How Union Credit’s embeddable loan marketplace positions CUs for a digital-first future

be tough in today’s competitive environment. It requires fresh strategies.

Union Credit, a California-based startup founded nearly two years ago, aims to rewrite that narrative. The company enables credit unions to offer pre-approved, one-click credit options directly at a merchant’s point of sale, creating opportunities to connect with new borrowers.

Union Credit’s framework

Union Credit’s model is built around embedding digital lending solutions within the buying journey, providing borrowers with access to credit when they need it, instead of waiting for them to visit a credit union branch. It’s a marketplace for CUs that facilitates this process.

CUs can opt in or out monthly of the Union Credit’s marketplace, paying only for the members they acquire.

“This eliminates concerns about long-term commitments or unnecessary expenses and ensures credit unions can adopt innovative digital solutions while maintaining control and minimizing risk,” explains Dave Buerger, CEO and co-founder of Union Credit.

Going the indirect lending route: A recent study shows that technology is becoming crucial for business growth, and by focusing on digital integrations, CUs can boost their loan growth by 2025.

“The future and growth of the credit union movement rely on their ability to evolve and meet consumers where they are, offering the products and services they truly want and need,” notes Buerger.

Traditional methods like direct mail and word-of-mouth aren’t particularly impactful on their own in this digital age, according to Buerger. To achieve loan growth, CUs will likely have to rethink their approach by taking proactive digital steps to engage borrowers. By embedding their loans and products within e-commerce platforms, CUs can be present when borrowers need them most — during key decisions like car purchases, debt consolidation, or major financial moves.

“This evolution of indirect lending not only modernizes how credit unions engage with consumers but also reinforces their community-focused values,” he says.

Embedding personalized credit offers into consumers’ digital shopping journeys also provides CUs opportunities to tap into new markets and demographics.

Here’s how it works: When consumers shop on participating digital platforms and merchant websites, Union Credit embeds pre-approved loan rates, terms, and limits directly at the point of sale. …