The Challenge
Serving five locations in southern New York and one in northern Pennsylvania, High Point Federal Credit Union has been a cornerstone of its rural community for over 50 years. With $400 million in assets and around 14,000 members, the institution enjoys strong regional trust, but like many credit unions, it faced a familiar challenge: reaching the next generation.
As CEO Rich Yeager put it:
“Our future members are young today. We want to give them a reason to start here and stay here—for their first car, their first home, and their children someday.”
Traditional youth accounts weren’t gaining traction, and financial literacy remained largely absent from local school curricula. High Point saw the risks of relying too heavily on an aging membership base. Something had to change.
The Opportunity
High Point recognized an opportunity to build lifelong relationships by engaging youth early, especially in a region where population growth is slow and member retention is crucial. The goal wasn’t just to offer a debit card; it was to create a learning environment that encourages good financial behaviors and delivers a modern digital experience that teens and parents can navigate together.
Inspired by the success of neighboring credit unions with school-branded youth programs, High Point envisioned a localized experience that aligned with its community-first values. If they could connect with teens where they are—especially at school—they could turn a transactional product into a loyalty engine.
How Nuuvia Helped
In early 2025, High Point launched its youth banking program on the Nuuvia platform. Designed for ages 5–18, but with a clear focus on the 12–18 range, the program gave teens their own debit card, savings tools, and financial independence—all co-managed with a parent or guardian. The program included:
Designed for Local Appeal
Students could choose from a dozen custom debit card designs, with the credit union actively working to introduce school-branded versions. One school has already signed on—a move that’s expected to unlock peer-to-peer influence among students and drive broader adoption in fall 2025.
Built-in Education & Autonomy
Through Nuuvia’s app, parents can assign tasks, reward good grades, set spending limits, and even offer family-based “loans.” Kids can track balances, request transfers, and engage with interactive financial literacy content. The experience is hands-on and designed to make managing money a daily habit, not just a concept.
Staff-Tested, Family-Approved
Before rollout, High Point enlisted staff and their families to test the platform internally. This early feedback loop helped fine-tune the implementation, resulting in a more seamless launch and positive word of mouth within the community.
Ownership Without Trade-Offs
Unlike other youth fintech providers, Nuuvia lets High Point keep full ownership of accounts, data, and the overall member relationship. That level of control was essential—not just for establishing trust, but for maintaining strategic flexibility in the long term.
“Our future members are young today. We want to give them a reason to start here and stay here—for their first car, their first home, and their children someday.”
Rich Yeager
CEO, High Point Federal Credit Union
