Wade Group and CUCollaborate Deepen Credit Unions’ Share of Wallet with Members

Washington, D.C. April 7, 2026 — CUCollaborate today announced a new partnership with Wade Group, a proven credit union growth partner known for helping financial institutions increase loan growth through highly targeted, data-driven pre-approved lending programs.

The partnership brings together CUCollaborate’s deep expertise in credit union growth strategy, regulatory programs, and community-impact initiatives with Wade Group’s specialized model for helping credit unions identify and serve existing members with relevant pre-approved lending offers. Together, the organizations will help credit unions deepen member relationships, grow wallet share, and create more strategic pathways for lending expansion, including in Community Development Financial Institution (CDFI)-qualified areas.

“When we learned about Wade&’s approach, their success with credit unions in Canada, and their focus on helping institutions better serve existing members, it became clear that this was a strong fit for our clients,” said Sam Brownell, Founder and CEO of CUCollaborate. “This partnership gives credit unions another practical way to drive loan growth, strengthen member relationships, and align lending strategies with broader goals like CDFI impact.”

Wade Group’s flagship offering helps credit unions use enhanced credit data and proprietary targeting models to deliver pre-approved loan offers to qualified existing members. Unlike broad-based acquisition strategies, the model is designed to help credit unions bring loans back onto their own books by identifying members who may be carrying debt at other financial institutions and offering them relevant refinancing or lending solutions.

“Our work is all about helping credit unions leverage data to modernize how they grow,” said Nick Wade, CEO and Founder of Wade Group. “Credit unions have a tremendous opportunity within their own membership base. By partnering with CUCollaborate, we can combine our lending growth model with their expertise in credit union strategy, CDFI and low-income designation work, and growth advisory services to create real value for institutions and the members they serve.”

Wade Group has partnered with more than 30 credit unions ranging from approximately $700 million to more than $30 billion in assets. Its model focuses on using detailed member credit data, predictive risk modeling, and customized campaign strategies to produce more relevant pre-approved offers and stronger acceptance rates than traditional pre-screen or pre-qualification programs.

The partnership is especially compelling for credit unions looking to increase lending in targeted segments while maintaining a member-first approach. By combining Wade Group’s data-driven lending strategy with CUCollaborate’s ability to help institutions identify and prioritize opportunities such as CDFI-qualified lending, the collaboration can support both growth and mission-driven objectives.

Through the partnership, CUCollaborate and Wade Group plan to work closely together to support credit unions with customized business cases, strategic planning, and implementation support tailored to each institution’s goals, membership, and portfolio composition.

More information about the partnership and related credit union solutions will be announced in the coming weeks.

About CUCollaborate

CUCollaborate is a data and analytics CUSO that helps credit unions maximize growth, impact, and performance.  We empower credit unions to adapt and thrive by combining proprietary data and technology with deep subject matter expertise to drive smarter strategic decision-making. Our creative strategies, rooted in our unique technical approach powered by data-driven insights, enable credit unions to stay competitive, optimize performance, and expand their impact in an evolving financial landscape. 

For more information visit https://www.cucollaborate.com/

About Wade& (Wade Group)

Wade& is a financial technology firm that partners with banks and credit unions to accelerate growth from the members they already serve, leveraging our unique data value realization programs. Through data‑driven decisioning, predictive modelling, and turnkey pre‑approved programs, we uncover unmet needs and drive meaningful loan growth while expanding share of wallet.

For more information, visit wadegroup.ca