Business Hub in ChatGPT: What Credit Unions Should Do Now

What is Business Hub in ChatGPT?

On November 10, 2026, OpenAI launched Business Hub in ChatGPT. This new real estate within ChatGPT allows companies to claim their business profile, manage the information it uses about them, and see how people engage with them.

You have the ability to claim your credit union today, and we recommend you do. While the tool is still somewhat limited in what you can provide, we think this signals a big potential change in how your brand is seen and discovered.

If you've managed a Google Business Profile, this will feel familiar. We claimed Geear's profile on ChatGPT the day it launched, and here's what we found...

What's in ChatGPT Business Hub today

Everything runs through a tool called Business Hub. It has four sections, and each one means something different for a credit union.

Business information

This is where you add your business name, address, phone number, hours and photos. It will look and feel similar to a Google Business Profile, without the reviews.

We could only enter one address when we populated it for Geear. We don't know yet how OpenAI will handle credit unions with several branches. It's possible each location may need to be claimed individually.

Note: "credit union" is its own business category field, however we didn't notice any special credit union-specific features that became available after temporarily switching our profile to this category.

Brand insights

The Brand insights tab is where this gets pretty interesting. It shows Mentions, Profile Views and Website clicks, plus a pie chart of the various discovery topics you were shown for. These themes could potentially help highlight which areas you're performing well on and which need work. This is like Google Search Console, albeit with much more limited information.

According to OpenAI, a mention counts when ChatGPT shows a result for that location, even if the person doesn't open the listing or visit the website. In other words, a "mention" is ChatGPT including your credit union in their answer, but our initial understanding is that this only counts if your website is also mentioned in that response.

Here's what the report could look like using a fictitious credit union.

Agent Builder

Agent Builder is where you'll be able to load more information about your business, brand, and products, so ChatGPT can answer questions about you more accurately. In other words, this is the first time you can provide actual first party information to ChatGPT that users may interact with.

For a credit union, this could include your membership eligibility criteria. This way, when someone asks "Am I eligible to join?" ChatGPT has an answer curated by you. This ensures ChatGPT has the correct information to offer within their platform instead of having to go out to the open web to find it.

Agent builder is still rolling out to most businesses, so it may not be available for you yet. However, this is what the setup would look like for a credit union.

Product feeds

This is a spreadsheet upload for products with pricing and availability. It's a big potential play for e-commerce, but it doesn't apply to credit unions. As a test, we tried to set up loan products in our account, but the interface seems designed for e-commerce site product feeds with many different SKUs.

What Business Hub in ChatGPT means for credit union marketing

Being able to claim your page and add first-party data to ChatGPT is important, but we're more interested in what this signals about where ChatGPT may be headed.

Today, there are four main features of Business Hub. But imagine if ChatGPT expands these features, specific to your business type. It could have a dedicated section for adding product rates. Maybe (and this is far fetched), you could apply for a loan directly within ChatGPT (or at least, get the process started).

Maybe we're thinking too big, but ChatGPT (and other LLMs) have undoubtedly changed how people access information and begin engaging with a brand.

As that experience gets more familiar, comfortable, and captive for users, who's to say ChatGPT won't become a one stop location - syphoning more and more attention and traffic from the open web and our own websites.

Steps to claim your credit union's ChatGPT profile

Enough prophesying. Here's what you can and should do today to get started.

1. You need three things before you start. Claiming requires a photo ID (e.g. driver's license or passport), your credit union's Employer Identification Number (EIN), and a facial recognition check. The ID and face scan belong to the person doing the claim, so decide up front who at your credit union that should be. Note: at this time it doesn't appear you can give a second user access. So choose carefully who sets this up.
2. Claim the profile in Business Hub and complete verification. Nothing beyond the basic claim can be edited until verification is done. You can claim yours by goinghere.
3. Fill out your business information. Add your name, address, phone number, hours and photos, and match them to your website. If you have more than one branch, check how locations are handled when you claim. You might have to claim each one individually.
4. Check Brand insights regularly. Look at Mentions, Profile Views, Website clicks and discovery topics. Expect that it make take a while before data appears.
   
   

How Geear can help

It's early, so what we can do today is simple. We can walk your team through what you need to claim your profile, check your details against your website, and keep an eye on Brand insights with you as data comes in. Verification uses a staff member's own ID and face scan, so someone at your credit union completes that step. As new features like Agent Builder open up, we'll share what we learn and help you decide what's worth doing.

We've partnered with 120+ credit unions and banks, and we've already been through this process for our own business.