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Kindred Credit Union
Google Business Profile
The client
For more than sixty years, Kindred has helped members, investors, faith communities and farming families bring their faith and values to their finances, inspiring peaceful, just and prosperous communities. The people it serves, and those still looking for a credit union like it, now start with a search. Kindred's opportunity was to own its digital front door: found and chosen for what it stands for, as much as for where its branches are.
With Kindred's main website about to be rebuilt, Huckleberry Way rebuilt and ran the Google Business Profiles, helped generate new reviews, and isolated the first structured data rollout on a set of branch location pages, live at the end of May: a page for the head office and one for each of the eight branches. The head office page carries the record of the whole credit union, and every branch page links up to it, so each branch also speaks for Kindred as a whole.
At a glance
01 · The result
One scale, June = 100. Blue is Kindred's nine location pages, which carry the Record as structured data; grey is the main site, which does not carry it yet. Solid lines are Google AI citations; dashed lines are Bing visits.
Change since June: Kindred's location pages, carrying the Authority Record, against the main site
Location pages · Google AI citations
Location pages · Bing visits
Main site · Google AI citations
Main site · Bing visits
Different measures agree across two search engines.
Full months, 1 June to 30 September. Google: Search Console generative AI reports, per page; the main site's late-September rise came from its online-banking help pages. Bing: GA4 sessions. Location pages exclude the site's older FAQ page, which predates the work.
| June = 100 | June | July | August | September | Change |
|---|---|---|---|---|---|
| Location pages, Google AI citations | 100 | 153 | 278 | 385 | +285% |
| Location pages, Bing visits | 100 | 121 | 276 | 298 | +198% |
| Main site, Google AI citations | 100 | 91 | 93 | 105 | +5% |
| Main site, Bing visits | 100 | 100 | 93 | 95 | −5% |
02 · The proof
Structured data drove the difference. In July, the head office page had complete structured data; the eight branch pages didn't. Google's answers cited the head office page six times as often as an average branch page on the same site.
Once the branch pages were fully structured, in July, their citations jumped 146% by August, and 262% by September. The head office page, already complete since May, rose 8% over the same months, serving as the control.
Google AI citations a day, per page: every branch, every month
June
July
August
September
Head office, in grey
Kitchener now matches the head office.
The eight branch pages' structured data was completed on 31 July; the gap between each July and August bar marks it. Every branch page grew in August, and seven of eight grew again in September. Each bar is that month's average a day. Google Search Console generative AI report, per page.
Clicks from Google search to Kindred are up 31 percent since the location pages launched in May, as more of the people searching for Kindred click through, to the main site and the new pages alike.
In the same year, 63.8 percent of Canadian Google searches ended without a click (SparkToro and Similarweb, June 2026)
Searches for its branches now bring 4.6 times the clicks they did, most of them demand the old branch finder never reached, and visitors who reach a branch page from its Google Business Profile engage 97 percent of the time. Beyond AI answers, the location pages rank at the top on Google for searches such as “credit union near me”, “credit union” and “mennonite credit union”.
Google Search Console, May to August 2026; engagement from GA4, June to August.
Findable, then citable. Recommended comes next.
In Kindred's words
One or two sentences from Kindred on what changed: for members, for the branches, or for the team.
Name, title, Kindred Credit Union
03 · How it got there
The brief was to own the digital front door, so that Kindred's mission reaches the people it serves where they now look first, as one brand. Huckleberry Way runs a system of authority for Kindred to do it, with Kindred's public system of record at its centre. The website was the last place the Record landed. Every element before it built the ranking, and brand coherence, and each delivered on its own.
One verified master record
The Authority Record™
Kindred's public system of record
Published from it, and what each delivered
Google Business Profiles
6.3 → 3.6
brand search position
Structured posts
+50%
ranking on key themes
Smart Reviews
5×
reviews a month
Listings everywhere else
From Maps to Wikidata
↻The website was the last place the Record landed: findable, then citable.
01
The source
What Kindred stands for, from farm succession to ethical investing; one exact name for every service, with the words members search with mapped to it; one institution with a permanent identity for every location, matched to Maps, Bing Places, Wikidata, Wikipedia and LinkedIn; and a voice guide built from Kindred's own writing. Everything below is published from it.
02
Designed with the credit union's team and built in place of a popup finder search engines could not read, each carrying the Record as structured data, the organization and every location linked as one.
03
Each with its own categories, services and products, linked to its own page and synced to Bing: the brand's connection to Google's and Bing's knowledge graphs.
Kindred Credit Union
Google Business Profile
Registered Plans (RRSP, TFSA, etc.) RRSPs, TFSAs, the First Home Savings Account, RRIFs, LIFs, RESPs and RDSPs, with free calculators and advisors who review your goals at no charge.
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Kindred Credit Union
Google Business Profile
Financial Planning and Wealth Advice Plans for saving, investing, retirement and passing on what you have built, made with a Kindred wealth advisor.
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Kindred Credit Union
Google Business Profile
Online and Automated Investing Invest online on your own, or let an automated portfolio do it for you, through Qtrade.
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04
About twenty a month in two storylines, the head office carrying what Kindred stands for and the branches what members nearby need, each post stating facts Google can check and timed to the months members search.
Kindred Credit Union
Google Business Profile
Kindred Credit Union Protecting your farm’s legacy.
Many of our advisors come from farming backgrounds and understand what it takes to build a farm over a lifetime. With thoughtful succession planning, your legacy can continue for generations.
…more
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Kindred Credit Union
Google Business Profile
Kindred Credit Union Learning money together.
For many households, September brings new money conversations. Kindred supports financial literacy at every age and stage, from a child’s first savings account to a student’s first budget away from home.
…more
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Kindred Credit Union
Google Business Profile
Kindred Credit Union Supporting food security in our community.
One of this year’s Charitable Fund recipients is working to address food insecurity in our region. Your everyday banking helps make this support possible.
…more
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05
Branded review requests in the branches, and replies in the credit union's voice, approved by its team in its own secure app.
06
Name, addresses and hours made to agree, from Maps to Wikidata.
January to September 2026. Google Search Console; GA4; reviews from Google Business Profile.
Also delivered: monthly reporting with an AI answer panel, and a migration plan for the old finder and the main site's move to its new platform.
04 · What it means
Every recommendation starts with being found. Kindred is now found wherever people search: at the top of Google for its name, in the top two when people search for a credit union near them, and cited in the answers Google now writes.
That is category authority, gained branch by branch, and it carries Kindred's mission to the people it uniquely serves at the moment they decide; every answer that names Kindred correctly builds the trust it takes to be recommended. And it compounds: the channels Kindred already runs work harder when its name is known and trusted before anyone clicks, and Kindred's marketing team reports its recent advertising performing well above expectation.
Everything so far came from the Record's first layer: who Kindred is, where it serves and what it stands for. That first layer answers the first of the two tests every AI system applies: ranking gets Kindred considered. Next, the Record grows to Kindred's services, its people and its members' stories, the proof that answers the second: verification gets it recommended.
In Kindred's words
One or two sentences from Kindred on its mission and members: who it is now reaching, and why that matters.
Name, title, Kindred Credit Union
05 · The Record
This is Kindred's Authority Record as search engines and AI read it: the credit union, its head office and its eight branches, each with its own page, address, map pin, hours and catalogue, and every one linked to the one organization. Point at anything to trace what it connects to; select it to read its facts.
06 · Questions
More work
Many multi-location businesses face the challenge Kindred did: one brand, spread across profiles and pages that do not yet add up to one business a machine can trust. Whatever your goals, more members, more customers or more of the right enquiries, they now begin with what AI finds about you. See what it finds. The AI Readiness Report is free, arrives in minutes, and shows you where to start.
