Arizona-based Desert Financial Credit Union, which has over 490,000 members and roughly $9 billion in assets, launched an innovative youth banking program, Kickstart, in the Fall of 2024. The program has sustained upward growth and received an overwhelmingly positive member response, particularly among teens. The credit union is setting a new standard, providing a more personalized, engaging experience that empowers families, deepens existing relationships and attracts the next-generation of members.
The credit union teamed up with youth banking provider Nuuvia, a trusted vendor, to provide kids and teens access to a modern digital banking platform that is designed for younger members, including fun debit card designs and an interactive mobile banking app that gamifies money management. Teens and younger children practice real-world financial concepts, earn rewards for completing chores or getting good grades, set savings goals, and even simulate taking out and repaying loans from parents—all while gaining a sense of independence and confidence in financial decision-making.
Any parent or guardian can open a free savings account for a minor, and for those with kids between the ages of 6 – 17, they can also open a free checking account, receive a debit card and access the Kickstart platform within the Desert Financial mobile app. The platform encourages kids and teens to build strong financial habits.
Engagement Metrics that Speak Volumes
Kickstart has transformed youth engagement at Desert Financial. The program has triggered a staggering 32% increase in youth accounts and generated an average of 8.5 debit transactions plus 14 parental transfers per account per month. Most impressively, the credit union opened 5,000 new youth accounts, more than doubling its previous monthly pace accompanied by a 22% boost in youth account deposits and a 30% adoption rate among existing member families—unmatched growth in both engagement and loyalty.
Additionally, the program engages entire families, providing parents a unique opportunity to be actively involved. The app’s tools allow them to set spending limits, transfer allowance funds, reward kids for achievements and educate them through real-time financial lessons. By combining regulatory compliance and parental guidance with youth-centric design, the platform provides a safe, scalable, and brand-solidified solution that fosters true financial independence while strengthening the family’s connection to the credit union.
Shaping the Future of Banking
By Nuuvia’s platform into its existing digital infrastructure, Desert Financial retains full ownership of the member experience and deposits, while positioning itself as a trusted financial partner from childhood through adulthood. The benefits are twofold: deepening member relationships and securing long-term loyalty.
Desert Financials’ success with Kickstart demonstrates how credit unions can both compete with fintechs and shape the financial futures of their members from childhood through adulthood. In a competitive, digital banking landscape, Kickstart stands as a model program—proving that investing in youth isn’t just good business, but essential for building lasting member loyalty and financial well-being for the entire family.
About Author:
Marcell L. King is president and COO of Nuuvia, formerly Incent, the leading provider of intelligent lifecycle banking solutions for community banks and credit unions.
