Targeted Rewards May Close Credit Unions’ 21-Point Wallet Gap

Credit unions have built strong member loyalty through local service and trusted financial relationships, but that affinity does not always translate into everyday card spending. PYMNTS Intelligence’s 2026 Credit Union Tracker found that credit union cards perform relatively well for recurring bills such as rent and mortgages, yet lose ground when consumers actively choose a card for travel, dining, retail or electronics — categories where national banks’ rewards programs carry more influence.

PYMNTS reported on Aug. 26, 2026, that 61% of credit union members consider their institution their primary financial provider, while 87% of those consumers are very or extremely satisfied. Still, only 48% of credit union cardholders put the card at the top of their wallet, compared with 69% at national banks. Rewards influence the preferred-card decision for 44% of credit union cardholders, suggesting personalized cash back, merchant offers and category-specific incentives could help narrow the 21-percentage-point gap.