United Financial Credit Union (UFCU) has selected Nuuvia, a provider of youth banking solutions, to power SmartStart, its new youth banking program designed to foster financial literacy and engagement among younger members.
Headquartered in Saginaw, Michigan, United Financial Credit Union, which manages over $340 million in assets and serves 22,000 members, successfully launched SmartStart to help its younger demographic develop healthy money habits and build financial confidence. The initiative received support, in part, from a grant provided by the Michigan Credit Union Foundation (MCUF), which aims to assist credit unions in delivering financial education and community enrichment programs.
Jessica Gwizdala, Vice President of Marketing at United Financial Credit Union, noted the challenges many credit unions face in attracting younger members. She stated that SmartStart provides a tool to engage families early and establish lasting relationships, offering an experience that aligns with today’s digital-native generation while delivering value to parents.
United Financial Credit Union sought a comprehensive solution to facilitate early financial conversations within families and provide banking experiences specifically for children and teens. The credit union’s goal was to create an educational program supporting its mission to invest in the community’s future by encouraging families to learn, save, and grow together.
Gwizdala further explained that traditional outreach methods are often ineffective with younger members. She added that, in collaboration with Nuuvia, United Financial has launched a youth-centric, mobile-first banking experience designed to engage Gen Z and cultivate relationships across multiple generations.
SmartStart, built on Nuuvia’s platform, integrates practical banking features with gamified educational tools and rewards to make money management interactive and age-appropriate. Program functionalities include customizable savings goals with visual progress tracking, parental oversight with debit card spending limits, recurring allowances, chore and grade-based rewards, parental loans with assigned interest rates, and budgeting tools, all accessible within the credit union’s secure digital banking platform.
Marcell King, President and COO of Nuuvia, emphasized the importance for credit unions and banks to offer and integrate a youth-centric digital banking experience with their specialized youth checking and savings accounts. King acknowledged United Financial Credit Union’s commitment to launching a holistic youth banking program and their leadership in delivering innovative financial solutions.
Nuuvia’s youth banking platform is designed to integrate seamlessly within United Financial Credit Union’s existing digital banking infrastructure, providing a secure, mobile-first experience for children, teens, and their parents. The company’s Intelligent Lifecycle Banking platform aims to help individuals and families achieve financial goals and improve financial health throughout their lives, ensuring financial institutions retain control over their customer ecosystems, including deposits, card revenue, data, and relationships.
Nuuvia, formerly Incent, specializes in intelligent lifecycle banking solutions for community banks and credit unions. Its platform is designed for easy integration with existing digital banking infrastructure, helping institutions acquire, retain, and engage account holders across generations through co-branded or white-label experiences. Nuuvia’s flagship digital youth banking module is implemented in numerous community banks and credit unions across the country, supporting the acquisition and retention of youth accounts and deposits, promoting financial health, and building long-term loyalty.
United Financial Credit Union is an NCUA-insured institution committed to innovation, member-focused services, and community empowerment. The credit union offers a range of financial products to meet member needs, with membership available to anyone living, working, worshipping, or attending school within any county in Michigan’s Lower Peninsula.
