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Nuuvia’s CUSO secures $4M investment from VyStar, Desert Financial CUs

Friday, December 05, 2025 — 16:48:12 (UTC)

Nuuvia’s CUSO Secures $4M Investment from VyStar and Desert Financial Credit Unions

~Leading credit unions partner to accelerate youth banking innovation and address generational membership growth~

PORTLAND, Ore., Dec. 04, 2025 — Nuuvia, formerly Incent, the leading provider of youth banking solutions for community banks and credit unions, announced today that VyStar Credit Union and Desert Financial Credit Union have completed a combined $4 million investment into its Credit Union Service Organization (CUSO). The investment reinforces Nuuvia's mission to partner and collaborate with progressive financial institutions to build best-in-class youth engagement tools that address critical membership growth challenges.

Jacksonville, Fla.-based [VyStar Credit Union ($14 billion in assets), the second-largest credit union in Florida and 16th in the nation, and Phoenix-based Desert Financial Credit Union ($9 billion in assets), Arizona's largest local credit union and 36th nationally, join the CUSO as strategic investors. Both institutions will receive seats on the CUSO Board of Directors and the Product Technology and Innovation Council, providing definitive input into Nuuvia's strategic direction and product roadmap.

Casey Callinsky, SVP of Strategic Initiatives at VyStar Credit Union, 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.”

The investment accelerates Nuuvia's product roadmap, expands operational capacity to onboard and support new clients and drives market awareness and adoption of its white-labeled youth banking platform.

Tyler Woodward, Chief Strategy Officer at Desert Financial Credit Union, said, "An intelligent lifecycle banking platform is the future of the credit union movement. 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."

With an aging credit union member base and an estimated $124 trillion in wealth expected to transfer across generations, engaging younger consumers has become an imperative. Nuuvia’s Intelligent Lifecycle Banking platform helps financial institutions attract and retain members across generations through a personalized, digital-first experience that integrates seamlessly with existing systems.

"Creating meaningful partnerships with forward-thinking institutions like VyStar and Desert Financial is central to our vision of redefining the future of banking," said Marcell King, President and COO of Nuuvia. "Their investment and strategic guidance through our Board and Innovation Council will be invaluable as we continue developing solutions that empower financial institutions to strengthen relationships with the next generation of account holders. Together, we're building a platform that delivers safe, educational, real-world banking experiences while driving financial wellness for families nationwide."

Nuuvia’s Intelligent Lifecycle Banking platform makes it easier for individuals and families to meet their financial goals and strengthen their financial health throughout their entire lifecycle. The platform ensures community financial institutions retain complete control over their customer ecosystems, including maintaining deposits, card revenue, data and relationships in-house.

About Nuuvia

Nuuvia, formerly Incent, is the leading provider of intelligent lifecycle banking solutions for community banks and credit unions. Designed to easily integrate with a financial institution’s existing digital banking infrastructure, Nuuvia’s platform helps institutions acquire, retain and more effectively engage account holders across multiple generations with personalized digital experiences as a Nuuvia branded service, a co-branded service or under the institution’s white-label brand. Nuuvia’s flagship digital youth banking module is live with dozens of community banks and credit unions across the country, enabling them to acquire, grow and retain youth accounts, deposits, promote financial health and build long-term loyalty in an increasingly competitive marketplace. Learn more at www.nuuvia.com or connect with us on LinkedIn.

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Source: Company press release.

Categories: Announcement