CU Direct Announces Support of CUNA’s Credit Union Awareness Initiative

Ontario, Calif. | March 12, 2019

CU Direct, the nation’s leading credit union lending technology developer, has joined Credit Union National Association (CUNA), state leagues and credit unions nationwide in the Awareness Initiative.

CU Direct has provided financial support to the Awareness Initiative, a groundbreaking effort being led by CUNA to drive consumer consideration of credit unions as their best financial partner.

In support of the initiative, CUNA has launched a nationwide Open Your Eyes to a Credit Union® campaign to demonstrate to consumers how credit unions are a fully modern part of today’s financial services marketplace, and can help members achieve their financial goals and dreams.

For more than 25 years, credit union market share has remained flat. Open Your Eyes to a Credit Union® is the Awareness Initiative’s digital-first consumer campaign that will convey the scale and benefit of the credit union movement.

“As a CUSO, CU Direct understands the importance credit unions play in the financial lives of their members. We’re proud to align ourselves with the Awareness Initiative to grow and sustain the credit union industry,” said Tony Boutelle, CU Direct’s president and CEO. “We’re inspiring everyone to truly understand why credit unions are the best option in the financial services space and what it means to be a credit union member.”

“Now, more than ever, it’s time for credit unions to unify,” said CUNA president and CEO Jim Nussle. “CU Direct has shown foresight, commitment and understanding that when we unite as a movement, it empowers each credit union’s unique merits to shine all the brighter.”

Thus far, credit unions and the credit union industry as a whole have made more than a $28 million commitment to fund the campaign. America’s credit unions, leagues, and business partners, with support from CUNA, are committed to a sustainable effort for Open Your Eyes to a Credit Union®.

About CUNA

Credit Union National Association (CUNA) is the only national association that advocates on behalf of all of America’s credit unions, which are owned by 115 million consumer members. CUNA, along with its network of affiliated state credit union leagues, delivers unwavering advocacy, continuous professional growth and operational confidence to protect the best interests of all credit unions. For more information about CUNA, visit To find your nearest credit union, visit

About CU Direct

CU Direct delivers enterprise lending solutions and technology to over 1,100 financial institutions under the Origence brand and to 15,000 auto dealers under the CUDL brand.

We are committed to delivering technology and solutions that meet the demands of an evolving financial landscape by bringing innovation and expertise to indirect lending, consumer loan origination, digital lending, marketing automation and CRM, online auto shopping, and outsourced origination services and loan processing.

CU Direct maintains an unwavering commitment to transformative thinking and has been at the forefront of change and innovation in our industry.

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