Heartland Credit Union (Madison) at a glance, 2025
Every figure is from the lender's own HMDA filing. "vs national" compares with all lenders combined.
How the B grade breaks down
Each component is a percentile rank among 412 home-equity (HELOC) lenders. Higher is better. Components the lender does not report are left out and the weights redistributed.
Approval oddsdecision denial rate, weight 45%
91st10.7% deniedPricingmedian rate spread over APOR, weight 30%
50th0.12 ptsProcesswithdrawn + incomplete share, weight 15%
11th21.6%Closing coststotal loan costs ÷ loan amount, weight 10%
58th2.88% of loanTrend, 2023–2025
| Year | Applications | Originated | Denial rate | Decision denial | Median rate | Volume |
|---|---|---|---|---|---|---|
| 2023 | 595 | 479 | 7.6% | 8.5% | 4.99% | $57M |
| 2024 | 530 | 410 | 7.2% | 8.4% | 7.99% | $62M |
| 2025 | 656 | 456 | 8.4% | 10.7% | 6.99% | $62M |
What Heartland Credit Union (Madison) lends
Applications by purpose and loan type in 2025, with the denial rate for each. A lender's mix explains a lot of its headline rate: HELOCs and FHA loans are denied far more often than conventional purchase loans.
By loan purpose
By loan type
Also: 419 home-equity lines, 0 reverse mortgages, 3 manufactured homes, 15 investment properties.
Why Heartland Credit Union (Madison) denies applications
Primary reason reported for each of the 55 denials in 2025. Lenders can cite up to four reasons; this is the first one listed.
Who gets approved at Heartland Credit Union (Madison)
Decision denial rate by applicant profile. Groups with fewer than 20 applications are omitted.
| Applicant income | Applications | Originated | Decision denial rate |
|---|---|---|---|
| Under $50k | 65 | 31 | 36.0% |
| $50k – $100k | 229 | 158 | 12.2% |
| $100k – $150k | 170 | 124 | 6.0% |
| $150k – $250k | 122 | 96 | 3.0% |
| Over $250k | 49 | 30 | 9.1% |
| Applicant age | Applications | Originated | Decision denial rate |
|---|---|---|---|
| 25–34 | 59 | 45 | 6.3% |
| 35–44 | 133 | 92 | 14.0% |
| 45–54 | 171 | 117 | 10.5% |
| 55–64 | 163 | 111 | 8.9% |
| 65–74 | 88 | 58 | 12.1% |
Where Heartland Credit Union (Madison) lends
5 states and 38 counties in 2025. Click a state for the lender's full record there.
| State | Applications | Originated | Denial rate | Median rate | Rank in state |
|---|---|---|---|---|---|
| Wisconsin | 652 | 456 | 7.8% | 6.99% | #74 |
Frequently asked questions
Heartland Credit Union (Madison) denied 10.7% of the applications it decided on in 2025. The national figure across all lenders was 22.6%. On approval odds it ranks in the 91st percentile of home-equity (HELOC) lenders.
The most common reason Heartland Credit Union (Madison) gave in 2025 was "debt-to-income ratio", cited on 36.4% of its denials. Lenders report up to four reasons per denial to the CFPB; the full breakdown is on this page.
The median interest rate on loans Heartland Credit Union (Madison) originated in 2025 was 6.99%, and its median rate spread over the average prime offer rate was 0.12 points. Rates on this page are what borrowers actually got, not advertised rates.
In 2025, 21% of its applications were for home purchases, 17% for refinancing (including cash-out), and 61% for home improvement or other purposes. By loan type: 100% conventional, 0% FHA, 0% VA.
Every figure on this page comes from the Home Mortgage Disclosure Act (HMDA) Loan/Application Register published by the CFPB, which lenders are required by federal law to file. We add the grade and the comparisons; we do not add facts.