DIRECT

Charter #9071 | MA

750M-1B (112 CUs) Community (281 CUs)
5 750M-1B in MA

DIRECT has 6 strengths but faces 13 concerns

Key Strengths

Areas where this CU excels compared to peers

  • + Relationship Depth Leader: Top 6.2% in tier
  • + Wallet Share Momentum: Top 8.2% in tier
  • + Loan-to-Share Ratio: Top 0.9% in tier
  • + Loan-to-Member Ratio (LMR): Top 0.9% in tier
  • + Average Member Relationship (AMR): Top 1.8% in tier
  • + Net Charge-Off Rate: Top 9.8% in tier

Key Concerns

Areas that may need attention

  • - Efficiency Drag: Bottom 3.0% in tier
  • - Membership Headwinds: Bottom 6.1% in tier
  • - Institutional Decline: Bottom 8.5% in tier
  • - Liquidity Strain: Bottom 10.0% in tier
  • - Stagnation Risk: Bottom 12.8% in tier
  • - ROA 0.95% below tier average
  • - Efficiency ratio 36.47% above tier (higher cost structure)
  • - Member decline: -5.6% YoY
  • - Net Interest Margin (NIM): Bottom 2.7% in tier
  • - Fee Income Per Member: Bottom 4.5% in tier
  • - Total Members: Bottom 4.5% in tier
  • - Total Deposits: Bottom 4.5% in tier
  • - Member Growth Rate: Bottom 8.0% in tier

Core Metrics

As of 2025-Q3

Metric Current vs Tier Tier Avg State Avg (MA) National Avg Tier Percentile
Members 23,561
-5.6% YoY-1.1% QoQ
 -28.6K 52,114
-2.1% YoY
 27,447
+2.6% YoY
 33,089
+6.1% YoY
 Bottom 3.6% in tier
Assets $784.2M
-1.9% YoY-0.6% QoQ
 $-74.8M $859.0M
+0.0% YoY
 $440.2M
+4.2% YoY
 $547.7M
+7.8% YoY
 Bottom 19.6% in tier
Loans $696.0M
-1.3% YoY+0.7% QoQ
 +$92.7M $603.4M
+1.0% YoY
 $341.2M
+2.4% YoY
 $388.7M
+8.6% YoY
 Top 20.5% in tier
Deposits $612.6M
+5.3% YoY-0.6% QoQ
 $-121.6M $734.2M
+0.9% YoY
 $366.8M
+5.5% YoY
 $464.6M
+9.3% YoY
 Bottom 3.6% in tier
ROA -0.2%
-14.0% YoY-33.5% QoQ
 -0.9% 0.7%
+27.6% YoY
 0.7%
+17.3% YoY
 0.7%
+273.4% YoY
 Bottom 3.6% in tier
NIM 1.9%
+6.0% YoY+5.9% QoQ
 -1.4% 3.4%
+9.6% YoY
 3.3%
+3.8% YoY
 3.7%
+5.0% YoY
 Bottom 1.8% in tier
Efficiency Ratio 111.0%
+2.9% YoY-5.6% QoQ
 +36.5% 74.5%
-3.2% YoY
 80.4%
-4.7% YoY
 79.1%
-3.3% YoY
 Top 0.9% in tier
Delinquency Rate 0.4%
-50.7% YoY-27.0% QoQ
 -0.5 0.8%
+5.0% YoY
 0.9%
-6.0% YoY
 1.2%
-0.9% YoY
 Bottom 16.1% in tier
Loan To Share 113.6%
-6.2% YoY+1.3% QoQ
 +31.0% 82.7%
+0.1% YoY
 74.2%
-1.7% YoY
 68.0%
-1.7% YoY
 Top 1.8% in tier
AMR $55,543
+7.7% YoY+1.2% QoQ
 +$27K $28,651
+2.5% YoY
 $24,707
+3.7% YoY
 $19,418
+1.3% YoY
 Top 2.7% in tier
CD Concentration 36.5%
+4.7% YoY-0.1% QoQ
 +12.1% 24.4%
+4.2% YoY
 24.8%
+8.8% YoY
 19.6%
+6.2% YoY
 Top 12.4% in tier
Indirect Auto % 11.2%
-12.1% YoY-2.7% QoQ
 -2.7% 14.0%
-5.8% YoY
 2.6%
-15.5% YoY
 7.9%
-2.9% YoY
 56th in tier

Signature Analysis

Strengths (2)

Relationship Depth Leader

growth
#171 of 1006 • Top 6.2% in tier

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

Why This Signature
AMR Growth (YoY): 7.70%
(Tier: 3.68%, National: 4.19%)
better than tier avg
Share Draft per Member: $2.9K
(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 improving

Wallet Share Momentum

growth
#227 of 1006 • Top 8.2% in tier

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

Why This Signature
AMR Growth (YoY): 7.70%
(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 improving

Concerns (5)

Efficiency Drag

risk
#53 of 521 • Bottom 3.0% in tier

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

Why This Signature
Efficiency Ratio: 110.99%
(Tier: 77.15%, National: 79.10%)
worse than tier avg
ROA Change (YoY): 0.04% points
(Tier: 0.11% points, National: 0.05% points)
worse than tier avg
Member Growth (YoY): -5.59%
(Tier: 0.88%, National: 9.37%)
worse than tier avg
521 of 281 Community CUs have this signature | 624 nationally
↓ Shrinking -113 CUs YoY | Rank improving

Membership Headwinds

decline
#101 of 550 • Bottom 6.1% in tier

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

Why This Signature
Member Growth (YoY): -5.59%
(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

Institutional Decline

decline
#68 of 256 • Bottom 8.5% in tier

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

Why This Signature
Total Assets: $784.19M
(Tier: $859.01M, National: $547.69M)
worse than tier avg
Member Growth (YoY): -5.59%
(Tier: 0.88%, National: 9.37%)
worse than tier avg
Loan Growth (YoY): -1.30%
(Tier: 3.64%, National: 36.38%)
worse than tier avg
256 of 281 Community CUs have this signature | 293 nationally
↓ Shrinking -43 CUs YoY | Rank worsening

Liquidity Strain

risk
#78 of 258 • Bottom 10.0% in tier

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

Why This Signature
Loan-to-Share Ratio: 113.62%
(Tier: 74.56%, National: 67.96%)
but better than tier avg
Loan Growth (YoY): -1.30%
(Tier: 3.64%, National: 36.38%)
worse than tier avg
258 of 281 Community CUs have this signature | 484 nationally
↓ Shrinking -28 CUs YoY | Rank worsening

Stagnation Risk

risk
#211 of 550 • Bottom 12.8% 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: -0.24%
(Tier: 0.77%, National: 0.71%)
worse than tier avg
Member Growth (YoY): -5.59%
(Tier: 0.88%, National: 9.37%)
worse than tier avg
Avg Member Relationship: $55.5K
(Tier: $25.0K, National: $19.4K)
but better than tier avg
CD Concentration: 36.47%
(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

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 112 peers in tier

Top Strengths (7 metrics)

2
Loan-to-Share Ratio
balance_sheet
Value: 113.62%
Peer Avg: 82.66%
#2 of 112 Top 0.9% in 750M-1B tier
2
Loan-to-Member Ratio (LMR)
engagement
Value: $29,542
Peer Avg: $12,810
#2 of 112 Top 0.9% in 750M-1B tier
3
Average Member Relationship (AMR)
engagement
Value: $55,543
Peer Avg: $28,651
#3 of 112 Top 1.8% in 750M-1B tier
12
Net Charge-Off Rate
risk
Value: 0.13%
Peer Avg: 0.61%
#12 of 112 Top 9.8% in 750M-1B tier
19
Total Delinquency Rate (60+ days)
risk
Value: 0.36%
Peer Avg: 0.82%
#19 of 112 Top 16.1% in 750M-1B tier
23
AMR Growth Rate
growth
Value: 7.70%
Peer Avg: 4.90%
#23 of 112 Top 19.6% in 750M-1B tier
23
Total Loans
balance_sheet
Value: $696.03M
Peer Avg: $603.36M
#23 of 112 Top 19.6% in 750M-1B tier

Top Weaknesses (12 metrics)

112
Efficiency Ratio
profitability
Value: 110.99%
Peer Avg: 74.52%
#112 of 112 Bottom 0.9% in 750M-1B tier
110
Net Interest Margin (NIM)
profitability
Value: 1.94%
Peer Avg: 3.38%
#110 of 112 Bottom 2.7% in 750M-1B tier
108
Return on Assets (ROA)
profitability
Value: -0.24%
Peer Avg: 0.71%
#108 of 112 Bottom 4.5% in 750M-1B tier
108
Fee Income Per Member
profitability
Value: $67.18
Peer Avg: $204.75
#108 of 112 Bottom 4.5% in 750M-1B tier
108
Total Members
engagement
Value: 23,561
Peer Avg: 52,114
#108 of 112 Bottom 4.5% in 750M-1B tier
108
Total Deposits
balance_sheet
Value: $612.62M
Peer Avg: $734.17M
#108 of 112 Bottom 4.5% in 750M-1B tier
104
Member Growth Rate
growth
Value: -5.59%
Peer Avg: 1.14%
#104 of 112 Bottom 8.0% in 750M-1B tier
100
First Mortgage Concentration (%)
balance_sheet
Value: 51.32%
Peer Avg: 33.64%
#100 of 112 Bottom 11.6% in 750M-1B tier
98
Asset Growth Rate
growth
Value: -1.94%
Peer Avg: 4.25%
#98 of 112 Bottom 13.4% in 750M-1B tier
94
Share Certificate Concentration (%)
balance_sheet
Value: 36.47%
Peer Avg: 28.34%
#94 of 112 Bottom 17.0% in 750M-1B tier