More than 40 financial institutions including 10 credit unions introduced the Visa Digital Commerce App, an issuer-branded mobile commerce solution that enables financial institutions to offer their own app with card management services.
Through the mobile app, issuers can offer services such as real-time account balance information, card controls, accountholder alerts about recent transactions or fraud concerns, and token services for contactless payments.
"The Visa Digital Commerce App brings together a comprehensive set of services to empower financial institution clients of all sizes to quickly offer their own digital payment experience to cardholders, while keeping their brand and relationship with the cardholder front and center," Oliver Jenkyn, group executive, North America for Visa Inc., said. "We are getting great feedback from clients who are implementing the app and are excited to make it available to more financial institutions nationwide."
With the introduction of the Visa Token Service and the recently launched Visa Developer Platform, Visa is trying to lead the transformation of payments from plastic to digital.
"By using the Visa Digital Commerce App, we are able to quickly deliver a robust and highly intuitive mobile app to our member that allows them to manage and use their cards on their terms," John Fenton, president/CEO for the Basking Ridge, Ill.-based Affinity Federal Credit Union ($2.4 billion), said. "This new solution, which we are calling the Affinity Card App, meets the needs of today's consumers – making it faster, easier and more convenient to bank with us. We are already experiencing higher usage rates from our members who transact in our digital space."
The other credit unions that implemented the Visa Digital Commerce App were: A+ Federal Credit Union (Austin, Texas, $1.2 million), GESA Credit Union (Richland, Wash., $1.6 billion), KCT Credit Union (Elgin, Ill., $207 million), Kern Schools Federal Credit Union (Bakersfield, Calif., $1.3 billion), Landings Credit Union (Tempe, Ariz., $144 million), Members 1st Federal Credit Union (Mechanicsburg, Penn., $3.01 billion), Our Community Credit Union (Shelton, Wash., $312 million), Publix Employees Federal Credit Union (Lakeland, Fla., $818 million) and Utah Community Federal Credit Union (Provo, Utah, $1.05 billion).
In addition to making the Visa Digital Commerce App directly available to financial institutions, Visa is offering the app to its processor and go-to-market channel partners.
"As consumer awareness of mobile wallets has grown, financial institutions are increasingly looking to stake a claim in this market and capture the preferred top-of-wallet position with their customers," Javelin Strategy & Research Analyst Daniel Van Dyke said. "In our 2016 report, 'What's In Your Mobile Wallet?' consumers stated they would be 51% more likely to use a wallet offered by their primary financial institution, making this an ideal time for banks and credit unions to introduce a branded digital app and capitalize on this preference."
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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.).
