Sunward Federal Credit Union selects Kalibrate for branch network expansion strategy

DALLAS, TEXAS (May 21, 2025) – Sunward Federal Credit Union, serving more than 165,000 members across New Mexico, Southern Colorado, and the Bay Area, today announced its selection of Kalibrate – a leading location intelligence provider – to optimize its branch expansion strategy. The partnership will equip Sunward with advanced analytics and forecasting capabilities to identify optimal locations for new branches based on data analysis of the factors that drive performance.

Financial institutions today face increasingly complex decisions when expanding their physical footprint, requiring a balance between digital transformation and strategic branch placement. Without data and analytics, credit unions risk opening underperforming locations, inefficient capital allocation, and missed opportunities to serve members in high-potential markets.

“As we continue expanding our footprint to serve more communities across the Southwest, we recognized the need for a data-driven approach to branch placement,” said Ken Rosen, Vice President of Real Estate and Facilities at Sunward. “Kalibrate’s expertise and proven track record working with financial institutions made them the clear choice to help us identify locations that will best serve our members and support our growth objectives.”

Sunward’s partnership with Kalibrate begins immediately with a comprehensive analysis of the Credit Union’s current branches. Kalibrate’s team will conduct extensive market research and develop models tailored to Sunward’s specific growth parameters. These models will integrate demographic and firmographic analyses, competitive intelligence, and trade area evaluation as a foundation for data-driven decisions. The collaborative process will ensure that all recommendations align with Sunward’s objectives, with ongoing access to insights via the Kalibrate Location Intelligence platform.

“Our team is excited to bring both strategic consulting and best-in-class analytics to Sunward Federal Credit Union as they navigate their expansion journey,” said Matt Montgomery, Managing Director at Kalibrate. “What sets our approach apart is that the data and forecasting models will be deployed through the Kalibrate Location Intelligence platform, enabling Sunward’s access to a centralized view of location performance drivers, existing branch metrics, and market growth opportunities. This comprehensive visibility will empower more confident decisions across the organization.”

About Sunward Federal Credit Union

Sunward Federal Credit Union is one of New Mexico’s largest credit unions, serving over 165,000 members and managing more than $4.2 billion in assets. Formed in 1948 by employees of Sandia National Laboratories, Sunward’s footprint spans 16 branches across the Southwest including New Mexico, Colorado and California. Sunward has been named Albuquerque’s Best Bank in 2024 by the Albuquerque Journal’s Readers’ Choice Awards. Anyone can apply to open an account, and members can enjoy access to checking, savings, mortgage, auto, credit card and investment services.

Federally insured by NCUA. Equal Housing Lender. For more information, visit gosunward.org.

About Kalibrate Technologies Limited

Kalibrate is a global location intelligence firm that specializes in supporting clients seeking actionable insights into questions relating to place, price, and promotion. The company’s customized analytics solutions consist of leading software platforms, consulting services, and proprietary datasets. Headquartered in Manchester UK, Kalibrate actively serves companies across industries in over 70 countries through office locations in the US, Canada, Japan, India, and Australia.