Desert Financial Credit Union turns youth banking into a growth and loyalty strategy with Nuuvia

With over $9 billion in assets and more than 480,000 members, Desert Financial is Arizona’s largest credit union—and one of its most trusted. But even with its strong community presence, younger members weren’t engaging early enough. Traditional youth accounts were often limited, parent-controlled, and lacked the hands-on, real-world experience that kids need to learn.

DFCU recognized that building financial literacy and future member loyalty had to start earlier. With a mission to empower Arizonans to thrive, the credit union saw an opportunity to go beyond traditional savings accounts and create a dynamic, family-oriented experience. They wanted to give kids and teens real access, not just visibility, into money management—and to do it in a way that supported families, reinforced the DFCU brand, and built habits that last.

In Fall 2024, DFCU launched Kickstart, a branded youth banking experience powered by Nuuvia. The solution included a free checking and savings account, debit card, and access to a mobile-first platform designed specifically for youth aged 6–17 and their parents. The result was a modern, gamified, and educational financial experience, without compromising DFCU’s relationship with the member.

• Built for Families: Parents stay in control but invite kids to participate by setting allowances, funding chore payments, and even offering loans with custom interest rates.
• Branded to DFCU: The platform reinforces DFCU’s Arizona identity and values, right down to custom debit card designs and in-branch promotions.
• Engaging Across Ages: Younger kids enjoy videos, tasks, and trophies. Teens lean into spending controls, fund requests, and budget management.
• No Hand-Offs Required: With Nuuvia, DFCU maintained full ownership of the experience, avoiding the need to route members through a third-party fintech bank.

Kickstart is more than a youth account. It’s a loyalty strategy wrapped in education, relevance, and trust. For DFCU, it means empowering families with the tools to teach financial responsibility, while strengthening member relationships for the long haul. As Michelle Murray, AVP of Product Management at DFCU, put it:

“We’ve already seen a 32% increase in total youth accounts opened… Kickstart empowers young members to build skills early and promotes long-term growth and loyalty.”

Nuuvia helped DFCU deliver a high-impact, low-lift digital experience that starts building financial confidence early, without ever handing off the relationship. That’s how modern credit unions grow stronger: by engaging the next generation, starting now.