Applications / Mortgage Analytics / Lenders / Wisconsin / Heartland Credit Union / Competition
Heartland Credit Union
Madison, WI · Credit union · NCUA · $636 million assets · 456 loans in 2025
Heartland Credit Union's data, $215Buy the data, $2,110Get Jenner, the SAS-compatible software
456
loans originated, 2025
656
applications, 2025
1
states and territories
0
gaps bigger than at similar lenders
Who Heartland Credit Union competes with, by dollars lent in 2025, in its five largest markets and the three it entered most recently. A Pareto chart puts the lenders in order of size and draws their running share, so the reader sees how concentrated each market is: where the line climbs steeply, a few lenders hold most of it.
FIG. 1 — MADISON, WI, 2025
Heartland Credit Union ranks 31st of 380 lenders in Madison, WI, with $43.2M lent: 0.7% of a $6.35B market.
Madison, WI is one of its five largest markets. Bars: dollars lent by each of the ten largest lenders, and Heartland Credit Union in amber (marked ▶, with its rank when below the ten). Line: the running total of the bars as a share of the whole market, ending at 51% of it.
SOURCE: FFIEC HMDA 2025, DOLLARS LENT ON LOANS ORIGINATED
FIG. 2 — NON-METRO WISCONSIN, 2025
Heartland Credit Union ranks 114th of 659 lenders in non-metro Wisconsin, with $14.4M lent: 0.2% of a $8.43B market.
non-metro Wisconsin is one of its five largest markets. Bars: dollars lent by each of the ten largest lenders, and Heartland Credit Union in amber (marked ▶, with its rank when below the ten). Line: the running total of the bars as a share of the whole market, ending at 28% of it.
SOURCE: FFIEC HMDA 2025, DOLLARS LENT ON LOANS ORIGINATED
FIG. 3 — JANESVILLE-BELOIT, WI, 2025
Heartland Credit Union ranks 81st of 264 lenders in Janesville-Beloit, WI, with $1.6M lent: 0.2% of a $977.9M market.
Janesville-Beloit, WI is one of its five largest markets. Bars: dollars lent by each of the ten largest lenders, and Heartland Credit Union in amber (marked ▶, with its rank when below the ten). Line: the running total of the bars as a share of the whole market, ending at 49% of it.
SOURCE: FFIEC HMDA 2025, DOLLARS LENT ON LOANS ORIGINATED
FIG. 4 — MILWAUKEE-WAUKESHA, WI, 2025
Heartland Credit Union ranks 277th of 510 lenders in Milwaukee-Waukesha, WI, with $1.4M lent: 0.0% of a $10.55B market.
Milwaukee-Waukesha, WI is one of its five largest markets. Bars: dollars lent by each of the ten largest lenders, and Heartland Credit Union in amber (marked ▶, with its rank when below the ten). Line: the running total of the bars as a share of the whole market, ending at 37% of it.
SOURCE: FFIEC HMDA 2025, DOLLARS LENT ON LOANS ORIGINATED
FIG. 5 — EAU CLAIRE, WI, 2025
Heartland Credit Union ranks 157th of 220 lenders in Eau Claire, WI, with $275K lent: 0.0% of a $1.01B market.
Eau Claire, WI is one of its five largest markets. Bars: dollars lent by each of the ten largest lenders, and Heartland Credit Union in amber (marked ▶, with its rank when below the ten). Line: the running total of the bars as a share of the whole market, ending at 58% of it.
SOURCE: FFIEC HMDA 2025, DOLLARS LENT ON LOANS ORIGINATED
FIG. 6 — FOND DU LAC, WI, 2025
Heartland Credit Union ranks 144th of 199 lenders in Fond du Lac, WI, with $260K lent: 0.0% of a $534.4M market.
Fond du Lac, WI is one of the three markets it entered most recently. Bars: dollars lent by each of the ten largest lenders, and Heartland Credit Union in amber (marked ▶, with its rank when below the ten). Line: the running total of the bars as a share of the whole market, ending at 48% of it.
SOURCE: FFIEC HMDA 2025, DOLLARS LENT ON LOANS ORIGINATED
FIG. 7 — LA CROSSE-ONALASKA, MN-WI, 2025
Heartland Credit Union ranks 194th of 213 lenders in La Crosse-Onalaska, MN-WI, with $145K lent: 0.0% of a $926.5M market.
La Crosse-Onalaska, MN-WI is one of the three markets it entered most recently. Bars: dollars lent by each of the ten largest lenders, and Heartland Credit Union in amber (marked ▶, with its rank when below the ten). Line: the running total of the bars as a share of the whole market, ending at 49% of it.
SOURCE: FFIEC HMDA 2025, DOLLARS LENT ON LOANS ORIGINATED
FIG. 8 — KENOSHA, WI, 2025
Heartland Credit Union ranks 245th of 257 lenders in Kenosha, WI, with $105K lent: 0.0% of a $933.9M market.
Kenosha, WI is one of the three markets it entered most recently. Bars: dollars lent by each of the ten largest lenders, and Heartland Credit Union in amber (marked ▶, with its rank when below the ten). Line: the running total of the bars as a share of the whole market, ending at 43% of it.
SOURCE: FFIEC HMDA 2025, DOLLARS LENT ON LOANS ORIGINATED
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