Mobile Lending: An Extension of the Internet Channel

Consider the impact, that mobile banking will have on something as basic as Internet loan applications. Consumers prefer experiences that are optimized to their smartphones, as indicated by the fact that 24% of online applications come from mobile devices (smartphone or tablet) for credit unions with a mobile presence. According to a CUNA Mutual Group white paper, 90% of credit unions have an Internet loan application. You have to assume that these are inevitably being accessed by mobile devices with a screen about one-tenth the size of a desktop/laptop. Have you considered the user experience of your members? Is your website mobile-optimized? It’s all about content and usability!

According to Google, if your website is not mobile-optimized…

•       48% of customers will believe you don’t care about them

•       40% will go to your competitor’s website, and

•       1 in 6 will switch to another financial institution

Credit unions must meet customers where they are, through optimized channels they need and increasingly demand. This is the marketplace today; location is no longer about being at a major intersection or near the newest mall.  It means being available 24/7 and ensuring your services are both optimized and maximized for mobile access.

Non-optimized vs. optimized loan applications

Optimize your mobile access for all phones and tablets. This includes ensuring website links are easy to locate and use. Now, whether your site is optimized or not, Internet lending applications are being attempted on smartphones and tablets. Offering member-focused benefits like mobile alerts and iPad and mobile-phone-specific apps also has strong Gen Y appeal.  Alerts can also be set to notify customers of a low balance, new loan rate changes, and other features.

Other opportunities To Grow Loans Via Mobile

Social Media.

A primary means to engage Gen Y, or Millennials, is through social media.  And many credit unions have begun targeting new members through social media. There’s an opportunity to grow social media efforts that will drive sales because social media users are very likely to conduct financial transactions via smartphones.  In fact, 65% of U.S. smartphone owners use push notifications for social alerts. Social Media is also a tremendous way to engage customers and learn both their needs and their feelings toward your products and services.  In this way it is more than just a marketing tool.

Auto Loans

Did you know that 31% of consumers use smartphones during the car-buying process?  Members are using their smartphones to research the car they want to buy.  With a mobile loan application, you will enable them to continue the auto buying process to obtain the loan – possibly while they are still on the lot.  With a mobile loan application, members can apply for loans anywhere, anytime and on any device.   

The "Smart" credit unions will think about the member's smartphones at every touchpoint.  Its the member's preferred means of information gathering and their lifeline to the rest of the world - and you're products.

Yvonne Sambrano

Sr. Lending Product Manager

EPL, Inc

Gen Y and mobile loans: Are you optimized to profit?

All credit unions are looking to increase lending, but if  you want to be successful,  you need to evolve with the newer generations.  The way you made loans 10 years ago just won’t fly with Gen Y. It’s all about faster, easier access. It’s all about smartphones. It’s all about  optimizing your credit union to grow your loan portfolio! Let’s look at two key factors that will affect your loan portfolio in the coming years, Gen Y and mobile loans.

Who is Gen Y (also known as Millennials)?

•       Born between 1981 and 2000

•       Current age is 14 to 33

•       Largest consumer group in U.S. history

•       90% use the Internet

•       75% use social networking sites

       

Millennial Expectations (faster, faster, faster)

•       Embrace emerging technologies

•       Require convenience

•       Want instant gratification

In this day and age, nothing answers the call for instant gratification and technology-linked convenience like the smartphone.

Smartphones are changing everything.

How many of you check your phone for messages, email or the latest news the first thing upon waking up each morning? Well consider this: For approximately 88 million people, the first thing they do each morning is use their smartphone. In fact, 90% of 18-29 year-olds sleep with their smartphone within arm’s reach! Smartphones are a huge wave taking over our personal and business lives. They are the next wave in lending as well. 

This reliance on smartphones is dramatically changing the way credit union members conduct their financial business:

•       Branch visits average 3-4 per year

•       Internet visits average 7-10 per month

•       Mobile visits average 20-30 per month

Branch visits are down; mobile visits are way up! The shift toward mobile banking is upon us and the  number of people who buy via mobile device will increase 65% between now and 2016.     

Credit unions cannot afford to ignore the Millennials.

“Their collective buying power alone—an estimated $200 billion annually—is already noteworthy and will only increase as they mature into their peak earning and spending years,” report Jeff Fromm and Christie Garton in their book, “Marketing to Millennials: Reach the Largest and Most Influential Generation of Consumers Ever.” If you don’t offer a mobile means to access loans, you are missing out on a huge demographic: Generation Y. What  is your  credit union doing to cater to them? Mobile lending is here. Are you ready for it? Not having a mobile optimized loan application can cost you 25% of your online volumes. How are you preparing for the mobile needs and expectations of your members? What credit union products and services could/should be delivered to mobile devices?  If you have not already considered these questions,  you should!

Yvonne Sambrano

Sr. Lending Product Manager
EPL, Inc

Attracting and Retaining Gen Y Employees

By 2025, millennials (those born between 1981 and 1995) will account for 75% of the U.S. workforce.  Don’t wait until then to start planning for their arrival in your business. Take a close look at how millennials work in order to understand how to work with them.

As employees hailing from Generation Y, they have the ability to be a positive influence on the culture of a workplace based on their enthusiasm for networking and collaboration. They can assist current leaders with newly emergent challenges. They desire to join the succession pipeline for their supervisors’ positions because they have high expectations of themselves. They want to be challenged and make meaningful contributions right away. They want opportunities to use the knowledge, skills and talents they have to solve problems, innovate and lead.

Millennials have gotten a bad rap.  They are perceived as entitled, insubordinate, lazy and ungrateful.  However, the truth is that they are anything but. More than any other generation, millennials want to make a difference, and they’re willing to put in a lot of time and energy to do so. In addition, they do what their managers tell them to do more frequently than those of any other age group. 

To make better connections with millennials, keep these ten (10) tips in mind:

1. Let go of your stereotypes and focus on their positive attributes.
2. Pair them with executives who can support their careers while having millennials teach executives about new technologies.
3. Focus on their results more than where and when the job gets done.
4. Use social networks to engage them — not to just post jobs.
5. Don’t restrict Internet usage; if you block social networks, they may not want to work for you.
6. Establish internal hiring programs to give millennials — and all members of your workforce —opportunities for growth.
7. Align your company’s message to a cause to give them a sense of fulfillment at work.
8. Sit down with them and be open about the company’s health, their performance and the future of your group. They will trust you in return.
9. Millennials want to make a major impact at your company, so give them the tools, support and resources to do so.
10. Develop gamification applications to engage millennials and build your brand.

Other Takeaways:

•    #1 Complaint?  Hearing you say, “When I was your age…”
•    No news is bad news.  Feedback is essential.
•    Technology allows work and personal life to overlap.
•    Remember. They can’t imagine being as old as you are. 

Generation Y wants to keep learning and be developed incessantly.  Every single day more than 10,000 baby boomers reach the age of 65. That is going to keep happening every single day for the next 19 years. Generation Y is in the pipeline to replace them all, but they can’t prepare themselves without proper mentoring, development and succession planning.  Ask yourself and your company leadership this question: What are you/we doing to help our company prepare for the future?  The times to act is now, and keep the lines of communication open.

Cathy Hulsey

VP-Human Resources

EPL, Inc.

If It Looks Like a Big Bank, Acts Like a Big Bank, Then It Must Be …

In my earlier three part blog I discussed:

1. The evolution of credit unions and the direction we can expect to continue
2. Banking in the information age which revolves around concepts and data provided by Brett King. If you have not read Bank 3.0 by Brett King, I highly suggest you consider reading his book
3. Four behavioral disruption phases and each phase is disruptive enough to be a game changer in banking

I can continue to provide data, statistics and information to further support the three premises, but more importantly what are you going to do to address the new expectations on your members? Particularly those members under 40 years old, and how are you going to attract them to your credit union. 

The 18 to 35 age bracket is collectively known as the Millennials. Millennials now make-up the largest age segment of our population, passing the baby boomers. If you don’t have a plan to meet their banking needs then get ready to close the doors because there are lots of traditional and emerging non-traditional financial service providers that will. The good news, or bad news depending on how you have positioned your credit union, is the Millennials have a huge distrust of big banks and bankers. 

1. 71% would rather go to the dentist than listen to what banks are saying
2. 1 in 3 are open to switching banks in the next 90 days  
3. All 4 of the leading Banks are among the ten least loved brands by Millennials
4. 68% say that in 5 years, the way we access our money will be totally different
5. 70% say that in 5 years, the way we pay for things will be totally different
6. 33% believe they won’t need a bank at all
7. Nearly half are counting on tech start-ups to overhaul the way banks work
8. Millennials believe innovation will come from outside the industry
9. 73% would be more excited about a new offering in financial services from GOOGLE, AMAZON, APPLE, PAYPAL or SQUARE than from their own nationwide bank

How is your credit union positioned?  In the eyes of the Millennials are you a Bank or Bank Lite? 

In the next blog we will discuss how to address these issues and attract and retain Millennials, the life blood of your credit union.  

EPL Product Management

Data Source: Millennial Disruption Index study