HEARTLAND

Charter #66710 | WI

500M-750M (169 CUs) Community (281 CUs)
5 500M-750M in WI

HEARTLAND has 4 strengths but faces 3 concerns

Key Strengths

Areas where this CU excels compared to peers

  • + Relationship Depth Leader: Top 10.4% in tier
  • + Wallet Share Momentum: Top 22.2% in tier
  • + ROA 0.26% above tier average
  • + Net Interest Margin 0.09% above tier average

Key Concerns

Areas that may need attention

  • - Stagnation Risk: Bottom 6.1% in tier
  • - Membership Headwinds: Bottom 18.9% in tier
  • - Member decline: -2.1% YoY

Core Metrics

As of 2025-Q3

Metric Current vs Tier Tier Avg State Avg (WI) National Avg Tier Percentile
Members 33,483
-2.1% YoY+0.2% QoQ
 -6.3K 39,752
-2.7% YoY
 38,719
+8.7% YoY
 33,089
+6.1% YoY
 32nd in tier
Assets $629.2M
+3.7% YoY-0.4% QoQ
 +$6.8M $622.4M
+0.3% YoY
 $717.4M
+12.8% YoY
 $547.7M
+7.8% YoY
 53rd in tier
Loans $450.9M
-0.1% YoY+0.8% QoQ
 +$14.9M $435.9M
-0.4% YoY
 $555.6M
+13.3% YoY
 $388.7M
+8.6% YoY
 57th in tier
Deposits $548.5M
+2.8% YoY-0.9% QoQ
 +$10.4M $538.0M
+1.3% YoY
 $603.1M
+13.2% YoY
 $464.6M
+9.3% YoY
 55th in tier
ROA 0.9%
+35.1% YoY+8.5% QoQ
 +0.3% 0.7%
+33.9% YoY
 0.7%
-20.1% YoY
 0.7%
+273.4% YoY
 71st in tier
NIM 3.5%
+1.9% YoY+1.5% QoQ
 +0.1% 3.4%
+8.6% YoY
 3.5%
-0.2% YoY
 3.7%
+5.0% YoY
 59th in tier
Efficiency Ratio 75.3%
-5.3% YoY-1.3% QoQ
 -2.8% 78.1%
-3.4% YoY
 74.2%
-2.5% YoY
 79.1%
-3.3% YoY
 34th in tier
Delinquency Rate 0.4%
-41.5% YoY+8.6% QoQ
 -0.4 0.8%
-4.9% YoY
 1.0%
+20.8% YoY
 1.2%
-0.9% YoY
 Bottom 23.1% in tier
Loan To Share 82.2%
-2.9% YoY+1.7% QoQ
 +1.2% 81.0%
-1.8% YoY
 80.3%
+0.1% YoY
 68.0%
-1.7% YoY
 48th in tier
AMR $29,846
+3.7% YoY-0.3% QoQ
 +$3K $26,482
+2.6% YoY
 $22,950
+4.4% YoY
 $19,418
+1.3% YoY
 75th in tier
CD Concentration 24.8%
+8.0% YoY-1.7% QoQ
 +0.4% 24.4%
+4.2% YoY
 21.1%
+6.2% YoY
 19.6%
+6.2% YoY
 52nd in tier
Indirect Auto % 6.2%
-9.7% YoY+1.2% QoQ
 -7.7% 14.0%
-5.8% YoY
 8.1%
-7.1% YoY
 7.9%
-2.9% YoY
 47th in tier

Signature Analysis

Strengths (2)

Relationship Depth Leader

growth
#288 of 1006 • Top 10.4% in tier

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

Why This Signature
AMR Growth (YoY): 3.68%
(Tier: 3.68%, National: 4.19%)
better than tier avg
Share Draft per Member: $3.8K
(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
#613 of 1006 • Top 22.2% in tier

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

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

Concerns (2)

Stagnation Risk

risk
#102 of 550 • Bottom 6.1% 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: 0.92%
(Tier: 0.77%, National: 0.71%)
but better than tier avg
Member Growth (YoY): -2.13%
(Tier: 0.88%, National: 9.37%)
worse than tier avg
Avg Member Relationship: $29.8K
(Tier: $25.0K, National: $19.4K)
but better than tier avg
CD Concentration: 24.79%
(Tier: 24.41%, National: 19.60%)
worse than tier avg
550 of 281 Community CUs have this signature | 648 nationally
→ Stable (555→550 CUs) -5 CUs YoY | Rank worsening

Membership Headwinds

decline
#312 of 550 • Bottom 18.9% in tier

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

Why This Signature
Member Growth (YoY): -2.13%
(Tier: 0.88%, National: 9.37%)
worse than tier avg
550 of 281 Community CUs have this signature | 648 nationally
→ Stable (555→550 CUs) -5 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 169 peers in tier

Top Strengths (3 metrics)

40
Total Delinquency Rate (60+ days)
risk
Value: 0.39%
Peer Avg: 0.80%
#40 of 169 Top 23.1% in 500M-750M tier
40
Loan-to-Member Ratio (LMR)
engagement
Value: $13,465
Peer Avg: $11,805
#40 of 169 Top 23.1% in 500M-750M tier
43
Average Member Relationship (AMR)
engagement
Value: $29,846
Peer Avg: $26,482
#43 of 169 Top 24.9% in 500M-750M tier

Top Weaknesses (3 metrics)

150
First Mortgage Concentration (%)
balance_sheet
Value: 53.39%
Peer Avg: 33.53%
#150 of 169 Bottom 11.8% in 500M-750M tier
143
Members Per Employee (MPE)
engagement
Value: 251.752
Peer Avg: 338.010
#143 of 169 Bottom 16.0% in 500M-750M tier
140
Member Growth Rate
growth
Value: -2.13%
Peer Avg: 1.75%
#140 of 169 Bottom 17.8% in 500M-750M tier