# HEARTLAND
Madison, WI · NCUA charter 66710 · asset band $500M-1B · latest filing 2026-03 · live
Share link (named URL with a preview card): https://getbookiq.com/cu/heartland-66710

Who the members are: state charter, organized 1936. 33,565 members of 1,988,482 potential (1.7% of the field); checking penetration 72% (share draft accounts per 100 members); loans per 100 members 44.

**Verdict on the desk:** this could be *ordinary*. Composite score 0 of 18 (one point per flag across 17 flags, capital below 7% counted twice).

## What the filing shows

| Measure | Value |
|---|---|
| Total assets | $656.7M |
| Members | 33,565 (0.4% YoY) |
| Full-time staff | 118 |
| Net worth | $76.3M |
| Net worth ratio | 11.6% (p68 of band) |
| ROA (annualized) | 0.69% (p56 of band) |
| Total delinquency | 0.28% (p20 of band) |
| Net charge-offs (annualized) | 0.10% (p12 of band) |
| Loans / shares | 78% (p40 of band) |
| Cash / assets | 22.7% |
| Borrowings / assets | 0.00% |
| Net interest margin | 3.40% (p44 of band) |
| Operating expense / assets | 3.57% (p51 of band) |
| Vehicles % of loans | 17% (p22 of band) |
| Indirect vehicle % of vehicle (all-channel basis before 2022) | 29% |
| Third-party paper % of net worth | 34% (p32 of band) |
| Vehicle delinquency | 0.59% (p51 of band) |
| Vehicle NCO | 0.45% (p26 of band) |
| Repossessed % of vehicle book | 0.01% (p37 of band) |
| Real estate % of loans | 63% |
| Credit cards % of loans | 2% |
| Unsecured % of loans | 4% |
| Commercial % of net worth | 79% |
| Core shares % of member funds | 57% |
| Certificates % of member funds | 25% |
| Average share balance | $7,666 |
| Participations bought / yr | $0 |
| Participations sold / yr | $0 |
| Participations outstanding | $931,601 |
| Loans outstanding per 100 members | 44% |
| Loans granted per 100 members, annualized | 10% |
| Average loan balance | $30,131 |
| Loans granted, annualized | $137.8M |

## Participation posture (from the same filings)

Bought $0 and sold $0 in the latest annualized quarter; $931,601 outstanding purchased (1.2% of net worth), $182,123 sold and retained. Sold in 0 and bought in 0 of the last 8 quarters. Shares 4.4% year over year.

## Flags firing in the latest filing

- none

## Warning timeline

| Quarter | Score | Flags that first fired | Flags that cleared |
|---|---|---|---|
| 2016-03 | 0 |  |  |
| 2016-06 | 0 |  |  |
| 2016-09 | 0 |  |  |
| 2016-12 | 0 |  |  |
| 2017-03 | 1 | delinquency rising |  |
| 2017-06 | 0 |  | delinquency rising |
| 2017-09 | 0 |  |  |
| 2017-12 | 1 | 3rd-party paper>100% NW |  |
| 2018-03 | 2 | net worth falling |  |
| 2018-06 | 3 | loans>95% of shares |  |
| 2018-09 | 2 |  | net worth falling |
| 2018-12 | 2 |  |  |
| 2019-03 | 1 |  | loans>95% of shares |
| 2019-06 | 1 |  |  |
| 2019-09 | 2 | loans>95% of shares |  |
| 2019-12 | 1 |  | loans>95% of shares |
| 2020-03 | 2 | net worth falling |  |
| 2020-06 | 1 |  | 3rd-party paper>100% NW |
| 2020-09 | 1 | delinquency rising | net worth falling |
| 2020-12 | 0 |  | delinquency rising |
| 2021-03 | 2 | net worth falling, members leaving |  |
| 2021-06 | 2 |  |  |
| 2021-09 | 1 |  | net worth falling |
| 2021-12 | 1 |  |  |
| 2022-03 | 3 | thin capital, net worth falling, margin squeeze | members leaving |
| 2022-06 | 2 | delinquency rising | net worth falling, margin squeeze |
| 2022-09 | 0 |  | thin capital, delinquency rising |
| 2022-12 | 0 |  |  |
| 2023-03 | 2 | assets shrinking, members leaving |  |
| 2023-06 | 2 |  |  |
| 2023-09 | 0 |  | assets shrinking, members leaving |
| 2023-12 | 0 |  |  |
| 2024-03 | 1 | delinquency rising |  |
| 2024-06 | 1 |  |  |
| 2024-09 | 2 | members leaving |  |
| 2024-12 | 1 |  | delinquency rising |
| 2025-03 | 0 |  | members leaving |
| 2025-06 | 0 |  |  |
| 2025-09 | 0 |  |  |
| 2025-12 | 0 |  |  |
| 2026-03 | 0 |  |  |

## In the news (Google News, unfiltered, newest first; check the city)

- 2026-05-17 [Joyce Alberta Harris Obituary May 17, 2026 - Gorgen Funeral Home](https://news.google.com/rss/articles/CBMiXEFVX3lxTE9vcDA4X19zZUo1WlFuY1RSd3ZxUUhONjJfamlZSjZOTXF1eWJZMmFqWVVzYjlIaWM0ZWdURmVMTG5IVHhTS0xSR2RTeHZ3T2ZoSHo2WHBEWUZRYlIw?oc=5) · Gorgen Funeral Home
- 2021-06-23 [MidUSA, Heartland Federal Credit Union rebrand as MyUSA after merger - americanbanker.com](https://news.google.com/rss/articles/CBMitwFBVV95cUxNRDZNNTlUczgzb0NncjN1elA0cC05Rnh5T2V5amhtS0VwNHVOUHFwQWFiVV9uYmhTN2hkR1FrZUdnY084UGpqSGprdnFydHFTR1VZbTZ5eDM5WkxVUXB1QkVfNDAwUFdWbDdWMG5IbzZucENPMFR6LWlVaHE1RlJlbFFZb09LTkpKMktUb0tBck5LWmxQeUdDclR4ZGdvNFFQOEdCOWxqaGozbTR5dEpEYnp5S1EyTm8?oc=5) · americanbanker.com
- 2024-02-26 [Corporate Central welcomes Charlie Zanayed to Board of Directors - CUInsight](https://news.google.com/rss/articles/CBMiqAFBVV95cUxQTXRqTmRBNjZ3RGowX3ZldUR6NkdUcWgtcFFwTHo1LUJfcG9KcVBOSG5KZ0lsemFQR05GSk9LZnVmOWl0ZHNJM1h4bzVyYUhtQ1RwQ052ZjFMVmtZZUVlX0dic01Ra21FaU11bHhQcFpmVWVuQnNuZlRPWVd1VFpoZU1GTHdfek5lMFRZcXNVX20xVms1WnhVWFFIUFVWcjBzXzFnd2o3cng?oc=5) · CUInsight
- 2024-02-23 [Brandon James Rice Obituary Feb 23, 2024 - Cress Funeral and Cremation Services](https://news.google.com/rss/articles/CBMia0FVX3lxTFBsOFBKNFk0bm1sMGFuRGNPOHJuaDlnTFZwbGxUMkFzMWZpbFdzSXI3NTVfd3RGdTN1bE1NZkVPOHRDZHNkRnIyUFdMT09ESFhETmRDTURpLUkzTmhSaHlCYUw2Rjg1QjFIZFc4?oc=5) · Cress Funeral and Cremation Services
- 2017-08-17 [Heartland Data Breach Update: Thousands of Institutions Impacted - BankInfoSecurity](https://news.google.com/rss/articles/CBMiogFBVV95cUxNWVEyRWhPeVlpYXZaX19sN1VhVk5zZ1RJb2xUMlNFUmhWdnU2c1NxVXRJcVBxYTJXM0ptVjFreVRaQjJQNkdoQmFKWmQxU3ZNMU5ROGRsbVVreFdIeUhHMmEwSjdnaHVoaDd3ZmhWQmdDX1huU3UyeFlYakxsMW1DTEJEMmVsR3BLelpjd0xENjB1eFBqOXFFcFdtc1lqVE44YlE?oc=5) · BankInfoSecurity
- 2014-08-29 [Obituary information for Dennis G. Reinen - Gunderson Funeral Home](https://news.google.com/rss/articles/CBMidEFVX3lxTE93WW5aSHdVem5SV1hYNVdyV2EydVRlenNqV3JSbGM0c3JrSGEtb3pHSFVxeFZGeHI4YVQtaXdvYmN6cGpOa3BsTlZSQ2tpbUtlVjQ5Q2ZWM0lJaEMwS05kWUxCT0hIZzdUVXNoY1FuZkp4TVJU?oc=5) · Gunderson Funeral Home
- 2024-12-04 [Charles "Chuck" Ingwell Obituary Dec 4, 2024 - Beal Funeral Homes](https://news.google.com/rss/articles/CBMia0FVX3lxTE91VmlpbG5JWHpqcVhkMVNvaURvSFZFOFZVYzRSTFFqOHZzOUhtd2hveDRWc1FXM252TDd6NXE3MUJhX2ItRTFaTXRiVXFVNldTZ09GekJGOHc0SzNQWklCYnN6czhncktxMEln?oc=5) · Beal Funeral Homes
- 2025-12-13 [See nominees for SJ-R's athlete of the week for Dec. 8-13 - The State Journal-Register](https://news.google.com/rss/articles/CBMiwwFBVV95cUxOM1ZSUDhpRHd6VmctQ0ZyWlhwOGZlSnl6QU5Vbll5Y1c2QzhMQk9MUDFMeXNteWxyY005emJiSEtMYXh3aVVuNTlwbF9oeTlqLTdJNzl2X21fUGRjcXlrUC1HQVJkMVhiS2w5VUxlN2lXdThqLXZRU05BQ3JZWUNiTWFsd0JGM3pjRzV0Zi1OM0RUR1dwVHd6SWFVTDRFWU9CVjlBcUpFY3dfb2pNQnRDb2hiN2lRUWdJYXlpaXpqTWVyY3M?oc=5) · The State Journal-Register

## How to verify

- Page: https://getbookiq.com/cu-intel/#cu=66710 (every cell opens its formula and NCUA account codes; the News tab is the same search)
- Latest row, JSON: https://getbookiq.com/cu-intel/data/summary.json · history: https://getbookiq.com/cu-intel/data/h/22.json (key "66710", columns cycle, assets, loans, shares, networth, nwr, roa, total_dq_pct, total_nco_pct, vehicle, veh_pct_loans, indirect, ind_pct_veh, ind_veh, ind_re, ind_comm, ind_other, ind_pct_loans, loans_n, granted_n_ytd, granted_ann, loan_pen, granted_pen, avg_loan_bal, loans_per_fte, veh_part, tp_pct_nw, veh_dq_pct, veh_nco_pct, repo_pct_veh, members_yoy, ltos, cash_pct, borrow_pct, nim_pct, opex_pct, risk_score, members, fte, cash_total, invest_sec, allowance_eff, int_income_ytd, int_exp_ytd, provision_eff_ytd, nonint_income_ytd, nonint_exp_ytd, net_income_ytd, n_flags, re_pct_loans, cc_pct_loans, comm_pct_loans, cert_pct_shares, core_pct_shares, part_buy_ann, part_sell_ann, pot_members, sh_draft_n, chk_pen, fom_pen, flags)
- Participation history: https://getbookiq.com/participation-desk/#cu=66710
- Field definitions: https://getbookiq.com/dictionary/#cu-ltos and the rest of the credit union dictionary
- Source: NCUA 5300 call report bulk files. Income fields are annualized by cycle month (Mar x4, Jun x2, Sep x4/3, Dec x1). Percentiles are within the asset band in the same quarter.

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Rendered 2026-09-10 from the desks' own data files. Full guide: https://getbookiq.com/guide