CU Profiles Quick Start Guide

As part of Callahan & Associates’ democratizing data initiative, CU Profiles gives credit union leadership teams free access to peer‑based performance insights. Industry data is easier to understand, easier to share, and easier to act on.

CU Profiles helps you quickly see how your credit union is performing, where risk may be emerging, and whether growth is aligned with strategy. CU Profiles is powered by Callahan’s Peer Suite performance benchmarking platform, which delivers a streamlined experience designed for fast, high‑value review by executives and management teams.

In this quick start guide, you will learn how to:

Most users can complete these steps in just a few minutes and begin using CU Profiles immediately. To get started, register for free using your credit union email address.

Set Up Your Comparison Set

Your comparison set defines the institutions used for benchmarking and directly impacts every insight you see in CU Profiles. Confirming it early ensures your comparisons are relevant and meaningful.



Your Default Comparison Set

When you log in for the first time, your comparison set includes:

Your Credit Union (Primary)

  • Your credit union is set as the Primary institution and is highlighted in navy. This is based on your most recent NCUA 5300 data. The Primary institution is the focus of single‑institution views, such as the Credit Union Profile and portfolio charts.

Asset‑Based Peer Group

  • An asset‑based peer group, also based on your most recent 5300 data, is automatically included. This provides immediate peer context without any setup.
  • This default configuration is designed to work for most users and allows you to start reviewing performance right away.

Want More Control?

You can adjust your comparison set at any time:

  • Add or remove individual credit unions
  • Swap asset-based peer groups
  • Adjust your Primary and set temporary primaries to focus on peers other than your credit union

Use this guide to learn more about your comparison set.

Peer Pointer!

CU Profiles includes:

  • Peer Suite’s 11 built‑in asset‑based peer groups
  • The NCUA’s 6 standard asset‑based peer groups
  • All active credit unions

With a Peer Suite subscription, you can also:

Reach out to your Callahan Advisor to learn more.

Explore Built‑In Analysis

CU Profiles includes two core types of built‑in content designed to help credit union leaders quickly understand performance and support confident decision‑making.

Use the left‑hand navigation to access reports and the Credit Union Performance Dashboards at any time.


CU Profile Reports

These prebuilt reports provide structured, at‑a‑glance views of your credit union’s performance and peer position. They are ideal for routine reviews, leadership discussions, and board preparation.

Credit Union Profile

A high‑level snapshot of key financial and operational metrics for your credit union.

    • Quickly understand overall performance and footprint
    • Scroll down to explore the Branch and ATM map highlights, presence, overlap, and expansion opportunities

Peer Pointer! 

Updates to your executive team and vendor relationships can be made by reaching out to your Callahan Advisor or emailing VerifiedData@callahan.com.

2-Year Financial Comparison

A side‑by‑side view of balance sheet and income statement trends.

    • Assess whether performance is improving, slowing, or diverging from peers
    • Useful for year‑over‑year reviews and leadership conversations

Credit Union Scorecard

A comprehensive view of performance across approximately 100 ratios.

    • Covers lending, efficiency, earnings, and member engagement
    • Helps identify strengths and areas that may need attention relative to peers

5300 Call Reports(>2022)

Access standardized Call Report templates for deeper reference.

    • View data for individual credit unions or peer group aggregates
    • Available by schedule or in full, depending on your needs

Use the Performance Dashboard to Answer Key Questions

The Credit Union Performance Dashboard brings key performance measures together in one high‑level view, helping leadership teams connect growth, member value, profitability, and risk.

Use this dashboard to:

  • Evaluate whether asset and membership growth are healthy and sustainable
  • Compare profitability and earnings strength to peers
  • Identify emerging risks through loan mix and delinquency trends

Learn how to use the Credit Union Performance Dashboard to answer key questions in this dedicated guide.

AI‑driven insights are also available on individual displays within the dashboard, providing written summaries that highlight trends, strengths, and potential areas of concern. Learn more about how this feature works in the AI Analysis FAQ.

Peer Pointer!

Peer Suite subscribers unlock additional dashboards and hundreds of visualizations aligned to strategic, operational, and competitive goals. Subscription access also includes enhanced features and customization options.

Share Your Findings

Use export and automation options to turn insights into clear, consistent communication for leadership and board discussions, and keep performance conversations focused on insight, not preparation.

Download Reports

You can export single displays or full dashboards to support presentations, board packets, or internal discussions.
  • Download directly from the top‑right corner using the blue dropdown to select your preferred export type.

Note: Additional download options are available with subscription access.

Automate Reporting

Automated reporting helps establish a consistent review rhythm without manual effort.

From the More Options menu, select Email to:

  • Send a report immediately to yourself or colleagues
  • Schedule quarterly delivery aligned with NCUA data releases

This is ideal for:

  • Ongoing leadership updates
  • Quarterly board reporting
  • Regular performance check‑ins tied to official data updates

Want a step-by-step guide? Explore this How-To on how to send and schedule automated reports.

Next Steps

Log in or register with your credit union email address to begin exploring your performance. Share insights with your leadership team and use CU Profiles to support more focused, data‑driven discussions.


CU Profiles is designed to help credit union leaders spend less time preparing data and more time acting on it.
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