Union Credit Consumer Survey Reveals Dwindling State of Financial Trust and Confidence in Second Half of 2025

SANTA ROSA, Calif.--(BUSINESS WIRE)-- Union Credit, the first marketplace that embeds firm, one-click credit offers into everyday digital experiences, is calling on credit unions to take an active role in rebuilding consumer confidence in 2026. Credit unions can bridge the gap of dwindling financial security by meeting people in trusted digital environments and reducing membership friction.

Union Credit conducted a survey during the government shutdown in October and November to understand how economic uncertainty shapes financial decisions. Respondents, equally representing government and non-government employees, reported a fall in their financial confidence. Only 12% of respondents felt very confident about their finances. Nearly half of respondents said their buying and borrowing confidence dropped in the last 30 days. Many were unsure who to trust for financing, reporting feeling overwhelmed (30%) or cautious (54%) during moments of volatility. More than half are avoiding new debt until stability returns.

Yet people haven?t lost intent to borrow, 36% said they would borrow if an offer felt secure and transparent; they?re hesitating because they lack clarity, trust, and timing. ?Overall, consumers aren?t necessarily rejecting credit; they?re rejecting uncertainty,? said Barry Kirby, co-founder and CRO at Union Credit. ?People deserve financial partners who are trustworthy, steady and easy to understand. Credit unions deliver on that through their known strengths of fairness, transparency, and superior member-first service. However, these strengths only matter if credit unions show up where consumers are weighing financial decisions.?

Embedded lending fills the gap; 28% of consumers surveyed say they evaluate financing options inside familiar financial spaces they already use such as credit-monitoring platforms. By embedding pre-approved and pre-qualified offers inside these frequented environments, credit unions can offer consumers a simple, low-pressure way to understand their options and move forward confidently.

Once that initial connection and trust is made, credit unions can deepen the member relationship. This process leapfrogs all the confusion and abandonment associated with a credit union?s field of membership. By pre-vetting members, eligibility is no longer a barrier. Clear, direct offers show the benefits of credit union membership and open the doors for a long-term relationship that gives members the financial stability and security they desire.

?The market is emotionally fragile. As we move into 2026, consumers are looking for financial stabilizers,? Kirby continued. ?We?re not trying to convince consumers that they fit into a credit unions? field of membership; we?re putting credit unions in environments that consumers trust and offering them approved opportunities. The hassle and confusion of the applications and membership qualifications can be invisible. When people understand their options and know they?re eligible, the uncertainty drops and confidence returns. That?s when they feel ready to take the next step.?

About Union Credit

Union Credit provides consumers with firm, one-click credit offers embedded within their daily activities. The marketplace helps credit unions break into new markets digitally with access to the front end of purchase and financing experiences. Merchants embedding Union Credit benefit from providing customers with local, competitive, and advantageous offers that are in the buyer?s best interest. Visit our website and follow us on LinkedIn to learn more.

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Source: Union Credit