By Jeff Rendel
In 2026, a growing number of credit unions are proving something the industry has long suspected but rarely measured well: sustainable success is not accidental, cyclical, or purely market driven. It is designed.
Through the 10XCU™ research and advisory platform, we continue to identify credit unions—across asset sizes, geographies, charters, and competitive environments—that consistently outperform peers over extended periods of time. These are not one-year wonders. They are organizations that deliver durable results across five-year cycles, balancing growth, capital strength, relevance, and execution discipline.
What 10XCU™ Measures; And Why It Matters
10XCU™ is intentionally built to measure sustainable performance, not short-term spikes. Rankings are calculated using statistically validated methods that examine performance across rolling five-year periods. This structure filters out noise, one-time events, and tactical wins that fail to translate into lasting value.
The data show strong correlation between 10XCU™ performance and long-term growth in:
- Membership
- Loan originations
- Deep-rooted financial relationships
- Capital strength and flexibility
In other words, the model rewards credit unions that grow with control, invest with intention, and execute with consistency. This is not about chasing a single ratio. It’s about aligning strategy, culture, and economics over time.
A Wide Field Of Winners
One of the most important findings every year is 10XCU™ success is not limited to a specific “type” of credit union.
High performers appear across multiple percentiles, asset sizes, and operating models. Community charters, SEG-focused institutions, rural and urban credit unions, and both digitally progressive and service-intensive organizations all show up in the rankings.
We cannot list every high-performing credit union; but the message is clear: Any credit union can achieve this level of performance. Here’s a sample:
Alpena Alcona Area; Border; Clearwater; Crane; Day Air; Eastman; Five Star; Genisys; Ironworkers USA; Joplin Metro; Mountain America; Neches; Oxford; Palmetto Citizens; Rocky Mountain Law Enforcement; ServU; TruStone; Utah Community; Y-12; Zeal
And, nearly one thousand more. These examples demonstrate possibility, not exclusivity.
Ten Ways 10XCUs Are Winning
While strategies vary, 10XCU™ credit unions consistently share several behaviors:
- They grow with purpose, not pressure—clear about who they serve and why.
- They invest ahead of the curve, not after competitors force the move.
- They align boards and leadership teams around outcomes, not activities.
- They manage capital as a strategic asset, not just a regulatory buffer.
- They design member experiences intentionally, instead of layering fixes.
- They hold leaders accountable for results, not just effort.
- They prioritize talent systems as much as technology systems.
- They focus on primary relationships, not just product penetration.
- They treat data as a decision tool, not a reporting requirement.
- They commit to multi-year strategy, resisting constant course correction.
None of these are flashy. All of them are disciplined.
From Rearview Metrics to Windshield Indicators
Traditional KPIs still matter. 10XCU™ rankings rely on well-established financial and operating measures: growth rates, profitability, efficiency, capital, and balance sheet health. These “rearview mirror” metrics confirm whether strategy is working.
But the real differentiation happens before the numbers show up.
High-performing credit unions are also tracking key leading indicators: windshield metrics that predict future success, such as:
- Momentum in primary financial relationships
- Early signals of member advocacy and trust
- Talent engagement and leadership bench strength
- Speed of execution on strategic initiatives
- Product adoption velocity, not just totals
- Service recovery effectiveness
- Member migration to higher-value relationships
- Innovation throughput, not idea volume
- Cultural alignment with strategy
- Organizational energy and focus
These indicators allow leaders to adjust before performance drifts and accelerate before opportunity is obvious.
What Comes Next
For many credit unions, the most important takeaway from 10XCU™ research is not where they rank; it’s what the rankings reveal about how sustainable success is built and sustained over time.
Performance data, when viewed across five-year cycles, has a way of clarifying what’s working, what’s holding, and where momentum is quietly shifting. For some institutions, the insights confirm strong strategic alignment. For others, they surface early signals—positive or cautionary—that might otherwise go unnoticed until results lag.
The most productive next step is often a simple one: understanding your own performance in context. Not to compare for comparison’s sake, but to identify the few drivers that matter most to your credit union’s future: growth capacity, capital flexibility, leadership depth, and member relevance.
These conversations are not about labels or tables. They are about perspective. About learning what high-performing credit unions do consistently, how those behaviors translate into results, and what can be adapted thoughtfully within your own culture and market.
And sometimes, the next step is simply recognition. When sustained performance shows up in the data, it deserves to be acknowledged. Progress, when measured well, has a way of reinforcing itself.
Jeff Rendel is a Certified Speaking Professional and Principal of Rising Above Enterprises. He is one of the credit union industry’s leading strategic advisors and the creator of the 10XCU™ research and advisory platform. He works with boards and executive teams nationwide to design sustainable growth, relevance, and long-term performance. Rendel can be reached at jeff@jeffrendel.com; jeffrendel.com; and, 951.310.7275.