Personal Bankers

Umpqua Bank, a financial services firm based in Portland, Oregon, has created an app giving customers access to personal banking assistants.

After downloading Umpqua’s Go-To app, customers can choose their banker by scrolling through profiles that include a photo and personal attributes in a Tinder-like interface. The attributes listed include professional background, expertise, personal interests and location. Once connected, customers can use their personal banker to resolve issues, discuss opportunities and listen to advice.

The platform is in line with Umpqua’s ‘human digital banking strategy’ and transforms how banks deliver a differentiated and valued customer experience.

“Our approach is grounded in a core belief that human interaction matters in banking—especially in the moments when life and money meet,’ said Cort O’Haver, Umpqua Bank’s president and CEO, in a press release.

Why it’s Hot

The app also records customer data, like conversation histories, which will help the bank better personalize services to each customer over time.

Personalization was cited as the top factor for choosing a bank, with 2/3 of respondents saying it is important that a bank used personal data to provide advice relevant to their circumstances, according to an Accenture survey.

It’s also an innovative approach towards combining human interaction and technology.