Mobile banking is more than just a banking channel these days. Due to its increasing user friendliness, intuitiveness and comprehensiveness, it has become mainstream and grown into credit unions' primary hub for member transactions and activity, experts said.

"Mobile is becoming the primary channel," Dan Weis, senior product manager for mobile banking at the Duluth, Ga.-based Digital Insight, an NCR company, said. "When [credit unions] think how they can offer value for members, and how they can still differentiate and represent their brand, it is about mobile."

Digital Insight recently introduced Android Fingerprint ID to its mobile banking app in an effort to make the app easier to use by removing friction and the use of passwords from the mobile banking login process.

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Android Fingerprint ID is one of the three biometrics solutions, which also includes Apple Touch ID and EyeVerify's EyePrint ID, delivered through the Digital Insight platform.

The $1.3 billion, Phoenix-based Arizona Federal Credit Union, which now uses all three Digital Insight biometric methods, went live with Android Fingerprint in February. Biometrics is a part of Arizona FCU's heavy focus on online and mobile banking.

"Right now we are a brick and mortar institution with a digital channel heading toward a digital-first financial institution with a brick and mortar channel," Eric Givens, senior director of digital banking at the credit union, said.

Seventy-five percent of the credit union's 120,000 members are active online banking users; half are active in mobile banking and 30,000 of its members only use the mobile channel.

Arizona FCU mobile users can check their balances without logging in, complete bill and P2P payments, skip a bill payment, make mobile deposits, add purchase rewards, control card preferences, and access Apple Pay, Android Pay, Samsung Pay, the Apple Watch and Android wearable devices. Soon, members will be able to originate loans via the mobile channel.

Another Digital Insight customer, the $695 million, Beaverton, Ore.-based Rivermark Community Credit Union, said it often responds to member demands for more innovative services and convenient account access. Its upgraded online and mobile banking system now supports two Oregon credit union firsts: EyePrint ID and mobile banking via smartwatch (Apple and Android). Rivermark already offers Apple Touch ID.

"We're proud to be the first credit union to offer both the biometric eyeprint login as well as the smartwatch integration," Robert Mills, vice president of technology for Rivermark, said. "We've been deliberate in selecting technology that continues to expand and enhance the convenience of banking with Rivermark."

Mills explained, "If you want to come into the branch we are happy to see you, but if you don't want to come into a branch, we want to give you that option to do it remotely."

Rivermark said it expects mobile devices to continue serving as a central hub for members and become more important.

"A mobile first approach to delivering financial services is part of our strategic plan to serve members more efficiently," David Noble, vice president of marketing for Rivermark, said.

Lee Butke, president/CEO for the Columbus, Ohio-based, $3.7 billion Corporate One Federal Credit Union, said the corporate's current, primary goal is to help credit unions acquire accounts, make those accounts profitable and deepen relationships as quickly as possible.

Member acquisition is one area of interest for Corporate One: Its Member Acquisition Experience product line includes an account opening platform that works online, in the branch or via a mobile device. It also includes a product that helps new members securely switch existing automated debits and credits to their new credit union account.

Next on Corporate One's agenda is developing a total mortgage acquisition. This will take members through the application workflow, the validation point, the credit bureau, required compliance checks and funding, as well as solidifying the relationship by capturing a signature on the screen.

Read the latest on mobile banking trends in the April 13, 2016 print issue of Credit Union Times.

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Roy Urrico

Roy W. Urrico specializes in articles about financial technology and services for Credit Union Times, as well as ghostwriting, copywriting, and case studies. Also: writer/editor of a semi-annual newsletter for Association for Financial Technology since 1997 and history projects funded by the U.S Interior Department, National Park Service and Warren County (N.Y.).