Mobile banking is more than just a banking channel these days. Due to its increasing user friendliness, intuitiveness and comprehensiveness, it has become mainstream and grown into credit unions' primary hub for member transactions and activity, experts said.

“Mobile is becoming the primary channel,” Dan Weis, senior product manager for mobile banking at the Duluth, Ga.-based Digital Insight, an NCR company, said. “When [credit unions] think about how they can offer value for members, and how they can still differentiate and represent their brand, it is about mobile.”

Three years ago, customers of the Austin, Texas-based Malauzai purchased the company's product for mobile channel use only.

“Now a good portion of our deals are consumer and business, internet and mobile,” Robb Gaynor, founder and chief product officer for Malauzai, said. Gaynor referred to this evolution as the “platform-itization” of mobile.

Gaynor pointed out that in general, the industry isn't focusing on device choice anymore, such as iPhone versus Android or tablet versus desktop. Instead, its focus is on who is using a mobile banking system.

mobile banking Digital Insight recently introduced Android Fingerprint ID to its mobile banking app in an effort to make the app easier to use by removing friction and the use of passwords from the mobile banking login process.

Android Fingerprint ID is one of the three biometrics solutions, which also includes Apple Touch ID and EyeVerify's EyePrint ID, delivered through the Digital Insight platform. Digital Insight discovered accountholders logged in 26% more often using Apple Touch ID, which launched about a year ago, compared to before the tool was an option.

Digital Insight said it released EyeVerify's EyePrint ID last September because no common Android biometric ID tool existed back then. The company said it expects to make Android Fingerprint ID available to all of its mobile banking clients in May 2016.

The $1.3 billion, Phoenix-based Arizona Federal Credit Union, which now uses all three Digital Insight biometric methods, went live with Android Fingerprint in February.

“About 50% of members with eligible devices registered in the first 20 days,” Eric Givens, senior director of digital banking at the credit union, said.

However, only 80% of members owned a compatible phone at the time. Givens said he expects member usage to increase as more obtain Android devices with readers and the requisite Android 6.0 Marshmallow system.

mobile bankingBiometrics is a part of Arizona FCU's heavy focus on online and mobile banking.

“Right now we are a brick and mortar institution with a digital channel heading toward a digital-first financial institution with a brick and mortar channel,” Givens said.

Seventy-five percent of the credit union's 120,000 members are active online banking users; half are active in mobile banking and 30,000 of its members only use the mobile channel. More than 67% of those with eligible devices have registered using Apple Touch ID, which has been available at Arizona FCU since June 2015.

Arizona FCU mobile users can check their balances without logging in, complete bill and P2P payments, skip a bill payment, make mobile deposits, add purchase rewards, control card preferences, and access Apple Pay, Android Pay, Samsung Pay, the Apple Watch and Android wearable devices. Soon, members will be able to originate loans via the mobile channel.

Weis explained one of the things Arizona FCU does well is train staff on the value of mobile banking, allowing them to become proponents of the technology when members come in with questions.

Another Digital Insight customer, the $695 million, Beaverton, Ore.-based Rivermark Community Credit Union, said it often responds to member demands for more innovative services and convenient account access. Its upgraded online and mobile banking system now supports two Oregon credit union firsts: EyePrint ID and mobile banking via smartwatch (Apple and Android). Rivermark already offers Apple Touch ID.

mobile bankingIn 2012, Rivermark became the first credit union in Oregon to offer mobile deposit, and today, more than 41,000 members use the credit union's mobile banking solution. In 2014, Rivermark was the first Oregon credit union to offer service through Personal Teller Kiosks, a video kiosk system.

“We're proud to be the first credit union to offer both the biometric eyeprint login as well as the smartwatch integration,” Robert Mills, vice president of technology for Rivermark, said. “We've been deliberate in selecting technology that continues to expand and enhance the convenience of banking with Rivermark.”

Mills explained, “If you want to come into the branch we are happy to see you, but if you don't want to come into a branch, we want to give you that option to do it remotely.”

Rivermark analyzed website and app visits to track online service adoption, and as of February 2016, 53% of members used mobile banking, 37% used mobile deposit and 4% used Apple Pay. Use of all three services continues to grow each month, the credit union said.

Among the mobile features Rivermark offers is an account opening tool in which new members can open and fund a new checking account in less than six minutes. For existing members, it only takes three minutes.

Rivermark also offers Apple Pay and reported an adoption rate of more than 10% among eligible Apple Pay users. The credit union said it plans to add Android and Samsung Pay later this year.

Its other mobile app functions include P2P payments, quick balance summaries, online appointment scheduling, special benefit tracking and interactive auto loan calculators; enhancements to its mobile loan origination system are in the works.

“In many cases, simply optimizing desktop and branch experiences to the mobile channel seems to delight members the most,” David Noble, vice president of marketing for Rivermark, said.

mobile and cybersecurityNoble said he expects mobile devices to continue serving as a central hub for members and become more important.

“A mobile first approach to delivering financial services is part of our strategic plan to serve members more efficiently,” Noble said.

Lee Butke, president/CEO for the Columbus, Ohio-based, $3.7 billion Corporate One Federal Credit Union, said the corporate's current, primary goal is to help credit unions acquire accounts, make those accounts profitable and deepen relationships as quickly as possible.

Member acquisition is one area of interest for Corporate One: Its Member Acquisition Experience product line includes an account opening platform that works online, in the branch or via a mobile device. It also includes a product that helps new members securely switch existing automated debits and credits to their new credit union account.

Next on Corporate One's agenda is developing a total mortgage acquisition. This will take members through the application workflow, the validation point, the credit bureau, required compliance checks and funding, as well as solidifying the relationship by capturing a signature on the screen.

“Credit unions are looking at ways to enable mobility to engage members in a different way,” Keith Riddle, senior vice president and chief product management officer for Corporate One, said.

Another company, the Aurora, Colo.-based DaLand Solutions, built Secured Transaction Image, which allows credit unions to offer multiple mobile solutions through a single platform.

“We wanted to build something sustainable for our credit union clients,” Jon Ungerland, cofounder of DaLand, said.

DaLand's architecture also allows credit unions to offer custom-branded mobile apps, which provide local business incentives, coupons and rewards programs to members.

“This would allow credit unions to function as a hub in a marketplace that is changing,” Ungerland noted of the custom apps.

Through STI, businesses can enjoy the benefits of direct payments, prepaid balances with auto reload, loyalty points/rewards, electronic coupons, Bluetooth beacons, inventory management tools and data mining. DaLand kept the architecture open with a full API so credit unions can easily plug other applications into it.

The $309 million, Arvada, Colo.-based Sooper Credit Union uses some of STI's features. Dan Kester, Sooper Credit Union's president/CEO, said, “[Merchants] can not only process payments, they can process reward programs on it and communicate with their customers.”

Sooper also received positive feedback on STI from a merchant focus group.

“They are paying multiple providers to do that now and it is rolled into one,” Kester said. “We do not have pricing yet but we are going to make sure it is cheaper than interchange.”

Complete your profile to continue reading and get FREE access to CUTimes.com, part of your ALM digital membership.

Your access to unlimited CUTimes.com content isn’t changing.
Once you are an ALM digital member, you’ll receive:

  • Breaking credit union news and analysis, on-site and via our newsletters and custom alerts
  • Weekly Shared Accounts podcast featuring exclusive interviews with industry leaders
  • Educational webcasts, white papers, and ebooks from industry thought leaders
  • Critical coverage of the commercial real estate and financial advisory markets on our other ALM sites, GlobeSt.com and ThinkAdvisor.com
NOT FOR REPRINT

© 2024 ALM Global, LLC, All Rights Reserved. Request academic re-use from www.copyright.com. All other uses, submit a request to [email protected]. For more information visit Asset & Logo Licensing.

Roy Urrico

Roy W. Urrico specializes in articles about financial technology and services for Credit Union Times, as well as ghostwriting, copywriting, and case studies. Also: writer/editor of a semi-annual newsletter for Association for Financial Technology since 1997 and history projects funded by the U.S Interior Department, National Park Service and Warren County (N.Y.).