LAS VEGAS — A strong mobile strategy could give credit unions an advantage over banks that have more physical branches and ATMs.

That's according to Sundeep Kapur, digital strategist at Allied Solutions LLC, a technology services firm based in Carmel, Ind.

“Build up your mobile strategy,” he told attendees during a Friday session at NAFCU's Annual Conference.

Kapur said virtual branches that are accessible via mobile devices are the future for financial institutions.

“Many people do not go to a branch now,” he noted.

Kapur cited the Starbucks app as a prime example of a quick and easy mobile experience for consumers.

He encouraged credit unions to invest in analytics, which would allow them to send targeted offers tailored to consumers' spending habits.

“Start using search engine speak, not .pdf files on your website,” Kapur suggested, adding that Google cannot read text on locked .pdf files.

Kapur cautioned against credit unions spending a lot of money on search engine optimization companies.

“If you spend money on search engine marketing, be careful because many consumers do not click on the paid link,” he advised.

Kapur told credit union leaders to remember that everybody is using mobile technology, not just young people.

He named Delta Airlines as an example of a company that used mobile updates effectively by sending information such as gate changes to customers.

Kapur suggested that credit unions could send mobile alerts to its members about interest rate changes and financial services to keep them informed.

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