Monitise (MONI) has launched Monitise Create, the company's mobile innovation, design and development services arm, in North America.

Monitise Create currently is one of Europe's largest mobile innovation agencies. The new Monitise Create business in North America will focus on creating mobile technology to help financial services companies improve customer relationships, the company said in a press release.

"Mobile is fundamentally changing the relationship that all brands, particularly banks," have with customers, says Alistair Crane, executive vice president of Monitise Create, who will lead the team's expansion in North America. "Our mission is to create a long-term digital future by creating new front-end solutions and strategic business planning designed around existing processes," which has the power to simultaneously transform the technology, the infrastructure, customer engagement and new revenue opportunities.

U.S. Bank in Minneapolis will be the first North American client of the Monitise Create team.

"It is clear that success in mobile requires constant innovation around the user experience," says Dominic Venturo, chief innovation officer of U.S. Bank in Minneapolis. "We are partnering with Monitise Create to help us re-imagine the optimal user experience," through mobile innovation. The goal is to transform the mobile user experience for credit cards, which serves both bank-branded products and third-party relationships.

Monitise currently works with more than 350 companies to develop banking, payments and commerce solutions. Monitise Create so far has deployed more than 300 mobile apps for many banks and global companies such as Samsung, Procter & Gamble, Adidas and McDonalds. The group also includes Grapple Mobile, a mobile innovation agency acquired in September 2013.

Research findings show banks and other brands are coming under increasing pressure to address consumer expectations for a customer-centric, easy-to-use mobile experience, says Lisa Stanton, president of the Americas at Monitise. Customer demand has evolved to include "advanced integrated services like managing credit card rewards or home loan applications," she says.