Regulatory wins

Advocacy efforts by credit union leagues and national associations have paid off heading into 2026. After facing some of the deepest challenges in the past decade, including threats to the credit union tax status and increasing regulatory burdens, the community has rallied together. In late 2025, America’s Credit Unions released its 2026 advocacy priorities aimed at strengthening services, expanding access, and protecting core CU advantages in policy debates. These priorities build on successful wins defending the tax status, advocating for regulatory relief at the NCUA and CFPB, and securing broader access to resources for CUs of all sizes.

On the regulatory oversight side, the National Credit Union Administration (NCUA) issued its 2026 Supervisory Priorities Letter, emphasizing clarity and transparency in exams while focusing on safety and soundness tailored to each CU’s risk profile. This approach reduces uncertainty and helps CUs plan ahead without fear of unexpected enforcement actions.

Together these wins give credit unions breathing room to focus on serving members and expanding business without the constant pressure of shifting regulatory headaches.

 

 

What do CU leaders think?

Credit union leaders are taking a measured but optimistic view of 2026. According to a recent analysis from industry economist Steve Rick, moderate inflation is expected to persist with prices running above the Federal Reserve’s 2% target but still manageable. Meanwhile, the Fed has started to ease rates, and further cuts could stimulate demand for loans like auto and personal credit, even as deposit margins tighten.

Economic growth is likely to be below trend rather than stalled, which means members aren’t likely to pull back entirely but also won’t be spending freely. Leaders see this environment as one requiring attention to member needs, strong risk management, and nimble strategy rather than chasing record growth. There are risks  (including stock market volatility and geopolitical uncertainty) but most CU executives are confident that with sound planning and member-driven focus, 2026 can be a year of solid progress.

 

 

Winning new business in 2026

Getting new business in 2026 will require both smart strategy and boots-on-the-ground effort. With many members feeling cost pressures despite easing rates, credit unions can’t afford to rely solely on digital outreach. Face-to-face marketing and in-community engagement are essential tools that too many CUs leave on the table. Show up where your members are: local events, schools, small business expos, and community fairs. Nothing builds trust like a real conversation, and it’s that trust that converts prospects into members.

Branch staff should be empowered to engage with their communities. Training employees to represent the CU at local events, meet small business owners, and host financial education sessions builds deep ties that online ads simply can’t match. Word-of-mouth still matters, and members who feel seen are members who bring others in.

On the digital side, don’t skimp on targeted campaigns aimed at driving real conversations. Offer appointments rather than just forms. Use your website and social media to get people into your branches or into a real-time video chat with a loan officer. Credit unions that blend personal engagement with a strong digital footprint will win the most business.

And if you’re looking for more tactics that work in real time, consider exhibiting at The Business Show Miami this April. It’s a great opportunity for credit unions to get in front of decision-makers, connect face to face with potential partners and members, and showcase what makes your CU stand out. If that sounds like something you’d like to explore, I’d be happy to talk through how exhibiting could work for you. Click here to fill in our inquiry form.

 

 

Conclusion

2026 may bring its share of challenges, but it also offers real opportunities for credit unions willing to stay engaged, adaptable, and member-focused. With regulatory momentum on your side, a clearer economic outlook, and a renewed emphasis on personal connection, this can be a year of meaningful growth rather than cautious survival. If you’re looking to explore practical strategies to strengthen your outreach and drive new business, I’d love to connect and talk about what’s working right now. Reach out and let’s start the conversation. Send me an email: oscar.hunter@bsmexpo.com, or fill in our inquiry form here.