Applications / Mortgage Analytics / Lenders / Wisconsin / Heartland Credit Union
Madison, WI · Credit union · NCUA · $636 million assets · 456 loans in 2025
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456
loans originated, 2025
656
applications, 2025
1
states and territories
0
gaps bigger than at similar lenders
Our analysis, 2025
Heartland Credit Union lends small sums, mostly for home improvement and other purposes, and to more borrowers of modest means than most credit unions its size. Its loans rose 11% in 2025, to 456.
Home improvement accounted for 30.0% of its loans and other purposes for 26.8%; purchases were only 23.2%. Its typical loan was $85,000. Similar lenders (credit unions making between half and twice as many loans) typically lent $105,000, and about four in five of them lent more. Its typical rate, 6.99%, sat near the middle.
It made 456 loans, up from 410. Similar lenders grew by 6% and the whole market by 10%. The count swings: it made 517 in 2020, fell to 251 in 2022 and recovered to 479 in 2023.
It ranks 31 of 380 lenders in Madison, its home market, which Summit Credit Union and UW Credit Union lead. Its share fell to 0.7% from 0.9%. Smaller loans may be one reason: its typical loan fell to $85,000 from $95,000, and its dollar total dipped to $61.7 million from $62.4 million. In Janesville-Beloit its share rose to 0.2%.
Low- and moderate-income (LMI) borrowers took 37.6% of its loans, against 27.3% at similar lenders, a higher share than at about four in five of them. Poorer neighborhoods (LMI tracts) took 11.7% and majority-minority neighborhoods 3.3%, against 15.4% and 11.6%. The Wisconsin counties it serves, including non-metro Wisconsin, may simply have fewer such neighborhoods.
Similar lenders: same lender type, originations between half and twice the lender's in the data year. Written from the 2025 HMDA data and checked figure by figure against it.
FIG. 1 — LOANS ORIGINATED, 2018–2025
Originated means the loan was made: applications denied, withdrawn or not accepted are not counted. Heartland Credit Union took 656 applications in 2025.
SOURCE: FFIEC HMDA, LOANS ORIGINATED (ACTION TAKEN: LOAN ORIGINATED)
FIG. 2 — PRODUCT MIX, 2025
Home improvement 30.0% · Other 26.8% · Purchase 23.2% · Refinance 20.0%
Conventional 100.0% · of 456 loans. Purchase: buying a home. Refinance: replacing an existing mortgage, including cash-out. FHA: insured by the Federal Housing Administration. VA: guaranteed by the Department of Veterans Affairs. Conventional: neither.
SOURCE: FFIEC HMDA 2025, LOANS ORIGINATED
Where it lends, 2025
| State | Loans | Share |
|---|---|---|
| Wisconsin | 456 | 100.0% |
Largest metro areas, 2025
| Metro area | Loans |
|---|---|
| Madison | 310 |
| Janesville-Beloit | 19 |
| Milwaukee-Waukesha | 11 |
| Fond du Lac | 2 |
| Appleton | 1 |
| Eau Claire | 1 |
| Kenosha | 1 |
| La Crosse-Onalaska | 1 |
| Sheboygan | 1 |
Identifiers
| LEI (Legal Entity Identifier, the global company code HMDA has used since 2018) | 549300LENIDYCDF93Y54 | 2018–2025 |
| RSSD (the Federal Reserve's identifier for banks and their parents) | 117896 | 2004–2023 |
| Respondent ID (the HMDA filer code before 2018) | 566710 | 1990–2017 |
Established 1 January 1936. Reported under HMDA 1990-2025.
Mergers, name changes, data editions and corrections: Heartland Credit Union's data.
Heartland Credit Union's data
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Heartland Credit Union and its peers, 2018–2025: every application in the HMDA data, cleaned and corrected, as Parquet files, with the Jenner programs that made these pages.
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