Credit Unions Named Ireland’s Most Emotionally Connected Financial Brand

We are proud to announce that Tower Credit Union, together with credit unions across Ireland, has been recognised as the most emotionally connected financial brand in the country, according to the 2025 RED C Brand Reaction Index.

In the overall rankings, credit unions placed third — a significant rise from 8th position in 2024 — ranking just behind Tayto and Cadbury. The RED C Brand Reaction Index, which measures emotional responses through facial expression analysis, found that credit unions generate stronger positive emotional connections than any other financial institution in Ireland.

This recognition goes beyond a title — it highlights the deep trust, loyalty, and genuine connection that members feel toward their local credit unions. The study not only captures what people think of brands, but also how they feel about them, offering valuable insight into the emotional bond we’ve built with our members and communities.

You can view the full RED C Brand Reaction Index 2025 report by clicking here.