By moving from a web-based mobile browser to a mobile app and offering Remote Deposit Capture (RDC), among other services, Heartland Credit Union in Madison, Wis., increased member mobile app usage by 60% in one year.
Supporting 21,000 members at eight branches, the $241 million Heartland CU knew that in order to remain relevant to its members, a mobile platform was required. To achieve this goal, the CU began working with a vendor on a tailored app. However, the CU's core operating system wasn't able to integrate with that vendor's mobile operating system. This snag temporarily derailed the process.
"We actually were quite a way down the road with another vendor," said Heartland CU's Vice President of Marketing and Business Development Robin Marohn. "Unfortunately, our core system dictated to a great extent with whom we were about to partner."
Marohn and his team next vetted and adopted the Naperville, Ill.-based CU Mobile Apps (CUMA). In 2014, the company was formed when LSC, Member Service Solutions and Metova, Inc. joined forces.
"Members expect their credit union to be available 24/7," said LSC Executive Account Manager, Mobile Products, Paul Matejak. "Mobile is the delivery channel that is no longer regarded as a competitive edge, but truly a sustainable advantage."
Mobile Launch
To date, more than 12,067 members are actively using Heartland CU's online banking portal and 6,809 are actively using it mobile banking platform. Marohn explained that the CU is attracting more members via mobile banking, access to its shared ATM and branch networks and RDC.
"Our member usage increased 60% during the first year and now is increasing about 10% annually," said Marohn of the initiative that launched two years ago.
As a CUSO, LSC partners with CUNA Strategic Services and serves more than 2,300 credit unions. Matejak explained that CUMA is scaleable to all asset size CUs and integrates with all major mobile devices. The customized app can be branded to respective credit unions and features additional services such as special offers, promotion alerts and requests for loan information.
From discovery to rollout, Marohn noted that the implementation process of the cloud-based operating system took 18 months. Due to the CU's core platform, beta testing of the solution wasn't possible. But from a technology and training perspective, he said the process was mostly seamless.
"The product is cloud-based and the CMS is 'what you see is what you get,' so there's very little up training that needs to be done," said Marohn.
Heartland CU did experience a few hiccups along the way, especially in relation to the RDC function. "The login process was quite a difficult process for members," said Marohn. "That and there was not a single sign on (SSO) scenario for RDC – separate user and passwords."
From a back office perspective, the administrator platform offers a full set of analytical reports. For example, Heartland CU can query and report on number of users, number of new users, operating systems used and RDC use, among other data.
"The analytical platform is pretty robust and useful," said Marohn. "Our board and CEO get a report each month and appreciate that detail."
The member feedback, he added, has also been positive. "Now it's much easier for mobile members to access their accounts, deposit checks and access Heartland information."
