Credit Where It’s Due

When Jeremy Treadwell needed a car loan, the recent college graduate turned to the financial institution where he’d been banking for nearly seven years. “But they turned me down,” says the 23-year-old, “because I didn’t have any credit history.” Treadwell, who lives in Peoria, Illinois, noticed signs around town for Citizens Equity First Credit Union. Says Treadwell: “I got a great rate. But then I noticed their other services. Now I do almost all my banking there: checking, savings, credit card, and, of course, my car loan.”

The Contender

During these times of economic duress, there’s actually room for growth—you just have to know where to look.

Then & Now