Credit unions have already earned their members’ trust. Giving those members more reasons to use their cards could start with something tangible: rewards on everyday purchases.

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That opportunity anchors the third key finding in “The Top-of-Wallet Challenge: Why Trust Alone Is Not Enough to Drive Card Usage,” a July 2026 Credit Union Tracker® from PYMNTS Intelligence done in collaboration with Velera. The report finds that strong relationships and high satisfaction haven’t consistently made credit union cards members’ first choice. Rewards offer a practical way to close that gap. Trust gives credit unions a seat at the table; card benefits help them win the next purchase. For institutions seeking more member spending, the findings point toward improving the value members receive each time they pay.

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Other findings show credit unions have substantial strengths to build on. Among consumers whose primary institution is a credit union, 87% report being very or extremely satisfied. Credit union cards also lead national bank cards for utility bills, at 37% versus 34%, and internet and mobile service, at 35% versus 33%. Pairing those established payment relationships with relevant rewards could help credit unions earn more everyday purchases.

At PYMNTS Intelligence, we work with businesses to uncover insights that fuel intelligent, data-driven discussions on changing customer expectations, a more connected economy and the strategic shifts necessary to achieve outcomes.

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