VyStar Credit Union and Desert Financial Credit Union have invested a combined $4 million in the CUSO operated by youth banking solutions provider Nuuvia (formerly Incent), the company announced Thursday.
Launched in April 2025 with backing from Pioneer Federal Credit Union ($736 million, Mountain Home, Idaho), Nuuvia’s CUSO enables credit unions to have a strong voice in shaping the company’s Intelligent Lifecycle Banking platform, which helps credit unions and community banks attract and retain members across generations through a personalized, digital-first experience that integrates seamlessly with existing systems. Attracting young consumers is especially imperative now, considering credit unions’ aging member base and the estimated $124 trillion in wealth that is expected to transfer across generations, Nuuvia noted.
The investment from VyStar and Desert Financial will help accelerate Nuuvia’s product roadmap, expand operational capacity to onboard and support new clients, and drive market awareness and adoption of its white-labeled youth banking platform, according to the announcement.
“An intelligent lifecycle banking platform is the future of the credit union movement,” Tyler Woodward, chief strategy officer at the $9.1 billion, Phoenix-based Desert Financial, said. “We were early adopters of Nuuvia’s youth banking platform, and the results have exceeded all expectations. This investment reinforces our commitment to innovation and shaping solutions, while supporting the financial well-being of our members at every stage of life.”
Casey Callinsky, SVP of strategic initiatives at the $14 billion, Jacksonville, Fla.-based VyStar said, “At VyStar, we believe innovation begins with understanding our members’ evolving needs. Partnering with Nuuvia allows us to influence the next generation of digital banking experiences, starting with the next generation of members, and ensures credit unions like ours remain at the forefront of member engagement and community impact.”
As part of the partnership, both VyStar and Desert Financial will receive seats on the CUSO’s Board of Directors and Product Technology and Innovation Council, the company added.
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