Heartland Credit Union (Madison) in Wisconsin vs the state
7.8%Denial rate-6.19 pts vs state
10.0%Decision denial rate-6.36 pts vs state
69.9%Origination rate+1.79 pts vs state
6.99%Median rate+0.37 pts vs state
0.12Rate spread (pts)0.00 pts vs state
$106kMedian applicant income
456Loans originated
51Denied
Trend in Wisconsin
| Year | Applications | Originated | Denial rate | Median rate | Rank in state |
|---|---|---|---|---|---|
| 2023 | 595 | 479 | 7.6% | 4.99% | #65 |
| 2024 | 524 | 410 | 7.1% | 7.99% | #77 |
| 2025 | 652 | 456 | 7.8% | 6.99% | #74 |
What Heartland Credit Union (Madison) lends in Wisconsin
By loan purpose
By loan type
Why it denied Wisconsin applicants
Where in Wisconsin
Counties with the most Heartland Credit Union (Madison) applications in 2025.
| County | Applications | Originated | Denied | Denial rate |
|---|---|---|---|---|
| Dane County | 339 | 250 | 25 | 7.4% |
| Grant County | 84 | 63 | 6 | 7.1% |
| Iowa County | 58 | 31 | 6 | 10.3% |
| Rock County | 32 | 19 | 2 | 6.3% |
| Columbia County | 28 | 18 | 6 | 21.4% |
| Green County | 17 | 11 | 1 | 5.9% |
| Sauk County | 16 | 10 | 1 | 6.3% |
| Lafayette County | 11 | 8 | 0 | 0.0% |
| Jefferson County | 10 | 7 | 1 | 10.0% |
| Richland County | 8 | 5 | 1 | 12.5% |
Other large lenders in Wisconsin
| Lender | Grade | Applications | Denial rate | Median rate |
|---|---|---|---|---|
| Summit Credit Union | A | 15,483 | 13.8% | 6.75% |
| University of Wisconsin Credit Union | A | 11,781 | 13.8% | 6.50% |
| Landmark Credit Union | A | 9,393 | 17.7% | 6.50% |
| Rocket Mortgage | C | 7,819 | 18.0% | 6.63% |
| Associated Bank | B | 7,451 | 23.7% | 6.88% |
| BMO Bank | F | 5,202 | 25.3% | 8.23% |
| Educators Credit Union | B | 4,930 | 24.3% | 6.95% |
| U.S. Bank | D | 4,710 | 26.0% | 6.88% |
| Covantage Credit Union | B | 4,581 | 7.7% | 6.50% |
| United Shore Financial Services | B | 4,421 | 11.8% | 6.38% |
Frequently asked questions
Wisconsin: 652 applications in 2025, of which 456 were originated and 51 denied.
7.8% of all applications, or 10.0% of the applications it actually decided on. The Wisconsin statewide average across all lenders was 14.0%.
The median rate on loans Heartland Credit Union (Madison) originated in Wisconsin in 2025 was 6.99%, against a statewide median of 6.63%.
About this data. Figures are Heartland Credit Union (Madison)'s own HMDA filing for properties located in Wisconsin, 2025. The grade is national; state-level figures are shown for context and are not separately graded. Methodology