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America First Credit Union attracts 25,000 new mobile users in five weeks

Since America First Credit Union expanded its mobile banking services with SMS and mobile browsing in early September, it has seen 25,000 new users sign up.

AFCU previously offered an application-only mobile banking service, which was in place for more than a year and had 13,500 users. With the adoption of mobile banking growing, the credit union decided to give members the ability to access their accounts using SMS text messaging and a mobile browser in addition to the applications for Android and iPhone.

“There was pent-up demand for Mobile Banking among the AFCU member base,” said Mike Salerno, e-services manager of America First Credit Union, Riverdale, UT.

“With Mobiliti, AFCU now supports mobile banking via more carriers and more devices, so we can meet that demand,” he said.

“The addition of an Android app and browser-based mobile banking have been key contributors to the jump in adoption.”

A consistent experience
In total, more than 13 percent of the AFCU’s online banking users are now enrolled in mobile banking.

The company partnered with Fiserv to bring its mobile banking solution Mobiliti to members of the credit union.

Mobiliti integrates with AFCU’s existing online banking and bill pay technologies, allowing members to view multiple accounts with one login.

Members need to first sign up for online banking so that AFCU can extend the multi-factor authentication in place in the online channel to their mobile device.

Users can then log into mobile banking using the same login information for online banking. In addition to being able to access their America First account, users can also access any linked accounts set up inside online banking as well as search for branches or ATMs based on their current location or by a location they enter.

AFCU members can also receive alerts, transfer funds and pay bills using Mobiliti.

To bank via text message, users can text the keyword MYAFCU and receive account information.

AFCU focused on delivering a consistent experience across the online and mobile channels.

The company plans to add remote deposit capture capability in early 2012.

Additionally, AFCU is promoting mobile banking on its Web site, in branches with cards that contain information and QR codes that can be used to download the apps, inside its online banking with banner ads and intercept ads as well as via email.

Consumers are increasingly looking to the mobile channel to get financial information and make quick transactions.

The growth experienced by AFCU shows that credit union members want access to mobile services in multiple ways.

“Mobile Banking will be a significant part of the overall digital banking experience at AFCU,” Mr. Salerno said. “Mobile Banking will be as important as Online Banking to our members who need mobile access.

“Usage will increase once mobile contactless payments become more widespread,” he said.

Final Take
Chantal Tode is associate editor on Mobile Commerce Daily, New York