A new app could have implications for credit union financial advisors’ client communication strategies, particularly for their millennial members. Tribe is a video messaging app that allows users to record a 15-second video and send it to other users. It was initially launched in August 2015, and has more than 500,000 users who have collectively sent approximately 50 million messages.

In the past few weeks, the app introduced augmented messaging, which uses natural language processing and voice analysis to create “magic words”: keywords drawn from the spoken message that allow the recipient to take an action like visit a webpage or create an event in their calendar.

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