United Financial Credit Union (UFCU) is partnering with Nuuvia, the leading provider of youth banking solutions for community banks and credit unions, to power SmartStart, the credit union’s new youth banking program.
Headquartered in Saginaw, Mich., with more than $340 million in assets and 22,000 members, the credit union successfully deployed SmartStart to help younger members develop healthy money habits and build financial confidence.
SmartStart, by Nuuvia, combines practical banking features with gamified educational tools and rewards to make money management fun, interactive and age appropriate. The program includes customizable savings goals with visual progress tracking, parental oversight tools with debit card spending limits, recurring allowances, chore and grade-based rewards, parental loans with parent assigned interest rates, and budgeting features, all accessible within the credit union’s secure digital banking platform.
The launch of SmartStart reinforces United Financial Credit Union’s commitment to supporting the financial well-being of its community through innovation, education, and empowerment. The initiative was made possible in part by a grant from the Michigan Credit Union Foundation (MCUF), which supports credit unions in delivering innovative programs that promote financial education and community enrichment.
“Attracting younger members has been a challenge for many credit unions,” said Jessica Gwizdala, Vice President of Marketing at United Financial Credit Union. “SmartStart gives us a powerful tool to engage families early and build relationships that will last a lifetime. By offering an experience that resonates with today’s digital-native generation while providing real value to parents, we’re positioning United Financial for sustainable growth and ensuring we remain relevant to the next generation of members.”
United Financial Credit Union sought a comprehensive solution that would enable families to start financial conversations early, while providing real-world banking experiences tailored specifically for children and teens. The credit union’s vision was to create an engaging, educational program that would support its mission to invest in the future of the community, one family at a time. With SmartStart, the credit union is giving parents a unique opportunity to have important financial conversations and encouraging families to learn, save, and grow together.
“We believe financial confidence starts early,” Gwizdala continued. “We recognize that traditional, legacy outreach methods and channels are not effective with younger members. Together with Nuuvia, we’ve successfully launched a youth-centric, mobile-first banking experience that engages Gen Z and fosters lasting relationships with multiple generations.”
Marcell King, President and COO of Nuuvia, said, “It is paramount that credit unions and banks have the ability to offer and integrate a youth-centric digital banking experience with their specialized youth checking and savings accounts. United Financial Credit Union understood the importance of launching a holistic youth banking program from the start, and we’re proud to see them leading the way in delivering innovative financial solutions that make financial learning engaging and accessible for families.”
Nuuvia’s youth banking platform integrates seamlessly within United Financial Credit Union’s existing digital banking infrastructure, providing a secure, modern mobile-first experience for children, teens, and their parents. Its Intelligent Lifecycle Banking platform makes it easier for individuals and families to meet their financial goals and strengthen their financial health throughout their entire lifecycle. The platform ensures community financial institutions retain complete control over their customer ecosystems, including maintaining deposits, card revenue, data and relationships in-house.