The under-35 demographic represents 1.22 million first-lien home purchase mortgages in 2024 but credit unions captured just 6.5% of this market.
While independent mortgage lenders dominate with 65% market share, credit union originations in this segment declined 4% year-over-year.
To reverse the trend, credit unions must leverage tools like HMDAVision to identify opportunities, refine engagement, and grow share among future homeowners.
