A Mobile App That Shines With 5 Stars
Tuesday, October 8, 2019
Creditunions.com (Oct. 8, 2019) - Affinity Plus Federal Credit Union ($2.3B, Saint Paul, MN) has been busy.
In the past three years, the second-largest credit union in the Gopher State has undergone seven major systems conversions, including changes to both its core and digital banking providers that allowed it to introduce an entirely new digital experience to members.
“Members couldn’t fully self-serve digitally, which led them to call us or come into the branch to do their everyday banking,” says Maha Brauch, director of digital services at Affinity Plus.
According to Brauch, the credit union’s previous vendor dictated its digital roadmap and strategy, and the overall experience for members wasn’t mobile-first or as all-encompassing as the institution wanted.
Members weren’t happy, either. They gave Affinity Plus’s old mobile application a rating of 1.4 stars on Apple’s App Store. The app didn’t score much better in Google’s Android Store. Users there gave it a rating of 2.5 stars. Between the two systems, the app had little more than 2,000 reviews and ratings.
That changed with the roll out of a new mobile application on April 3, 2018. The app currently earns an average rating of 4.8 stars for both Apple and Google based on 25,000 ratings in Apple and 2,500 ratings in Google.
Usage has picked up, too — 23% within the first year. And in March 2019, active mobile app users surpassed online banking users for the first time ever.
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