Truity CU: Growing consumer lending without growing the team
In 2013, we made the decision to switch from what we were currently utilizing because we felt like we were bleeding a lot of money, running through lots of applications that we were not funding. We had dealers sending us stuff from all over the place that we were just declining. The amount that we were paying for credit reports and also to utilize these vendors, it just wasn't justifying itself any longer. When we made the switch from going with other platforms to using CUDL exclusively, we were able to save significant amounts of money. With the other platforms, we did a buy rate. We no longer do a buy rate. It's a flat that we pay to the dealership. We are not paying near as much out to the dealer. We're getting better quality deals, saving a lot of money in the meantime. I'm Steven Meyer with Truity Credit Union. Truity Credit Union is based in Bartlesville, Oklahoma. Our asset size is $1.2 billion. Our field of membership, we have just over 75,000 members at our credit union. As far as our lending portfolio, we have a very large share of our portfolio is in indirect lending. About 55% of our loans are indirect loans. 84% of our indirect loans are for new members. It's the most substantial way that we add members to our credit union base. And that's kind of the lion's share that we have been feeding and nurturing for about eighteen years now. In 2013, we made the decision to switch from what we were currently utilizing. We decided to take a look at what CUDL had to offer. It had changed quite a bit since the first time we had looked at it in 2008 to 2013. Things had changed dramatically at that time. We had spent eight years working on these other platforms. We were working in Oklahoma, Arkansas, and Kansas. There wasn't a single dealership in Arkansas that was on the CUDL platform, and we were literally going to jump off the cliff. Well, we jumped off the cliff and Oklahoma and Kansas held us strong and there were still plenty of dealers there. And as soon as we did that, we started talking with the Arkansas dealers and they loved the thought. What was nice about the switch is I had three dealer relationship officers in three different states. CUDL also had its own dealer representatives. So they got to team up with them, go out and learn these dealers even better. Things within one year's time, we're back to where we were. We really lost no stride to making the switch. And we were saving a ton of money at the same time because we were funding... the vast majority of what we were approving was getting funded. One of the features that is available in the platform is to be able to have different rate sheets for different states, different regions. We have three distinct markets that we work in, so we work with multiple rate sheets at any given time. Things aren't the same when you cross state lines or you go from, say, a region of Tulsa, Oklahoma to Kansas City. Things are slightly different. You want slightly different terms, slightly different loan to values. We pay our dealerships different in Kansas than we do Oklahoma. The system is able to make all of that happen, makes it very simple. When we made the decision to go with the CUDL platform, we decided at that time that we would use the arc OS platform for indirect. And then one year later, we made the decision, this thing is so great. Let's go ahead and do our direct also. We not only switched to the full blown arc OS system for indirect and direct, we completely changed the way that we were underwriting. We had decentralized underwriting at time within the branches. We centralized all of our lending. The arc OS platform made it super simple for us to have all of our eggs in one basket. From 2024 to 2025, we were able to increase our loan production for consumer lending by 54%. We have our system, the arc OS system, dialed in so fine tuned that we're able to do that without adding employees. One thing that we're very proud of being able to utilize the arc OS and the CUDL platform is that our look-to-book stays very high. We average over 30%, which beats our peers within the state and also our national peers. One thing that we attribute that to is the fact that we have dealer reps in the field. We have the CUDL reps in the field. We know our dealers super well, very long tenured. They know what we want. We know what they have to give us. We don't have to worry about them sending us junk. They know exactly what we're going to approve. We have the ability to utilize the document processing automation. That has helped tremendously in speeding up the funding of these packets. Everything's in order, makes it super simple. It's literally just kind of a checklist. Okay, all the items are there. It does it all for us, it's effectively almost funding these deals for us. We just have to kind of click a button and it funds. It makes our funding super fast. Everything coming into one place, underwriters looking at all the queues in one little work box has been fantastic. We're able to utilize the tools that we have with less people than most other institutions would use for something like that. Indirect lending is super important for Truity Credit Union. We make the most of our interest income off of indirect loans. Proud of our partnership that we have with Origence and CUDL to keep that going. Our partnership with Origence is absolutely hands down is my favorite partnership. We work with a lot of vendors and I truly consider them vendors. When I look at Origence, I truly consider them a partner. The relationships that we have with everybody at Origence has been absolutely fantastic. Wouldn't trade it for anything.
increase in consumer loan production from 2024 to 2025
Solutions
Loan Origination (Origence arc OS™)
Indirect Lending (Origence CUDL®)
Document Processing Automation (DPA)
Watch Steven Meyer, VP of consumer lending at Truity Credit Union, share how the switch to CUDL® flipped a money-losing indirect lending program into Truity’s biggest growth engine.
Moving from a per-application pricing model to CUDL®’s flat-fee structure gave Truity a more sustainable way to grow indirect lending. CUDL® also helped the credit union improve deal quality and fund more approved loans. Today, indirect lending accounts for 55% of Truity’s loan portfolio, and 84% of those loans bring in new members.
Truity later expanded use of Origence arc OS™ from indirect into direct lending, centralizing applications, underwriting, and workflows. The team now manages different rates, terms, and dealer compensation structures across Oklahoma, Arkansas, and Kansas while maintaining one consistent lending process.
From 2024 to 2025, Truity increased consumer loan production by 54% without adding employees while maintaining a look-to-book ratio above 30%. Document processing automation helps support that volume by organizing loan packages, simplifying reviews, and speeding funding.
“We not only switched to the full blown arc OS system for indirect and direct, we completely changed the way that we were underwriting. … We centralized all of our lending. The arc OS platform made it super simple for us to have all of our eggs in one basket.”
Steven Meyer, VP of Consumer Lending
Truity Credit Union
About Truity Credit Union
Bartlesville, OK
75,000 members
$1.2 billion assets
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