ST. PAUL, Minn. – Affinity Plus Federal Credit Union is reporting a surge in usage of its digital banking platforms following launch of a new mobile-banking app, online-banking platform and new rewards program.
In just the first week, the credit union said, more than 90,000 members logged into its mobile-banking app and online banking in excess of 700,000 times. In all, more than 55,000 members downloaded the new app for either iOS or Android. User ratings, too, soared in comparison to ratings for the credit union’s previous app, Affinity Plus reported.
In addition, APFCU members already have redeemed more than 5.7 million rewards points for gift cards, travel rewards and various merchandise available on the new MyPlus Rewards online redemption site.
“They’ve also redeemed points for fee refunds and rate decreases,” Affinity Plus said.
“We are in a year of big changes for Affinity Plus, and we wanted digital banking and MyPlus Rewards first out of the gate because we know they would have an immediate impact,” said Teri Laufers, senior vice president of IT Operations and Development, in a statement. “We’re really pleased with the results, and how they set the stage for all that’s to come later in 2018.”
Affinity Plus said it chose not to opt for pre-built platforms, but instead to work closely with vendors to create a mobile app and online banking carefully customized to meet its members’ specific needs. It said the process to refine that look and feel included extensive focus-group testing to gauge what members liked and disliked.
“We did that, in part, because through the years members weren’t shy about saying what they didn’t like about our previous digital offerings,” Laufers added. “Honest member feedback kept us focused on creating something really intuitive and feature rich. We constantly welcome member feedback, and I can tell you we not only ask for input, but we listen and we put those comments and suggestions into action. We wanted to be better, too.”
Throughout 2018, Affinity Plus said its financial systems “journey” will continue as it upgrades technology.
“When we’re done, Affinity Plus will be more flexible, connected, stable and well-positioned for the decades ahead,” Laufers said.
Affinity Plus said it will be communicating directly with members throughout the year about the upcoming changes, as well as posting information on its website, via social media and in its branch locations statewide, she added.