Market Intelligence In Peer+

Your Home for Market and HMDA Analysis

Peer+ brings together deposit share, mortgage activity, demographics, and geographic insights in one dedicated workspace, helping credit unions understand where they compete, how they perform, and where opportunity exists.

The Peer+ Overview introduces how the tool is organized and where to find key features. This guide focuses on how those features come together through dashboards, mapping, and market analysis to support strategic and operational decision-making.

What You Can Do with Peer+

Peer+ is designed to help teams answer real market questions, not just review data. By combining lending activity, deposits, demographics, and geography, leaders gain a clearer view of competitive position, performance shifts, and emerging risk or opportunity.

HMDA data is central to this analysis. Mortgage activity is embedded directly into market views, allowing teams to assess lending performance alongside competition, geography, and community context.

Peer+ supports strategic conversations such as:

How competitive are we in our markets, and where is our share changing?
What is driving mortgage growth or decline relative to the broader market?
How does first‑ and second‑lien activity vary by market or institution?
Are lending outcomes consistent across demographic and affordability segments?
How do branch presence and market coverage support lending and deposit performance?

Expanded HMDA dashboards allow teams to compare performance across multiple markets or against an aggregate market. Pairing lending activity with demographic and affordability context helps identify trends, strengths, and gaps that matter to growth, access, and impact.

Together, these insights help leadership teams move from monitoring performance to making clearer, more confident market decisions.

Understand Your Market Through Story‑Driven Dashboards

Peer+ includes built‑in dashboards designed around common market and lending questions, helping teams move from data to understanding more quickly.

Rather than presenting standalone tables, each dashboard supports a specific strategic conversation, whether evaluating market presence, assessing lending activity, or preparing for planning discussions.

With story‑driven dashboards, teams can:

Start with clear market‑level questions about competitiveness, presence, or opportunity
Interpret lending, deposit, and demographic data within a single narrative
Explore patterns through charts, heat maps, and tables designed to be read together
Move from high‑level overviews to focused views without losing context

These dashboards are built to explain what the data is saying and why it matters, not just what the numbers are.

Read more about each dashboard's specific user story in this guide: Using Market Data To Answer Real Business Questions.

Create and Compare Custom Markets

At the center of Peer+ is a flexible approach to defining and comparing markets, so analysis reflects how your institution actually competes.

With Peer+, you can:

Create markets based on branch footprints, states, counties, tracts, or custom combinations
Save markets and revisit them over time to track change consistently
Compare individual institutions (credit unions and banks) and markets side by side
Distinguish between market‑driven patterns and institution‑specific performance
Move seamlessly between institution‑level and market‑level views

This flexibility supports analysis that aligns with real‑world planning and decision‑making.

Learn more about using markets in Peer+ and creating custom markets in this guide.

Explore Markets Visually with Mapping Tools

Peer+ mapping tools add geographic context to market and HMDA analysis, helping teams connect performance to place.

Different map views support distinct strategic goals:

Market Overview Map for understanding market presence and competitive positioning
Banking Desert Map for identifying gaps in access and supporting community impact discussions
FEMA Risk Index Map for incorporating environmental and external risk into long‑term planning
Heat Maps for spotting patterns, concentrations, and outliers across key metrics

These visual views translate complex market dynamics into clear, intuitive narratives that resonate in leadership and board‑level discussions. Mapping helps ground growth, risk, and community strategy in geography that is easy to see and align around.

Learn more about mapping features in Peer+ in this guide.

Why Peer+

Peer+ reflects Callahan’s commitment to helping credit unions understand their markets with confidence.

By bringing together market share, HMDA analysis, demographics, and intuitive visual tools in one dedicated workspace, Peer+ provides a strong foundation for informed decision‑making. Whether exploring new markets, evaluating performance, or planning for growth, Peer+ helps turn data into insight you can act on

Learn more about the market analysis tool available in Peer+ in our Knowledge Base: Peer+ Guides & How-Tos

Want to add the market analysis features available with Peer+ to your subscription? Schedule a conversation with your account manager.