PEER+ FOR SUPPLIERS
Understand The Markets Where Your Clients And Prospects Operate
Peer+ is a market-level performance and geographic analysis platform for credit unions and the organizations that support them. It helps vendors understand where a credit union operates, how it competes, and how local conditions shape performance. With interactive dashboards, heatmaps, and built-in market views, Peer+ helps you identify opportunities, prioritize outreach, and tailor messaging by market.
Market Overviews
Peer+ market overviews help suppliers quickly understand the geographic and demographic environments shaping a credit union’s performance in a given market.
These dashboards provide essential context for prospecting, positioning, and executive conversations by revealing competitive dynamics, demographic realities, and local pressures that influence results.
Market Overview
See a birds-eye how a credit union performs within the broader market and the characteristics that shape that market. This dashboard brings geographic context and peer performance together to reveal competitive positioning, market patterns, and areas of opportunity or pressure.
Banking Deserts
Identify where access to financial services is limited and where credit unions can make the greatest impact. This dashboard highlights banking deserts alongside branch locations and key demographic indicators, helping leaders evaluate expansion opportunities – both brick and mortar and digital – while aligning growth with community needs.
FEMA National Risk Assessment
By visualizing community risk using FEMA’s National Risk Index alongside population and branch data, this dashboard helps leaders understand exposure at the county and census‑tract level and plan proactively to support members through future climate events.
Mortgage Product Reports
Mortgage product dashboards help vendors understand how mortgage activity, product mix, and market share vary by geography, enabling more informed discussions around competitive positioning and local opportunity.
Mortgage Overview
A high‑level view of mortgage production, market share, and product mix that helps leaders understand what channels are fueling real estate lending growth and where share is being gained or lost. This insight supports smarter decisions around product focus, pricing & marketing strategy, and capital allocation.
First Lien Dashboard
A first mortgage is often the foundation of a member’s financial position. By isolating first lien activity, this dashboard shows true performance in the most impactful lending category for many credit unions, helping leadership assess growth targets, evaluate frontline execution, and ensure resources are aligned with the highest-impact production opportunities. Suppliers can use this information to showcase the benefits of their mortgage lending solutions within the selected market.
Subordinate Lien Dashboard
Understand performance in home equity and junior lien lending, where member needs, risk, and pricing dynamics differ from more traditional first liens. This dashboard helps leaders evaluate how effectively these products deepen relationships, retain borrowers who might otherwise go elsewhere for equity access, and balance growth with portfolio risk. The insight supports decisions on home equity strategy, pricing/terms, underwriting standards, and cross-sell initiatives tied to existing homeowners.
Mortgage Insights
Mortgage insights dashboards help vendors connect operational execution, credit policy, and market conditions to real lending outcomes for clients, supporting more nuanced advisory and compliance conversations.
Pipeline Efficiency Dashboard
Measure how effectively applications turn into funded loans compared to the market. By highlighting approval trends, fallout, and friction points, this dashboard helps leaders improve cycle times, optimize underwriting strategy, and increase funded volume without having to increase application volume.
Market Stress & Affordability Dashboard
Link economic conditions to borrower behavior and mortgage demand. By combining census data (home prices, unemployment, homeownership) with HMDA trends (loan size, LTV, product mix, rate sensitivity), executives can assess how affordability pressures and interest rate movements impact volume, risk profile, and product demand. This supports forward-looking strategy around pricing, credit policy, product design, and growth expectations in changing market environments.
Decisioning Report Dashboard
Gain clarity into underwriting outcomes and credit risk drivers. By analyzing denial rates, reasons for denial, DTI and LTV distributions, preapproval outcomes, and performance versus the market, executives can identify whether credit policy, risk tolerance, or operational practices are constraining growth or increasing risk. The information supports balanced decision-making between growth and credit quality, improves policy calibration, and strengthens regulatory and fair lending defensibility.
Fair Lending
Peer+ fair lending dashboards provide the geographic and demographic context vendors need to support equitable lending narratives and regulatory discussions.
Race & Ethnicity Dashboard
Monitor lending outcomes across racial and ethnic groups with market context to support fair lending oversight and Community Reinvestment objectives. By comparing applications, approvals, denials, pricing, loan size, and market share against census demographics, leadership can identify potential disparities, emerging compliance risk, or underserved segments. The information supports proactive risk management, regulatory readiness, and strategic initiatives to expand equitable access to credit.
Age Dashboard
Understand how lending activity aligns with the needs of different generations to identify demographic gaps and growth opportunities. By comparing application volume, approval outcomes, and market share against population benchmarks, executives can assess whether the credit union is effectively reaching first-time buyers, younger households, or aging members. The insights support product design, marketing strategy, and long-term member lifecycle growth.
Branch & Deposit Market
Branch and deposit dashboards help vendors evaluate how a credit union’s physical distribution strategies translate into deposit growth and market penetration across geographies.
Branch & Deposit Footprint
See how the credit union’s physical presence and branch strategy translate into deposit growth and market penetration relative to competitors. Using these displays, leadership can identify where the institution is over- or under-represented, which locations are driving the strongest results, and where competitors are gaining traction. These insights support strategic decisions around branch expansion, consolidation, relocation, and investment in specific markets, while also informing broader distribution strategy to optimize deposit attraction and long-term funding stability.
Data Tables
Peer+ also contains dozens of leader tables and raw data reports to help you see the full data picture. This data is fully cleaned and curated by Callahan’s data teams, and ready for export to help you visualize your market-based performance in whatever ways you prefer.
Turn Market Insight Into More Relevant Outreach
A conversation with our team can help you explore how Peer+ connects geographic context, competitive dynamics, and market‑level dashboards to your sales, marketing, and compliance support objectives. See how tools like market overviews, banking deserts mapping, and risk indicators help vendors prioritize outreach, tailor messaging, and bring defensible context into every discussion with credit union leaders.
Connect with Callahan & Associates to learn more about Peer+ for suppliers.