Heat Map Overview

Heat maps are one of the most powerful tools in Peer+ for understanding your market through a variety of metric lenses. They help credit unions see where key lending, demographic, and census data points are concentrated across a geographic footprint, making them especially useful when evaluating growth strategy, branch coverage, and competitive positioning.

Instead of scanning rows of numbers, heat maps use color intensity to show where activity is higher or lower across your selected markets. Darker shading highlights greater concentration, while lighter shading signals lower activity. Use them to:

Identify areas of strength or opportunity by quickly showing where concentration is highest and where gaps may exist
Spot patterns that are harder to see in tables or charts, such as clustering, uneven distribution, or outlier areas
Support strategic conversations around growth, resource allocation, competitive positioning, and overall market dynamics

Because they are visually intuitive, heat maps are well-suited for leadership discussions and presentation‑ready storytelling.

Learn more about the dashboards Peer+'s heat maps support in this guide: Using Market Data To Answer Real Business Questions With Peer+ Dashboards

A Note on Interpreting Heat Maps

Each heat map in Peer+ is built with a specific purpose in mind. Different dashboards use different metrics and formulas, so markets may appear differently depending on the question being explored. Reviewing the metric and map context will help ensure accurate comparisons.

Peer Pointer!

Subtitles and labels provide important context on each map, chart, and report. For example, in some cases, heat maps reflect data from your primary institution only.

Getting Started

Begin by selecting a comparison set to define the institutions and markets included in your analysis.

Include local, regional, or national markets to analyze risk areas.
Include individual credit unions or banks to highlight institutions of interest on the map.

Key Map Features

Market Boundaries: Outlined areas represent the counties or tracts in your selected market(s). Adjust or add markets via your comparison set to focus on specific regions.
Heat Map Legend: Select the i icon in the top left to open the legend, which shows how the color gradient maps to low and high values for the current metric.
Branch Pins: The map displays branches with the following pin colors:
- Navy pins: Your primary's branches
- Light grey pins: All other credit union branches in your market
- Red pins: Bank branches in your market.

Peer Pointer!

Use the checkboxes in the top-right corner of the map to include/exclude branch and credit union ATM pins.

Branch & Tract Snapshots: Hover over a branch pin or census tract to see key data points.
Triangle CU ATM Pins: These represent freestanding credit union ATMs, while in-branch ATMs will appear in the “Branch Snapshot.” ATM data is specific to credit unions.
Download: Use the button in the top right of the map to see your download options.

Check out this guide for additional map options: Peer+ Map Options

Using Heat Maps With Branch Pins

Many heat maps in Peer+ allow branch pins to be layered on top of the shaded geography. This layered view helps connect market‑level data to your real‑world footprint

Using both together can help you:

Compare branch presence against population or activity levels
Identify high‑potential areas with limited physical presence
Better understand how location strategy aligns with market performance

This view is especially useful when evaluating branch placement, uncovering underserved areas, or assessing whether physical presence aligns with performance

Peer Pointer!

You can spotlight up to three additional institutions using unique pin colors: teal, green, and gold. These highlighted institutions are also outlined in matching colors within your comparison set. All other institutions remain color‑coded by type, with credit unions shown in grey and banks in red.

Note: If a highlighted credit union operates standalone ATMs and you choose to display freestanding CU ATM pins, those ATM pins will automatically match the color of their associated institution.

Best practices for analysis

When working with heat maps in Peer+, consider these tips:

Start by understanding what metric is driving the shading on the map
Look for contrast between darker and lighter areas, not just overall coverage
Use branch pins or peer overlays to add interpretation, not clutter
Pair the map with the supporting tables or charts on the dashboard to validate what you are seeing

Heat maps are most powerful when used as a starting point for questions, not the final answer.