Desert Financial Credit Union Doubles Youth Account Growth with Strategic Fintech Partnership
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 des...