WASHINGTON–CU Student Choice is reporting that to date in 2025 more than 53,500 students and families have used its CUSelect Finder Tool to search for more than $1.3 billion in education financing, reflecting the growing demand for transparent, mission-aligned alternatives to traditional private student loans.
“We view student lending not just as a product, but as a meaningful service opportunity for our members,” Humberto Ornelas, VP-consumer lending at Star One Credit Union, which recently joined the marketplace, said in a statement. “With so much uncertainty involving education financing lately, we want our members to know that Star One will be there with real solutions—not just during college, but for their entire financial journey.”
‘Best-Kept Secrets’
The company said in a statement that while a few big-name private student lenders dominate the digital landscape through “aggressive paid advertising and teaser rates, credit unions have remained one of the industry’s best-kept secrets—despite offering uniquely flexible, responsible options rooted in member service.”
According to Student Choice, the marketplace was created in response to this imbalance.
“The student lending landscape is confusing and we were tired of watching millions of students and families encounter the same five lenders over and over again – companies that spend millions on advertising, influencer deals, and direct mail to try and own the market,” Michael Weber, chief marketing officer for CU Student Choice. “That kind of pay-to-play exposure drives up borrower acquisition costs, and ultimately, loan costs for families.
Working to ‘Level the Playing Field’
“We’re working to level the playing field,” Weber continued. “This marketplace eliminates confusion around credit union membership and seamlessly connects students and families with credit unions that can meet their funding needs, while also providing straight-forward information to help them borrow smarter.”
CU Student Choice, which said it has helped more than 132,000 families nationwide in their college planning and funding process, further said it works with hundreds of credit unions to help them offer education line of credit programs that reflect their core values: flexibility, fiscal responsibility, and member-first service.
“Unlike many traditional private loans that require borrowers to reapply annually, the education line of credit allows funds to be drawn as needed across multiple academic years, helping reduce unnecessary debt while providing peace of mind,” the company added.
