SAGINAW, Mich.– United Financial Credit Union (UFCU) has introduced a new SmartStart youth banking program.
The $340-million UFCU, which partnered with Portland, Ore.-based Nuuvia, on the platform, said the objective is to help younger members develop healthy money habits and build financial confidence.
“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 organizations said in a statement.
The initiative was made possible in part by a grant from the Michigan Credit Union Foundation.
The ‘Challenge’
“Attracting younger members has been a challenge for many credit unions,” said UFCU VP-Marketing Jessica Gwizdala said in a statement. “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.”
Starting Conversations Early
Nuuvia said United Financial Credit Union was seeking 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,” the company said. “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.”
Added Gwizdala in a statement, “We believe financial confidence starts early, 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.”
Nuuvia added that its Lifecycle Banking platform makes it easier for individuals and families to meet their financial goals and strengthen their financial health throughout their entire lifecycle.
