ANN ARBOR, Mich.–Nickels, a CUSO that says it helps credit unions grow their memberships and support communities’ financial well-being, said seven credit unions have deployed its CardFit solution as part of FiLab’s (formerly known as the lab* at Filene) 2025 testing cycle.

The seven credit unions include Abound Credit Union, Chartway Credit Union, Credit Union ONE, Hawaii State Federal Credit Union, Lake Trust Credit Union, Michigan State University Federal Credit Union, and Unitus Community Credit Union.

FiLab is an incubator for testing new tools, products, and strategic solutions to help credit unions grow and deepen their impact, the CUSO stated, noting that each year FiLab collaborates with fintechs, credit unions and stakeholders to select and execute a set of “quick and nimble” tests through Filene’s research and market engagement.

Making Comparisons

“As part of Filene’s initiative to explore how credit unions can attract new members through credit card offerings, these credit unions will run CardFit, a credit card comparison site designed to showcase the advantages of credit union credit cards over big bank options,” the company said. “CardFit simplifies how consumers compare credit cards by presenting costs and rates in a transparent, dollars-based format.”

Nickels said the seven credit unions will test how digital-first, credit card comparisons that account for both rewards and costs can enhance member acquisition efforts as more consumers discover the benefits of credit union credit cards.

What the Data Show

“The data show that half of the country would be better off financially if they were using a credit union credit card,” Nickels Founder and CEO Joseph Gracia said in a statement. “But it’s hard for credit unions to share that message when people don’t easily understand the impact of APRs and big banks are on our screens every night pushing rewards.  The goal of CardFit is to cut through the noise and make it easy for consumers to find the card that is going to be best for them.  And we’re seeing that many people are surprised to realize that the best card for them is a local credit union credit card. Through FiLab we’re helping credit unions test new ways to increase their presence in their communities. CardFit makes it easier for consumers to see the value of local, community-driven credit unions in addition to driving member acquisition opportunities for each of these credit unions.”