A new national survey finds overwhelming support for credit unions’ not-for-profit model, as Americans rate them far more favorably than large banks and urge broader access to their services.

As national debates intensify over affordability and access to financial services, new consumer data suggests that credit unions are emerging as a favored alternative to large national banks, buoyed by their cooperative structure and a reputation for lower costs and stronger community ties.

A nationwide survey of 2,500 registered voters conducted between late October and mid-November 2025 found that credit unions received a 73% favorable rating, compared with 56% for large national banks. The findings come as bank fees continue to rise and consolidation accelerates across the financial sector, trends that have fueled public frustration and renewed scrutiny of traditional banking models.

Support for expanding credit unions’ footprint was strikingly broad. 

According to the survey, 94% of respondents favored allowing credit unions to expand into more communities and increase lending to small businesses, reflecting what researchers described as an appetite for more accessible and affordable financial institutions. The poll included a significant share of credit union members — about 40% — but support extended well beyond that group.

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“Credit unions aren’t just another financial option. They’re the partner Americans trust to move forward with confidence,” said Scott Simpson, the president and chief executive of America’s Credit Unions. “When banks raise fees, close branches, or consolidate, or when prices force consumers to stretch their budgets, credit unions remain present, community-rooted, and committed to delivering practical, affordable financial support.”

Across key measures of public confidence, credit unions outperformed large national banks by wide margins. Survey respondents rated them significantly higher on access to low-cost loans, trustworthiness and connection to local communities, reinforcing the appeal of their not-for-profit, member-owned structure. That model, advocates argue, allows credit unions to return value to members rather than shareholders, a distinction that appears to resonate as household budgets remain under pressure.

The survey also showed strong support for preserving credit unions’ tax-exempt status and allowing them to acquire and convert local banks, steps proponents say would help maintain access to financial services in communities affected by branch closures and mergers.

As policymakers weigh proposals aimed at reshaping the financial landscape, the results underscore a growing public belief that credit unions play a distinct and increasingly important role — not just as competitors to big banks, but as institutions aligned with local economic stability and consumer trust.

“Credit unions aren’t just another financial option. They’re the partner Americans trust to move forward with confidence.”

– Scott Simpson
President & CEO
America’s Credit Unions