Sogolytics Releases First National Credit Union Member Experience Benchmarks

Sogolytics today released the Credit Union Member Experience Index 2026, its first national benchmark measuring credit union member experience across six dimensions and delivering industry-wide scores for Net Promoter Score (NPS), overall satisfaction, and 18 individual experience questions. Based on responses from 1,002 active credit union members surveyed nationally in June 2026, the inaugural index lands the industry at an overall CU MX Index Score of 75.7 out of 100. 

The credit union industry has lacked a dedicated benchmark for member experience. Financial performance data and individual satisfaction surveys exist, but a comparable, dimension-by-dimension index that credit unions can measure against a national baseline has been missing. This report introduces one that’s structured to be repeated annually. 

Key Findings 

• The CU MX Index Score lands at 75.7 out of 100 across 1,002 active members, establishing the first national baseline for credit union member experience. 
• Overall satisfaction scores 81.4 out of 100, with 85% of members satisfied and only 6% dissatisfied with their credit union as a financial institution. 
• Net Promoter Score for the industry lands at +43, with 57% Promoters, 30% Passives, and 14% Detractors. 
• Human Experience is the highest scoring dimension at 77.7, led by staff service quality at 79.5, the top individual question in the study. 
• Trust and Value are the lowest scoring dimensions at 74.5 and 73.9, and Gen Z scores 15.2 points below Boomers on trust, the widest generational gap in the entire index. 

The First National Benchmark for Credit Union Member Experience 

The CU MX Index measures member experience across six dimensions, Member Support and Guidance, Digital Experience, Trust and Values, Value and Financial Benefit, Convenience and Access, and Communication and Transparency. Every dimension is built from underlying questions, converted from a 7-point scale to a 0 to 100 score. The composite CU MX Index Score is the equal-weighted average of the six dimensions. Overall satisfaction and Net Promoter Score are measured independently, giving the industry three comparable benchmarks in a single instrument. 

NPS +43 and 85% Satisfaction Set the Loyalty Benchmark 

The industry's Net Promoter Score of +43 reflects a membership base that does more than stay. 57% of members surveyed are Promoters, actively willing to recommend their credit union to a friend or colleague. Only 14% are Detractors. In financial services, where trust is hard to build and easy to lose, that is a meaningful signal of loyalty. 

On overall satisfaction, 85% of members report being satisfied with their credit union as their financial institution. Only 6% express dissatisfaction. The satisfaction and NPS numbers give the industry a clear yardstick that individual credit unions can now measure themselves against on the same instrument. 

Six Dimensions, One Composite, a 3.8 Point Spread 

Across the six dimensions of member experience, scores fall within a narrow 3.8-point range on the 0 to 100 scale. Member Support and Guidance leads at 77.7. Digital Experience follows at 77.1. Communication and Transparency scores 75.6. Convenience and Access scores 75.2. Trust and Values scores 74.5. Value and Financial Benefit scores 73.9. 

That narrow range signals broadly consistent delivery, but the individual question scores inside each dimension expose where the pressure sits. Staff service quality at 79.5 is the highest of 18 questions. Branch and ATM availability at 71.3 is the lowest. 

Trust, Guidance, and the Drivers Behind the Numbers 

Beyond the composite scores, the index isolates which questions have the largest influence on overall loyalty. Staff service quality is the single strongest driver of overall satisfaction across the entire study. Financial guidance, scored at 74.0, is one of the sharpest levers. Members very satisfied with their credit union's financial guidance post a Net Promoter Score of +83. Members very dissatisfied post -21. That 104-point loyalty swing is one of the most dramatic driver contrasts in the dataset. 

Listening and acting on feedback scores 71.6, the lowest question in the Trust and Values dimension. Members broadly trust their credit union to be honest with them. They are less confident their credit union is listening. 

Gen Z Is the Story to Watch Across the Index 

Every dimension in the index can be segmented by generation, and the generational cuts reveal where the composite scores hide risk. Gen Z members, ages 18 to 28, score trust and values at 66.2 out of 100. Boomers, ages 62 and older, score the same dimension at 81.4. The 15.2-point gap is the largest generational divide of any dimension in the study. 

Digital, often assumed to be the Gen Z pain point, shows one of the smallest generational gaps at 11.6 points. The bigger gaps for younger members sit in trust and communication, giving credit unions a clearer diagnosis of where the retention risk lives. 

<Read the Full Report Here>

About the Study 

The Credit Union Member Experience Index 2026 is based on a survey of 1,002 active credit union members across the United States, fielded in June 2026. Participants were screened to confirm current active membership and usage within the past 12 months. Quotas were applied for balanced representation by age, gender, and income. The survey measured six dimensions of member experience across 18 questions, one overall satisfaction question, one Net Promoter Score question, and one open-ended response question. All 7-point scale responses were converted to a 0 to 100 scale. The CU MX Index Score is the equal-weighted average of the six-dimension scores. 

This is an independent Sogolytics study. It was not commissioned, funded, or reviewed by any credit union, banking association, or third party. 

The findings represent Sogolytics' analysis and are provided for informational purposes only. They are not intended as financial advice or as an endorsement of any specific credit union or financial institution.