The Liberty Bank Business Case
With digitization sweeping through the financial management experience, financial institutions need to be proactive in transitioning their businesses to the new expectations of younger customers. Ideally, FIs need to build a bridge between the very ‘name and face’ characteristics that make them unique and important institutions while also helping empower customers with the powerful digital financial tools that fintech firms provide.
In this case, a leading $4.8 billion New England bank with a 193-year history was looking to help its individual and commercial customers manage their finances and attain their financial goals with the latest in digital financial management tools powered by Geezeo.
Established in 1825, Liberty Bank is Connecticut’s oldest bank, with 55 offices throughout the central, eastern, western and shoreline areas of the state.
As a full-service financial institution, Liberty offers consumer and commercial banking, home mortgages, insurance, and investment services. Named as a “Top Workplace” by the Hartford Courant for six consecutive years, Liberty maintains a longstanding commitment to superior personal service and unparalleled community involvement.
Liberty was interested in building an innovative, holistic digital financial experience for its customers. It wanted to marry its community bank brand with the expanding opportunities digital financial management offer.
“We were noticing that a growing number of our customers were signing up for online personal financial management (PFM) tools,” said Chief Marketing Officer Patricia Jatkevicius. “We realized that there was an opportunity here for us. Not only could we add value to our relationship with our customers by giving them a tool powered by their bank, but we could also use the data to find out how we could serve them better.”
With a growing variety of online tools and apps the competition for customers’ attention is increasing. But building value into your own site is not only good for customers, but good for business.
“We decided to build our digital financial management site Money Manger and a key part of powering that was the PFM,” observed Jatkevicius. “Our best customers tend to use these tools the most – ones with higher transactions and multiple accounts. Money Manager will not only help customers budget; they’ll get better at learning how to save and make smarter-spending decisions over time. The tool will also help them be more cautious of financial risks and aware of future life events that may alter their spending habits.”
At Liberty, Money Manager for consumers is available through a tab within the Online Banking platform. Additional features such as Geezeo’s TruBiz, which empowers small business customers, and the Spend & Save application, for short-term financial goal tracking, will be added in 2018.