Heartland Credit Union (62031), a $673.6M credit union headquartered in Hutchinson, KS, led by CEO Springer, reported 39,989 members at the end of 2025 Q3, a decrease of 109 members (-0.3%) compared to the same quarter last year.

Stable membership suggests mature market positioning with focus on deepening existing relationships rather than aggressive acquisition.

Per-Member Economics

Heartland Credit Union's 39,989 members maintain an average of $14K in deposits and $14K in loans. Per-member balances growing faster than membership indicates deepening wallet share—a positive sign for member engagement.

Membership Trends

Membership levels have stabilized, suggesting the credit union has reached a steady state within its field of membership.

Field of Membership Penetration

Heartland Credit Union has a defined field of membership comprising 2,536,395 potential members. With 39,989 current members, the credit union achieves a 1.6% penetration rate, representing significant untapped growth potential.

Historical Context: Since the 2008 Crisis

Heartland Credit Union's membership has grown 169% since Q3 2008, when the financial crisis peaked. At that time, the credit union served 14,884 members.

This sustained membership expansion reflects successful community engagement and competitive positioning over nearly two decades.

Peer Comparison

Among 519 credit unions in its $336.8M–$1.0B asset peer group, Heartland Credit Union ranks in the 38th percentile for membership growth.

Outlook

Heartland Credit Union's membership trajectory will depend on its ability to differentiate through service quality, digital capabilities, and community engagement in an increasingly competitive landscape.

Heartland Credit Union's Q4 2025 results, expected in early 2026, will provide further insight into whether the credit union can stabilize and reverse membership trends.