom 24.2% in tier
  • - Stagnation Risk: Bottom 28.9% in tier
  • - Membership Headwinds: Bottom 29.2% in tier
  • - Institutional Decline: Bottom 31.8% in tier
  • - ROA 0.01% below tier average
  • - Efficiency ratio 1.37% above tier (higher cost structure)
  • - Delinquency rate 0.74% above tier average
  • - Net Charge-Off Rate: Bottom 7.5% in tier

Core Metrics

As of 2025-Q3

Metric Current vs Tier Tier Avg State Avg (WI) National Avg Tier Percentile
Members 16,329
-0.9% YoY-0.8% QoQ
 +700 15,628
-3.4% YoY
 38,719
+8.7% YoY
 33,089
+6.1% YoY
 62nd in tier
Assets $160.5M
+6.6% YoY+0.7% QoQ
 $-70.8M $231.3M
-0.0% YoY
 $717.4M
+12.8% YoY
 $547.7M
+7.8% YoY
 35th in tier
Loans $128.7M
-1.4% YoY-0.7% QoQ
 $-19.1M $147.8M
-1.4% YoY
 $555.6M
+13.3% YoY
 $388.7M
+8.6% YoY
 52nd in tier
Deposits $136.5M
+2.7% YoY+1.0% QoQ
 $-63.8M $200.3M
-0.0% YoY
 $603.1M
+13.2% YoY
 $464.6M
+9.3% YoY
 34th in tier
ROA 0.8%
+5.9% YoY+3.5% QoQ
 -0.0% 0.8%
+15.5% YoY
 0.7%
-20.1% YoY
 0.7%
+273.4% YoY
 52nd in tier
NIM 5.0%
+4.0% YoY+0.5% QoQ
 +1.5% 3.6%
+6.9% YoY
 3.5%
-0.2% YoY
 3.7%
+5.0% YoY
 Top 2.4% in tier
Efficiency Ratio 78.6%
+3.9% YoY-0.4% QoQ
 +1.4% 77.3%
-3.0% YoY
 74.2%
-2.5% YoY
 79.1%
-3.3% YoY
 56th in tier
Delinquency Rate 1.6%
-5.1% YoY+5.4% QoQ
 +0.7 0.9%
+7.6% YoY
 1.0%
+20.8% YoY
 1.2%
-0.9% YoY
 Top 12.6% in tier
Loan To Share 94.3%
-4.0% YoY-1.7% QoQ
 +21.6% 72.7%
-1.5% YoY
 80.3%
+0.1% YoY
 68.0%
-1.7% YoY
 Top 8.5% in tier
AMR $16,238
+1.6% YoY+1.0% QoQ
 $-8K $24,363
+2.9% YoY
 $22,950
+4.4% YoY
 $19,418
+1.3% YoY
 Bottom 14.5% in tier
CD Concentration 11.3%
-3.6% YoY+2.4% QoQ
 -13.1% 24.4%
+4.2% YoY
 21.1%
+6.2% YoY
 19.6%
+6.2% YoY
 50th in tier
Indirect Auto % 28.6%
-11.5% YoY-1.8% QoQ
 +14.6% 14.0%
-5.8% YoY
 8.1%
-7.1% YoY
 7.9%
-2.9% YoY
 50th in tier

Signature Analysis

Strengths (3)

Emerging Performer

growth
#406 of 627 • Top 21.6% in tier

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

Why This Signature
Return on Assets: 0.78%
(Tier: 0.77%, National: 0.71%)
better than tier avg
Member Growth (YoY): -0.93%
(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 worsening

Wallet Share Momentum

growth
#899 of 1006 • Top 32.6% in tier

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

Why This Signature
AMR Growth (YoY): 1.60%
(Tier: 3.68%, National: 4.19%)
but worse than tier avg
1006 of 1077 Community CUs have this signature | 1330 nationally
↑ Growing +249 CUs YoY | Rank worsening

Relationship Depth Leader

growth
#937 of 1006 • Top 34.0% in tier

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

Why This Signature
AMR Growth (YoY): 1.60%
(Tier: 3.68%, National: 4.19%)
but worse than tier avg
Share Draft per Member: $2.2K
(Tier: $2.8K, National: $2.0K)
but worse than tier avg
1006 of 1077 Community CUs have this signature | 1330 nationally
↑ Growing +249 CUs YoY | Rank worsening

Concerns (5)

Indirect Auto Dependency

risk
#118 of 525 • Bottom 7.3% in tier

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

Why This Signature
Asset Growth (YoY): 6.58%
(Tier: 4.61%, National: 3.04%)
but better than tier avg
Indirect Auto %: 28.57%
(Tier: 13.96%, National: 7.90%)
worse than tier avg
Member Growth (YoY): -0.93%
(Tier: 0.88%, National: 9.37%)
worse than tier avg
525 of 1077 Community CUs have this signature | 768 nationally
↓ Shrinking -18 CUs YoY | Rank improving

Liquidity Strain

risk
#188 of 258 • Bottom 24.2% in tier

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

Why This Signature
Loan-to-Share Ratio: 94.32%
(Tier: 74.56%, National: 67.96%)
but better than tier avg
Loan Growth (YoY): -1.39%
(Tier: 3.64%, National: 36.38%)
worse than tier avg
258 of 1077 Community CUs have this signature | 484 nationally
↓ Shrinking -28 CUs YoY | Rank worsening

Stagnation Risk

risk
#477 of 550 • Bottom 28.9% in tier

Membership is declining. If profitability remains stable, current success may mask future risk from a shrinking member base.

Why This Signature
Return on Assets: 0.78%
(Tier: 0.77%, National: 0.71%)
but better than tier avg
Member Growth (YoY): -0.93%
(Tier: 0.88%, National: 9.37%)
worse than tier avg
Avg Member Relationship: $16.2K
(Tier: $25.0K, National: $19.4K)
worse than tier avg
CD Concentration: 11.31%
(Tier: 24.41%, National: 19.60%)
but better than tier avg
550 of 1077 Community CUs have this signature | 648 nationally
→ Stable (555→550 CUs) -5 CUs YoY | New qualifier

Membership Headwinds

decline
#482 of 550 • Bottom 29.2% in tier

Membership declining year-over-year. They need solutions to stop the bleeding before it impacts revenue.

Why This Signature
Member Growth (YoY): -0.93%
(Tier: 0.88%, National: 9.37%)
worse than tier avg
550 of 1077 Community CUs have this signature | 648 nationally
→ Stable (555→550 CUs) -5 CUs YoY | New qualifier

Institutional Decline

decline
#251 of 256 • Bottom 31.8% in tier

Both members and loans declining - the institution is contracting. Leadership is likely under pressure to reverse course.

Why This Signature
Total Assets: $160.54M
(Tier: $231.30M, National: $547.69M)
worse than tier avg
Member Growth (YoY): -0.93%
(Tier: 0.88%, National: 9.37%)
worse than tier avg
Loan Growth (YoY): -1.39%
(Tier: 3.64%, National: 36.38%)
worse than tier avg
256 of 1077 Community CUs have this signature | 293 nationally
↓ Shrinking -43 CUs YoY | New qualifier

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 (3 metrics)

26
Net Interest Margin (NIM)
profitability
Value: 5.04%
Peer Avg: 3.58%
#26 of 1077 Top 2.3% in 100M-500M tier
92
Loan-to-Share Ratio
balance_sheet
Value: 94.32%
Peer Avg: 72.70%
#92 of 1077 Top 8.4% in 100M-500M tier
137
Share Certificate Concentration (%)
balance_sheet
Value: 11.31%
Peer Avg: 23.61%
#137 of 1077 Top 12.6% in 100M-500M tier

Top Weaknesses (5 metrics)

997
Net Charge-Off Rate
risk
Value: 1.12%
Peer Avg: 0.47%
#997 of 1077 Bottom 7.5% in 100M-500M tier
942
Total Delinquency Rate (60+ days)
risk
Value: 1.60%
Peer Avg: 0.86%
#942 of 1077 Bottom 12.6% in 100M-500M tier
921
Average Member Relationship (AMR)
engagement
Value: $16,238
Peer Avg: $24,363
#921 of 1077 Bottom 14.6% in 100M-500M tier
881
Indirect Auto Concentration (%)
balance_sheet
Value: 28.57%
Peer Avg: 13.34%
#881 of 1077 Bottom 18.3% in 100M-500M tier
842
Members Per Employee (MPE)
engagement
Value: 259.190
Peer Avg: 332.881
#842 of 1077 Bottom 21.9% in 100M-500M tier