Marcell King Named CEO of Nuuvia

~Strategic shift positions company to meet rising demand from community banks, credit unions to engage future generations of account holders~

PORTLAND, Ore.--(BUSINESS WIRE)--Nuuvia, the go-to youth banking platform designed specifically for community banks and credit unions, today announced the appointment of Marcell King as Chief Executive Officer. Under King’s leadership in the last 18 months as President and COO, the company more than doubled its customer base and contracted annual recurring revenue, expanded strategic channel partnerships and built a powerhouse leadership team to meet the rising demand for modern youth banking solutions.

The move comes at a pivotal moment for the industry, as community financial institutions (CFIs) face growing pressure to attract and retain younger account holders. According to Cornerstone Advisors research, 56% of all new bank accounts opened in 2025 were opened with fintech and pure digital banks up from 36% in 2020, while accounts opened at community banks declined from a peak of 6% in 2023 to 3% in 2025 and accounts opened at credit unions declined from a peak of 10% in 2022 to 4% in 2025.

It also estimates that younger consumers have moved more than $2 trillion dollars out of traditional CFIs and into third-party fintech apps. As a result, community banks and credit unions are seeking tools that will help them compete for and acquire new customers/members and deposits.

The research cited that 69% of credit union executives listed member growth as the top priority in 2026 up from 36% in 2023, while 58% of bank executives listed gathering deposits is the number one priority in 2026. 51% listed new customer growth as the second priority, up from 23% in 2023. Nuuvia is poised to bridge this gap, enabling CFIs to acquire and build lasting relationships with digitally native, Gen Z and Gen Alpha consumers.

“Nuuvia is uniquely positioned to move faster, think bigger and deliver the tools and experiences community banks and credit unions need to stay relevant and competitive in a rapidly changing landscape,” said Marcell King, CEO of Nuuvia. “We have a sharpened focus to provide financial institutions the tools needed to engage early and attract future generations, building trust and long-term, lasting relationships. I am honored to lead this team into its next chapter."

With more than 30 years of leadership experience in digital banking and financial services, King will lead Nuuvia through its next growth phase, focusing on broadening the company's market reach, advancing its product strategy, and furthering the company's mission to help community banks and credit unions build lifelong relationships with younger generations. He will report to the Nuuvia Board of Directors, which will provide strategic oversight as the company pursues its long-term vision.

Tom Shen, member of Nuuvia’s Board of Directors, said, “Marcell is a proven leader with a strong track record of driving growth and innovation in technology companies serving banks and credit unions. His vision, leadership and success in building high-performing teams and delivering impactful solutions make him the right choice to guide Nuuvia as it enters this exciting new chapter.”

Nuuvia is fundamentally changing the way CFIs engage with Gen Z and Gen Alpha consumers, and the impact on the industry is undeniable. In a short period of time, the company has redefined youth banking programs, providing institutions with a modern channel to connect with younger generations, and enabled their banking customers to retain 100% of their deposits, interchange revenue, data, and most importantly their relationships in-house.

“Nuuvia is fully focused on scaling its business and delivering value to financial institutions without constraint which is a pivotal step in unlocking its full market potential,” said Bruce Willison, Chair of the Board of Nuuvia. “This structure enhances strategic flexibility and opens the door for external investment to accelerate innovation and growth.”

About Nuuvia

Nuuvia 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.