By Jeff Rendel
In 2013, Jim Collins introduced the concept of "10X" companies in Great by Choice, identifying those that outperformed peers through consistent excellence and innovative strategies. In early 2023, we asked, “Who are the 10X credit unions?”
The journey to find the answer involved analyzing millions of data points, conducting hundreds of CEO interviews, and focusing on eleven balanced metrics, highly correlated with growth, revenue, and retention. These metrics provided a framework to identify credit unions demonstrating long-term success and positioning themselves for continued growth. We first wrote about this, in CU Today, last year with “10X Credit Unions: Success for the Long Haul.”
Evolution of Excellence: 10X Credit Unions in 2025
Over the past year, following an enhanced method, the characteristics of high-performing credit unions remain rooted in core fundamentals: consistent membership growth, robust core earnings, and profitability that fuels continuous innovation. Additionally, a commitment to scale, operational efficiency, and maintaining strong capital positions has enabled credit unions to thrive despite economic uncertainty. Even more, retention of members remains the determining factor to growing member lifetime value.
From marketing innovation to strategic mergers, 10X credit unions adapt in unique ways. A standout trend is the role of digital transformation in shaping member experience, driving efficiency, and enabling personalized service. The ever-increasing velocity of marketing spend continues to correlate strongly with growth in member engagement and relationship expansion.
Credit unions achieving 10X status have embraced strategies that balance tradition and transformation. While operational discipline ensures stability, their willingness to adapt to changing member needs and external factors sets them apart. Whether through digital advancements or community-focused initiatives, these credit unions exhibit the agility to lead while maintaining the integrity of their mission. A focus on metrics (industry standard or self-designed) that support many of the elements described above can help you align strategies with sustainable, balanced success.
A Fresh Perspective: 2025's 10X Credit Unions
This year, we’re introducing a broader view of excellence. Instead of spotlighting the top 1 percent, we highlight 25 credit unions that embody the spirit of the 10X philosophy. These organizations represent diverse sizes, charters, and geographic locations, showcasing the strength of variation within the credit union movement. All are in the top 5 percent; and, for all credit unions with outstanding 10X CU results, expect a note of congratulations from us.
The move toward showcasing a representative cross-section of credit unions underscores the wide-ranging nature of success in the industry. By highlighting a variety of institutions, we celebrate innovation, adaptability, and collaboration as driving forces for growth. Every credit union, regardless of its size or location, has the potential to achieve extraordinary outcomes through a commitment to balanced success and strategic vision. After all, if you’ve seen one credit union, you’ve seen one credit union.
The Value of 10X Metrics
The 10X model and approach allows credit unions to view themselves through an inventive lens—evaluating historical performance, current operations, growth capacity, and overall strategic value. Updated quarterly, this model offers insights for planning, enabling credit unions to align efforts with balanced success metrics that go beyond day-to-day operations.
The practical applications of these metrics go beyond rankings. By leveraging this data, credit unions can pinpoint areas for improvement, set realistic yet ambitious goals, and develop targeted initiatives that drive results. Whether it's refining their marketing spend, enhancing operational efficiency, or exploring growth through mergers, these metrics provide a roadmap for sustainable progress.
If you're curious about your credit union’s ranking or wish to explore metrics that matter most to your strategy, email (jeff@jeffrendel.com) or call/message (951.310.7275). Together, we can identify opportunities for growth, tailor scenarios for your organization, and integrate insights from the 10X framework into your plans for success.
Jeff Rendel, is a Certified Speaking Professional and principal of Rising Above Enterprises who works with credit unions that want entrepreneurial results in sales, service, and strategy.