Exploring Peer+: Markets, Dashboards, & Maps

Peer+ is Callahan’s market analysis workspace. It brings together market share, HMDA lending activity, demographic context, and interactive maps to help credit unions understand where they compete and where opportunity exists.

This guide provides a high‑level overview of Peer+. It is designed to help you get oriented, understand how the workspace is structured, and know where to find the right tools for your analysis. When you are ready to explore specific features or workflows in more detail, this guide connects you to resources that offer step‑by‑step instructions.

Please note: This tool is available with a Peer+ subscription. If you would like to learn more about adding it to your subscription, contact your account manager or follow this link.

What's Covered In This Guide:

What can you do with Peer+
Getting Started Using Peer+
Choosing a Comparison Set & Market Types
Connecting Market Data to User Stories in Peer+
Map Types Available in Peer+

Peer+ brings market share, HMDA, and demographic data together through markets, purpose‑built dashboards, and interactive maps.

Dashboards are organized around common user stories, allowing you to explore lending, deposits, and geography within a single analytical context.

To see how these tools support specific business decisions and strategic use cases, continue to the Market Intelligence in Peer+ Guide.

How to Access Peer+:

From the Callahan Portal	Or from the Premium level of Peer Suite

Peer Pointers!

Unlike traditional peer group analysis, Peer+ focuses on geographic market analysis. Always ensure a market is selected to conduct analysis.
Markets can be refined down to the county level using the Market Builder tool.
When first accessing Peer+, you'll be prompted to automatically build a market based on your primary institution. This market will be saved for future use and will be accessible from your comparison search.

Choosing a Comparison Set & Market Types

Set the boundaries for your analysis by selecting a comparison set. You can compare:

Single institutions (credit unions or banks)
Pre-built markets
Custom markets based on branch footprints or specific geographic regions

The comparison set you choose determines the data displayed within the interactive maps as well as in the displays within Peer+.

Market Types

Different market types support different analytical goals. The sections below explain how each type is used, with links to detailed setup guides.

Primary Market: Use the Create a Market builder to design a new market focused on your primary institution. (The Find My Branches tool at the bottom of the builder can automate the process.)
Pre-built State and National Markets: Ideal for quickly analyzing institutions within a larger geographical area.
Custom Markets: Customize your analysis by creating markets defined by specific states or counties to align with your research goals:

Learn how to create a custom market in this guide.

Connecting Market Data to User Stories in Peer+

Peer+ uses purpose‑built dashboards to connect market and HMDA data to real business questions. Each dashboard represents a common user story, helping teams quickly move from data to insight.

These story‑driven dashboards support questions such as:

Where is mortgage growth coming from, and where is share being gained or lost?
Are lending outcomes consistent across demographic groups?
Where are applications breaking down in the mortgage process?
How do branch locations translate into deposit growth and market presence?

Dashboard Categories You Will Find in Peer+

Mortgage Product Reports

Designed to help leadership understand mortgage production, product mix, and competitive position across first and subordinate liens through the lens of their primary institution. These dashboards support conversations around growth drivers, product strategy, and market share performance.

Fair Lending

Focused on understanding who the credit union is reaching through mortgage lending and where gaps may exist. These dashboards support fair lending oversight, compliance readiness, and equitable access discussions.

Mortgage Insights (HMDA)

Brings together pipeline efficiency, underwriting outcomes, and market affordability to reveal how operational decisions and external conditions impact mortgage performance, risk, and demand.

Branch & Deposit Market Displays

Connects physical branch presence to deposit growth and competitive dynamics, helping leaders evaluate branch strategy, market coverage, and distribution effectiveness.

This section provides a high‑level overview. For detailed dashboard explanations and use cases, see the Using Market Data To Answer Real Business Questions guide.

Peer Pointer!

Looking for Market Data Tables? Those have their own section in the left content panel.

Map Types Available in Peer+

Peer+ includes several interactive map types that help you explore markets, understand community needs, and identify growth opportunities. Each map offers a different view of geographic data, from branch presence to access and risk.

This section provides a high‑level overview of the map types available in Peer+ so you can quickly understand what each map shows and when to use it. Each map links to a dedicated guide with step‑by‑step instructions and examples.

Market Overview Map

The Market Overview Map highlights an institution’s physical presence within a selected market. Branch locations are shown using pins, making it easy to see where institutions operate. The map can also be viewed as a heat map, with multiple filters available to explore different performance and market metrics.

Use this map to:

Understand branch distribution across a market
Compare branch footprints between institutions
Quickly spot geographic concentrations of key metrics
Establish geographic context before deeper analysis

This map is often the best starting point when defining or reviewing a market.

Learn more in the Market Overview Map Guide.

Heat Maps

Heat Maps Heat maps visualize how data varies across a market using color intensity, making patterns and concentrations easy to spot. They are the most common map type used in Peer+ and are central to many dashboards.

Depending on the dashboard, heat maps may show population, deposits, lending activity, or other market‑level metrics. Darker shading indicates higher concentration.

Use heat maps to:

Identify areas of strength or opportunity for your Primary
Spot patterns not obvious in tables or charts
Support growth and market dynamic discussions

Heat maps may also include branch pins for added context.

Learn more in the Heat Maps Guide.

Banking Desert Map

The Banking Desert Map highlights census tracts with limited or no nearby branch access, often referred to as banking deserts or potential banking deserts.

This map helps connect geographic analysis with access and inclusion conversations.

Use the Banking Desert Map to:

Identify areas with limited access to banking services
Support community development and inclusion discussions
Evaluate expansion or outreach opportunities

Learn more in the Banking Desert Map Guide.

FEMA Risk Map

The FEMA Risk Map overlays federally recognized risk data onto your selected market, adding environmental and risk context to your analysis.

Rather than focusing on performance, this map highlights geographic risk factors that may affect communities, branches, or long‑term planning.

Use the FEMA Risk Map to:

Understand geographic risk exposure
Add context to growth and branch strategy discussions
Support planning that balances opportunity and risk

This map is most effective when paired with other market views.

Learn more in the FEMA Risk Map Guide.

With this overview, you are ready to navigate Peer+ with confidence. Use the links throughout this guide to explore markets, dashboards, and maps.

When you are ready to connect these tools to strategic decisions, planning discussions, and leadership conversations, continue to the Market Intelligence in Peer+ guide.

Use these additional resources to better understand this feature: