incent

Nuuvia, formerly known as Incent, operates as a business-to-business developer of a youth banking platform tailored for community financial institutions. The company was founded by Richard Logan, who currently serves as the Vice President of Technology. In July 2025, Incent rebranded to Nuuvia, a name signifying a "new path," to reflect its expanded mission beyond a youth-centric model to a comprehensive lifecycle engagement platform. This strategic shift followed an investment from digital banking provider Tyfone in February 2025, which was aimed at accelerating growth and product innovation.

The firm's core business involves providing banks and credit unions with a white-labeled, mobile-first platform designed to foster financial literacy among young customers, typically from ages 3 to 18. Nuuvia's business model is structured to help these financial institutions retain deposits, interchange revenue, and customer data in-house, directly countering the trend of fintech apps capturing the youth market. The platform is designed to seamlessly integrate with a financial institution's existing core and digital banking infrastructure, ensuring a consistent brand experience for the end-users.

Nuuvia’s product offers a suite of features focused on teaching responsible financial habits through practical experience. For children and teens, it includes tools for earning money through tasks and good grades, setting savings goals, and learning to budget. Gamification elements like achievements are incorporated to make the learning process engaging. Parents are provided with robust oversight capabilities, including the ability to set spending limits, assign chores with monetary rewards, approve money requests, and instantly lock or unlock their child's debit card. By providing a secure, educational, and interactive banking experience, Nuuvia aims to help its clients build lifelong loyalty with the next generation of account holders, transitioning them from youth to adult accounts within the same institution.

Keywords: youth banking, financial literacy, B2B fintech, white-label banking, community banks, credit unions, customer engagement platform, digital banking, Gen Z finance, parental controls, financial education tools, SaaS, EdTech, family finance, debit cards for kids, chore app, allowance management, savings goals, interchange revenue, deposit retention