Loan Growth Strategies for Credit Unions That Drive Results

February 4, 2026

By Vericast

Lower interest rates are sparking renewed activity in the lending market, creating a golden opportunity for financial institutions to implement effective loan growth strategies for credit unions to connect with borrowers. With rates at their lowest level in three years, consumers are actively seeking financing for major life goals — whether it’s buying a new car, consolidating credit card debt or starting a long-awaited home renovation. Even homeowners are benefiting, with lower mortgage rates helping them save money through refinancing or to gain more buying power.

And the momentum isn’t slowing down. As TransUnion reports, originations for mortgages, home equity, auto and personal loans grew last year and are expected to rise even further through 2026. A customer-centric financial marketing strategy empowers credit unions to capitalize on this surge in lending activity and connect with borrowers in meaningful ways.

Lenders who can deliver personalized, timely offers are in the best position to stand out, build trust and win loyal account holders. By leaning into bold, data-driven strategies and future-focused marketing, financial institutions can turn this surge in demand into long-term growth — helping members feel understood, valued and connected to your brand.

Smart Strategies for Personalized Loan Growth in 2026

Loan growth strategies for credit unions should go beyond simply offering loans. Account holders today want a partner who helps them navigate life’s challenges and feel confident in their financial journey. By focusing on what matters most to your members, you’re not only meeting their needs but also driving sustainable growth for your institution.

Personalized loan offers and data-informed communications not only help consumers make confident decisions, but they also differentiate your financial institution as a trusted partner. You want your approach to be personalized and relevant, using tools that help consumers understand their options and achieve long-term goals. Credit unions can stand out by building trust through transparency, offering data-driven insights and delivering value-driven products when members need them most.

Recommend Loan Products That Simplify Members’ Lives

Use data-driven insights to recommend loan products that truly meet your account holder’ needs. According to a Harris Poll, 74% of respondents want more personalized banking services, and 66% support data-driven offers from their financial institutions. By matching members with highly relevant, personalized loan offers, you not only increase loan acquisition but also build trust and loyalty, deepening the connection with your account holders and your brand.

Adopt an Always-On Loan Marketing Approach

Stay top of mind by maintaining a consistent, always-on marketing presence. You can’t out-predict when a loan need is coming, but the message should always be there: “We’re here to help.” Traditional loan marketing often follows set schedules, but this approach can miss opportunities to connect with members when they’re actively looking for solutions.

Vericast data shows that always-on campaigns — those running 150+ days — deliver nearly 4x higher response rates and about 40% lower Cost Per Acquisition compared to shorter campaigns. An always-on marketing approach is one of the most effective loan growth strategies for credit unions, ensuring your institution stays top of mind as a trusted financial partner.

Be There When Members Are Searching for Loans

Target “in-market” members with timely, preapproved offers. Trigger-based loan acquisition is one of the most impactful loan growth strategies for credit unions, allowing institutions to connect with members at the right moment with prescreened, FCRA-compliant personalized loan offers. Using alerts from all three credit bureaus can provide up to 75% more coverage, enabling you to deliver timely, personalized offers through the channels your members prefer.

Meet Members Where They Are

Adopt an always-on, omnichannel approach. Today’s consumers expect flexibility and convenience. Communicating with them through multiple channels, including email, digital, mobile, direct mail and connected TV, is a proven method of increasing loan acquisition and driving revenue. By offering seamless, intuitive experiences, you can increase engagement and build stronger account holder customer relationships.

Streamline the User Experience

Simplify the lending process to reduce friction and improve completion rates. A quick, frictionless lending process is a must-have. Research shows that nearly 30% of applicants abandon online financial applications due to overly complicated processes. Simplifying the application process is essential for minimizing friction, delivering a seamless personalized loan experience and retaining stronger relationships with account holders.

 Building a Future-Ready Financial Marketing Strategy

Compliance is not just about adhering to regulations; it’s about safeguarding a credit union’s future in a rapidly changing world. As regulations evolve, a critical component of loan growth strategies for credit unions is embedding compliance into their marketing strategies to minimize risks and ensure long-term growth.

Every time a marketing program launches, it must be compliant. Financial institutions should work closely with legal and compliance teams and ensure their marketing partners have a deep understanding of compliance protocols. Partners with dedicated legal resources and expertise in financial marketing can help institutions align their campaigns with regulations while maintaining speed to market.

By making compliance a cornerstone of your financial marketing strategy, you’re not only protecting your institution but also building trust with your members. Financial institutions that make compliance a strategic priority will be better equipped to thrive in an increasingly complex and regulated environment.

Turn Interest Into Action With Personalized Loan Offers

Today’s borrowers have more personalized loan options than ever before. Multiple channels and a myriad of borrowing choices mean financial institutions must work harder to stand out. Success hinges on understanding consumer needs and delivering tailored solutions that add real value when it matters most.

Despite economic uncertainty, the outlook for lending remains strong. Members are looking for more than just a loan — they want a financial partner who helps them manage their finances with confidence. A strong financial marketing strategy combines data-driven insights with personalized solutions, empowering account holders to take the next steps towards their financial goals while building lasting trust.

Contact your GoWest Solutions Team to discover how Vericast can strengthen your marketing strategy.

Posted in GoWest Solutions, Top Headlines.