You asked for it—so get ready.
In 2026, The CU Daily will launch and support a new, ongoing initiative:
The Profitability Imperative, built around a clear and unavoidable theme:
“The Sustainability Reset: Mission Requires Margin.”
This initiative is a direct response to what the data—and our readers—are telling us.
Across the country, too many credit unions under $1 billion in assets are struggling to generate sustainable profitability. Membership growth is negative. Loan growth is slowing. And for many, mergers are increasingly viewed as the only remaining option—not because they want to merge, but because they don’t see another viable path forward.
At the same time, CEOs, executives, board members, and readers throughout the credit union community have been telling The CU Daily they want more than headlines. They want guidance. They want ideas. And they want practical insight into how credit unions can reset, adapt, and grow again.
And finally, this initiative reflects something we believe deeply: The CU Daily is more than a news organization. We have an obligation to give back to a credit union movement that has supported us, challenged us, and made our work possible.
That’s where The Profitability Imperative comes in.
Let’s be clear about what this is—and what it is not.
We fully believe in, and proudly support, the credit union ethos: “Not for profit. Not for charity. But for service.”
But service is not sustainable without margin.
A credit union that cannot generate consistent profitability cannot invest, cannot innovate, cannot grow—and ultimately cannot serve its member-owners. Even credit unions posting positive numbers on their 5300s are, in many cases, seeing declining loan balances and shrinking memberships.
That trajectory is not sustainable.
Not for members.
Not for credit unions.
And not for the industry.
What to Expect from The Profitability Imperative
Where should credit unions be turning for the resources and leadership they need: Our answer is simple: each other.
Credit unions are cooperatives, and cooperation doesn’t stop at the branch door. Through The Profitability Imperative, The CU Daily will focus on real-world ideas—large and small—that improve sustainability and strengthen the bottom line.
It’s About What Works
This is not about abstract theories or 30,000-foot generalities.
It’s about what works.
We’ll report on:
- Proven strategies
- Practical operational changes
- Smart product decisions—introductions and eliminations
- Pricing adjustments
- Governance and leadership approaches
- Policy changes
- Employee-driven innovation
And most importantly, we want your voice to be part of it.
In addition to working with advertisers and sponsors, we are inviting credit unions themselves to share what has made a difference in their organizations. If it worked for you, it can help someone else. The more voices involved, the stronger—and more valuable—this initiative becomes.
The market is changing rapidly. New players are emerging. Technology is evolving at a breathtaking pace. Competitive pressures are intensifying.
You know all that. But one thing has not changed: Americans need credit unions—perhaps now more than ever. And that is sometimes forgotten.
Time to Lean In
You can lean out and stand alone.
Or you can lean in, stand together—and keep standing.
If you agree that sustainability is an imperative, then get ready for what The CU Daily is committed to delivering in 2026.
We look forward to hearing from you—and to leading this effort together.
Want to offer your input, ideas, or suggestions? Contact Frank J. Diekmann at [email protected].
