This comparison uses public regulatory filings and TFS methodology. It evaluates financial condition—not checking rates, account fees, service quality, or which institution is universally “best.”
Credit union
Madison, WI
Health score
74.5
Total assets
$656.7M
Credit union
Marshfield, WI
Health score
69.9
Total assets
$533.4M
Answer first
HEARTLAND leads on financial health and capitalization and lending quality; SIMPLICITY leads on profitability. Those category leads describe current regulatory metrics only and do not establish a universal product or service winner.
Capital and asset-quality definitions are directly comparable for this pair.
Category leaders
Financial health
HEARTLAND
Higher TFS health score
Capitalization
HEARTLAND
Higher comparable capital ratio
Profitability
SIMPLICITY
Higher return on assets
Lending quality
HEARTLAND
Lower problem-loan measure
Same-source detail
Winner markers appear only where the metric definitions are comparable and both values are available.
| Metric | HEARTLAND | SIMPLICITY |
|---|---|---|
| TFS health score | 74.5/100Leads | 69.9/100 |
| Total assets | $656.7M | $533.4M |
| Total deposits / shares | $573.1M | $475.1M |
| Net worth ratio | 11.61%Leads | 9.90% |
| Return on assets | 0.69% | 0.82%Leads |
| Return on equity | 5.98% | 8.24% |
HEARTLAND
13 branches
SIMPLICITY
10 branches
Both institutions report branches in 1 state: WI.
HEARTLAND
Unavailable
SIMPLICITY
Unavailable
Counts use an explicitly reviewed CFPB-company-to-regulatory-ID mapping and the same complete 12-month window. Parent-company attribution can include complaints involving affiliates. Lower complaint volume is context—not proof of better service or less consumer harm.
HEARTLAND
0 in TFS registry
SIMPLICITY
0 in TFS registry
Institution-level actions come from TFS's exact regulatory-ID registry and are shown as factual context only. They do not affect category winners or the TFS Financial Health Grade. A zero means no action is currently published in this curated registry—not proof that none exists.
Keep watching
Get access to your dashboard watchlist and future financial-grade alerts.
Coverage boundaries
Related comparisons
Financial data comes from FDIC BankFind Suite or NCUA Call Reports as labeled. TFS Health Grades are an editorial assessment, not an official government rating or financial advice. Arbitrary comparison pairs are available dynamically but remain noindex unless curated for data completeness and user value.
| 60+ day delinquency | 0.28%Leads | 0.79% |
| Net charge-offs | 0.10%Leads | 0.27% |
| Efficiency ratio | — | — |
| Loan-to-deposit ratio | 78.05% | 93.40% |
| Asset growth (YoY) | — | — |
| Deposit / share growth (YoY) | — | — |
| Branches | 13 | 10 |
| Published CFPB complaints per $1B deposits (12 months)verified mappings only | — | — |