Credit-union lending accelerated in June, led by unsecured personal loans

What changed

America's Credit Unions reported that total credit-union loans rose 1.22% in June, versus 0.12% in May and 0.38% in June 2025, using Equifax Analytics data from an anonymized 10% sample of U.S. consumers with Social Security numbers. Unsecured personal loans grew 3.39% and credit-card balances grew 1.0% during the month, while first mortgages grew 1.91% and auto loans 0.4%.

Loyalty and rewards implications

The mix signals active consumer borrowing, especially in unsecured credit, rather than a deposit-led relationship expansion. Credit unions can use rewards and targeted journeys to shift card spending and direct deposit toward the primary relationship, but should pair offers with financial-wellness guardrails for members using unsecured credit. Cyder's strongest positioning is measurable behavior change across card, deposit, and repayment journeys rather than indiscriminate reward spend.