Pride in Every Transaction
At NovaPride Financial, we are building a future where every LGBTQ+ person has equal access to financial tools that celebrate who they are and support who they want to become.
Our Mission
Financial empowerment is a right, not a privilege. Built for and by the LGBTQ+ community, we go beyond banking—we uplift and create pathways to prosperity. Our brand stands for inclusivity, authenticity, and progress, ensuring every customer feels seen, valued, and supported. With innovative financial solutions, expert guidance, and an unwavering commitment to equity, we provide a safe and affirming space where financial goals can thrive. Because your identity should never be a barrier to your financial future—it should be your strength.
The Problem We Are Solving
Financial Discrimination Limits Market Access
LGBTQ+ individuals represent a significant and underserved segment of the financial services market. Yet over 60% report experiencing bias or barriers in banking, including misgendering, deadnaming, and service denial. These friction points contribute to low trust and engagement , leaving traditional institutions disconnected from millions of potential customers.
$1.4 Trillion Opportunity Hidden by a Wealth Gap
The U.S. LGBTQ+ community holds an estimated $1.4 trillion in annual spending power, yet faces systemic barriers to financial security. One in five LGBTQ+ adults lives in poverty, and access to credit, investment tools, and inclusive financial planning is disproportionately limited — especially for transgender individuals and LGBTQ+ people of color. This wealth gap is both a social equity issue and a market opportunity for innovation.
Untapped Demand for Personalized, Inclusive Products
Mainstream banks rarely account for the distinct financial journeys of LGBTQ+ individuals. From $50K+ in average surrogacy costs to gender-affirming care that can exceed $100K, traditional financial tools fail to meet these needs. NovaPride is designing products around these high-value, recurring life moments — unlocking affinity, loyalty, and lifetime value from customers long overlooked.
Creating financial equity for all identities
At NovaPride, we believe that financial services should work for everyone, regardless of gender identity, sexual orientation, or relationship status. Yet traditional banking often fails to address the unique financial challenges faced by LGBTQ+ individuals and families.
We're building a banking platform that goes beyond rainbow-washing. Our products are designed with the specific needs of our community in mind—from preferred name policies that respect your identity to family planning tools that recognize diverse family structures.
Our ultimate goal is to help close the wealth gap and empower the LGBTQ+ community to build financial security and generational wealth—because financial inclusion is a crucial step toward true equality.
Breaking Generational Financial Silence
Many LGBTQ+ individuals grow up without open conversations around money due to cultural taboos or strained family dynamics. NovaPride is normalizing financial education within the community — helping break cycles of silence, stress, and shame around wealth-building.
Reclaiming Trust in Financial Institutions
Distrust in banks isn't just emotional — it's generational. NovaPride is rebuilding that trust by embedding dignity, respect, and representation at every layer of our platform — from UX design to customer service protocols — so LGBTQ+ customers feel safe being their full selves in financial spaces.
Championing LGBTQ+ Economic Empowerment
Our mission goes beyond individual account holders. NovaPride is actively supporting LGBTQ+ entrepreneurs, freelancers, and nonprofit leaders with access to financial tools, networks, and visibility — because closing the wealth gap requires community-led economies.
Designing with Intersectionality in Mind
No two financial journeys are the same. NovaPride is intentionally building for intersecting identities — recognizing that race, gender identity, and socioeconomics shape access to and trust in financial systems. We are not just inclusive. We are intentional.
Founded by the community, for the community
NovaPride was born from our founders' personal experiences with the financial challenges faced by LGBTQ+ individuals. What began as a conversation about the gaps in traditional banking has grown into a mission to transform finance for our community.
Joe
CMO & Co-Founder
Joe Koecher, NovaPride's Co-Founder and Chief Marketing Officer, is a veteran creative leader with over 25 years of experience delivering story-driven campaigns for high-profile brands. He has held senior creative roles at global agencies like Havas, where he specialized in bold, impactful ideas that inspire action. Having witnessed how often LGBTQ+ voices were sidelined in mainstream marketing and finance, Joe is passionate about building a platform that celebrates authentic identities. He co-founded NovaPride to combine his storytelling expertise with his conviction that everyone deserves to be seen and supported in their financial journey. Known for his warm, visionary leadership style, Joe ensures NovaPride's message stays empowering, inclusive, and true to the community it serves.
Ryan
COO & Co-Founder
Ryan Treml, NovaPride's Co-Founder and Chief Operating Officer, is a strategic operations leader with a background in finance, customer experience and digital transformation. He has managed complex projects and teams, honing a talent for building efficient and inclusive systems at scale. As someone who has personally navigated the biases of traditional banks as an LGBTQ+ individual, Ryan understands the frustrations our community faces. He co-founded NovaPride to build a safe, inclusive financial space, firmly believing that no one should be left behind by outdated banking practices. Steady and compassionate in his approach, Ryan is driven by the belief that together we can transform financial services for the LGBTQ+ community and build a more inclusive financial future.
Sebastien
CRO & Co-Founder
Sebastien Ferrero, NovaPride's Co-Founder and Chief Revenue Officer, is a brand growth strategist with over a decade of experience in the beauty and cosmetics industry. He has a talent for crafting inclusive customer experiences, Sebastien championed diversity and helped grow multiple companies from niche startups into celebrated brands in the cosmetics industry. As a proud member of the LGBTQ+ community, he has long been driven to break barriers and build spaces where everyone feels valued. Sebastien co-founded NovaPride to merge his business savvy with his personal mission: ensuring LGBTQ+ individuals have access to financial services that truly understand and celebrate them. Compassionate yet forward-thinking, Sebastien excels at forging partnerships and strategies that drive growth while keeping NovaPride's community-first values at the heart of every decision.
Ernie
CPO & Co-Founder
Ernie Naylor, NovaPride's Co-Founder and Chief Product Officer, is a seasoned tech entrepreneur with over a decade of experience leading innovative SaaS and fintech initiatives. He has a track record of building platforms that drive engagement – as CEO of a rewards technology startup, Ernie transformed it into a market leader through creative loyalty solutions. Ernie's passion for community empowerment runs deep; he has mentored youth in under-resourced Chicago neighborhoods, seeing firsthand how access to opportunities can change lives. Motivated by these experiences, he co-founded NovaPride to create a financial platform that gives the LGBTQ+ community equitable access to banking and opportunity. Both visionary and practical, Ernie is committed to innovating with empathy, ensuring NovaPride's tools are cutting-edge and genuinely life-changing for its community.
Our Values & Vision
Inclusivity
We celebrate every identity. NovaPride is built for *everyone* under the rainbow, ensuring a safe, welcoming space for all.
Empowerment
Knowledge is power. We give you the tools, education, and support to take charge of your finances with confidence.
Community
We're stronger together. NovaPride fosters a supportive community where members uplift each other and share experiences.
Integrity
Trust is key. We are transparent, honest, and committed to doing right by our members every step of the way.
Growth
Personally and financially, we help you grow. From learning new skills to achieving milestones, we're here to support your journey.
We Are More Than Just Banking
We advocate. We educate. We celebrate. Join us as we reshape financial freedom for the LGBTQ+ community.