PEER+ FOR CREDIT UNIONS
Visualize Your Reach In The Markets You Serve
Peer+ For Credit Unions
Peer+ is a market-level performance view built on a geographic data foundation that helps you evaluate results in the context of the communities you serve. Compare lending and member engagement performance across local markets, identify underserved areas, and connect strategic decisions to measurable member value and mission outcomes.
For greater depth of insight, census tract mapping lets you review which specific neighborhoods, city blocks, and other localized populations are most impacted by the work you do within the context of the complete market you serve. This level of insight can help you isolate opportunity areas and develop geographically-targeted lending and marketing strategies to help grow your credit union’s community impact.
Market Overviews
Start with a birds-eye view of markets you serve, the communities that depend on you, and the forces shaping opportunity and risk.
Market Overview
A high‑level view of real estate financing production, market share, and product mix that helps executives understand what is fueling growth and where share is being gained or lost – combining both first and second lien products This insight supports smarter decisions around product focus, pricing strategy, and capital allocation.
Banking Deserts
A first mortgage is often the foundation of a member’s financial position. By isolating first lien activity, this dashboard shows true performance in what is often the credit union’s most impactful lending category, helping leadership assess growth targets, evaluate frontline execution, and ensure resources are aligned with the highest-impact production opportunities.
FEMA National Risk Assessment
Understand performance in home equity and junior lien lending, where member needs, risk, and pricing dynamics differ from the first lien business. 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 Product Reports
See what is driving mortgage performance and where your credit union can compete more effectively.
Mortgage Overview
A high-level view of mortgage production, market share, and product mix that helps executives understand what is fueling growth and where share is being gained or lost. This insight supports smarter decisions around product focus, pricing 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 credit union’s most impactful lending category, helping leadership assess growth targets, evaluate frontline execution, and ensure resources are aligned with the highest-impact production opportunities.
Subordinate Lien Dashboard
Understand performance in home equity and junior lien lending, where member needs, risk, and pricing dynamics differ. 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
Connect operational execution, market conditions, and credit policy to real lending outcomes.
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
Support equitable access to credit while strengthening oversight and accountability.
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
Evaluate how physical presence and market strategy translate into sustainable funding.
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 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.
Bring Market Context Into Your Next Decision
Every market tells a different story. A conversation with our team can help you explore how Peer+ for credit unions connects geographic context, market dashboards, and lending insight to your strategic priorities. See how tools like market overviews, banking deserts mapping, and risk indicators can support planning, performance discussions, and measurable member and community outcomes.
Connect with Callahan & Associates to start the conversation.