Minister of State with responsibility for Financial Services, Credit Unions and Insurance, Robert Troy TD, congratulates the credit union sector on retaining their position as Ireland’s most emotionally connected financial services brand.

The findings, published inRED C's 2026 Brand Reaction Index,show that credit unions lead the financial services sector in terms of consumers' emotional connection, indicating trust and positive sentiment towards their brand. The report notes that consumers are increasingly drawn to organisations that demonstrate trust, consistency and relevance in people's everyday lives.

The results are consistent with other recent research on public attitudes towards the credit union sector. Earlier this year, credit unions were ranked as the most reputable organisation in Ireland for the fourth consecutive year in Ireland's Reputations Index. These results reflect the trust and confidence that the public continues to have in the credit union sector.

Welcoming the findings, Minister Troy said:

" This report reinforces what we already know about credit unions in Ireland. For more than sixty years, credit unions have occupied a unique and important place in the financial landscape of this country earning the trust of their members through a community-focused approach, a strong local presence, and a commitment to serving people's financial needs.

This emotional connection to people and communities is one of many strengths of the Credit Union sector and provides a strong foundation for the future development of the sector. As work continues on the development of Ireland’s first Credit Union Sector Strategy, we want to ensure that the sector leverages its strengths and develops a strategic future its members deserve. The sector is well positioned to grow, innovate and expand the range of services it can offer while continuing to serve the needs of members and communities throughout Ireland."

The development of the Credit Union Sector Strategy is continuing through engagement with the representative bodies, credit unions, and the communities they serve. The objective is to support a modern, sustainable and innovative credit union sector capable of meeting changing consumer needs while maintaining the values that underpin the movement.

Minister Troy encourages participation from across the sector, emphasising the importance of ensuring that the final strategy reflects the collective views, experience and ambitions of credit unions throughout Ireland. The Credit Union Sector Survey and the application process for the Strategy Committee and Workshops remains open to those working in the sector.

Anyone who wishes to submit their views on the development of the credit union strategy can so by email to:[email protected]

Key dates•Application Form and Process:Closing Date - 31st of July 2026•Credit Union Strategy Survey:Closing date -5th of August 2026•Strategy Committee:first meeting to take place in September 2026; strategy to be finalised early 2027.•Strategy Workshops:expected late September to end of November 2026.