Alliant Credit Union Tops the 2021 Credit Union Digital Experience Report

Alex Jimenez

August 26, 2021


The 2021 Credit Union Digital Experience Report provides a snapshot of key industry trends as well as a heuristic review and ranking of the user experience at the largest 50 credit unions by asset size in the United States. The report is the result of comprehensive review of each organization’s digital presence.

We rated each credit union’s public marketing site according to six key dimensions of the experience:

  • User Experience
  • Analytics and SEO
  • Key Features and Functionality
  • Visual Design and Branding
  • Content
  • Digital Marketing

The following credit unions achieved the highest average scores across categories, earning their place as the top digital experience leaders.

  1. Alliant Credit Union
  2. Wings Financial Credit Union
  3. America First Credit Union
  4. Patelco Credit Union
  5. Desert Financial Credit Union

Overall, these credit unions demonstrate a strong commitment to providing their members with the experience, features, and aesthetic they deserve.



Alliant Credit Union, the country’s 8th largest credit union by asset size, demonstrates the strongest digital experience across all credit unions reviewed in this report. Alliant CU also tops the user experience and visual design category as well as Branding. Alliant ranks in the top 5 for digital marketing as well as analytics and SEO.

Our design team is impressed by Alliant’s overall design and user experience (UX). They find the experience user-friendly with great use of icons and data visualizations. Alliant obtains high marks for navigation, page layouts, micro-interactions and calls to action (CTAs). From a visual design and branding standpoint, Alliant earns high marks across most of our criteria particularly iconography, consistency, color, typography, and design system.



Wings Financial Credit Union, the country’s 33rd largest credit union, has a great showing by placing second on our overall list. Wings FCU also places second in visual design and branding and top 5 for analytics and SEO and digital marketing. Wings FCU has one of the highest ratings we had in consistency, design system and typography. Wings also scores high in page speed tests for both desktop and mobile, as well as cross-sell and up-sell page activity.


3rd Place:

Utah’s America First Credit Union, the country’s 9th largest credit union, comes in third place overall based on the strength of their top 5 placements in user experience, analytics and SEO, key features and functionality, and digital marketing. Their experience is modern, offering a wide range of 3rd-party services. Overall, America First CU appears to have a strong digital strategy.


4th Place:

Patelco Credit Union, the country’s 22nd largest credit union, places fourth in our overall rankings. Patelco CU places second in analytics and SEO with high marks for SEO optimization and desktop page speed. They also earned a third place in digital marketing with good ratings in cross-sell and personalization.


5th Place:

Rounding up the top 5 credit unions is Arizona’s Desert Financial Credit Union, the 43rd largest credit union. Desert FCU was in the top 20 for most categories and topped the digital marketing category, performing well in personalization, cross-sell and segmentation.


Congratulations to all the winners!


To learn more about’s research and findings, download the 2021 CU Digital Experience Report.


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