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What Your Bank or Credit Union's Mobile App is Missing

Justin Smorawske


Most banks and credit unions have mobile applications of some sort, but a surprising number of these financial institutions fail to effectively user their apps to promote customer satisfaction, diminish workload and improve the overall banking experience. So, what can you do to step up your bank or credit union's mobile game?

Read on for key characteristics of successful banking applications.


Whether it's loading speed or time spent searching the page for the appropriate information, slow, inefficient applications drive away users. To combat this, take steps to improve your loading speed and think critically about the layout of your app. Research how users flow from one page to the next, and make sure that common user-flow paths are made as easy as possible to follow.

READ: How to Calculate Your Bank's or Credit Union's Share of Wallet


Bank and credit union applications are notoriously convoluted and difficult to navigate. To set yourself apart from the competition, it's important to have a mobile-first app that allows users to easily navigate through their online banking experiences without being bombarded by unnecessary offers and information. By simplifying your application as much as possible, you minimize the chance that users become confused and thus improve your user experience.

READ: How to Make the Most of Your Branch Design


While quality and usability reign supreme, it's important to remember that users want versatility from their online banking apps. As you add features, you effectively replace other applications on your customers' home screens, thus providing them with greater value. But remember—yours is a banking application. Don't attempt to layer in unnecessary features. 

Mobile Deposit

Physical checks are fading quickly, and, because of this, some banks feel that mobile deposit is an unnecessary feature to have in their banking apps. This could not be further from the truth. For banking customers in 2019, checks are inconvenient and making a run to the bank to deposit one is seen as a cumbersome task. By offering in-app mobile deposits for your institution, you'll appeal to a younger, fast moving, face-to-face-interaction-avoiding generation that simply wants to deposit their checks and get on with their days. 

Credit Score

The turbulent financial times that followed the 2008 recession have made consumers increasingly aware of their financial situations. This includes their credit scores. According to CreditCards.com, 74 percent of college students rely on their banks and credit card companies to provide them with their credit scores. 

Visual Data

In our increasingly digital world, visuals are becoming more and more important with every passing day. While Google is still dominant, more and more people turn to YouTube to find answers to their questions—making it the world's second-largest search engine. To compete against the rising tide of visual, personal-finance apps such as Mint and NerdWallet, banks and credit unions would be wise to offer visualized data in-app for their customers.

READ: 3 Technologies You Didn't Know Applied to Bank or CU Marketing

Your mobile application is important. It represents your brand as your customers move throughout their day-to-day lives, and how your customers perceive your application will reflect on how they view your institution as a whole. So, the question remains—would you rather be seen as a quick and to-the-point  source of helpful information, or a slow and complex one-trick pony? The choice is yours.

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