AUSTIN, Texas--(BUSINESS WIRE)--Malauzai, a leading provider of mobile banking SmartApps for community financial institutions, has launched SmarText capability that provides registered users with access to account balances and recent transaction history without having to perform a traditional login on the mobile application. The functionality is in use by Lubbock, Texas-based City Bank Texas.
SmarText combines the convenience and speed of text banking with the enhanced user-experience of mobile app-based banking. The function was developed in response to SmartApp usage data compiled by Malauzai that shows logging in as one of the most challenging tasks in mobile banking, mostly due to mis-typed information. City Bank Texas found this hurdle was affecting successful sign in rates. The SmartApp usage data also determined that 76 percent of mobile banking sessions are short, and users only check their balance and transaction history during the time they are logged in. To provide a better user experience, Malauzai worked with City Bank Texas to make these features easily accessible to the bank’s customers.
Since deploying SmarText, 16 percent of City Bank Texas’ mobile banking customers have activated the feature and SmarText represents 20 percent of all daily logins. In addition, login failures have declined nearly 5 percent. If the user attempts to complete any other transactions, such as a funds transfer or managing their card features, the app requires them to perform the standard login.
“Having hands-on, real-time access to our mobile application usage data is invaluable for City Bank,” said Jim Simpson, senior vice president and CTO for City Bank Texas. “We were able to directly address a customer challenge, and the result was strong adoption of the new offering, along with increased use of our mobile banking app. Creating convenience while maintaining tight security is a win for the bank and its customers, and SmarText delivers just that.”
“SmarText is a natural addition to a mobile banking application,” said Robb Gaynor, chief product officer and co-founder of Malauzai. “If you know your users are trying to get to specific information, you should move those items forward in the user experience. Malauzai is one of the only mobile technology providers to offer this type of in-depth behavioral data that provides a unique look at how users interact with the SmartApp. City Bank Texas has proven that analytics lead to action. We expect many more of our customers to benefit from the SmarText offering.”
Malauzai’s platform is based on three tenets: 1) Cool Social Banking SmartApps creating a great end-user experience, 2) an Application Management System to allow for customization and manageability of the SmartApp and 3) Mobile Analytics and Marketing to drive bank revenue via the mobile channel. Malauzai’s SmartApps are available for smartphones and tablets (iPad/Android).
About Malauzai Software
Malauzai was incorporated in 2009 in response to the growing demand in the mobile channel marketplace. As a leading-edge company in a cool town, with a focus primarily on community financial institutions, Malauzai looks to provide mobile solutions that will enhance the customer experience ultimately resulting in increased value.