As Americans continue to accelerate their adoption of mobile banking tools, the U.S. Bank Mobile App has been ranked No. 1 in customer service features in Business Insider Intelligence’s fourth annual US Mobile Banking Competitive Edge Study. U.S. Bank also ranked No. 2 overall.
The study measured how U.S. financial institutions stack up when it comes to offering the mobile banking features customers value most, writing: “U.S. Bank earns the top spot in the Customer Service category. The bank beats the competition by offering all seven of the category’s tools, including the two most popular ones: the ability to converse with a human agent via chat and in-app authentication when calling customer service. […] U.S. Bank also rolled out a virtual assistant this summer.”
It was an important factor in the overall ranking, with the study noting how the bank’s strong investment in its new mobile app is paying off: “This year’s biggest news is how the insurgent U.S. Bank demonstrated a return on the steady investment in the mobile app it overhauled in April 2019: It took second place, up from 11th last year.”
The report weighted each mobile banking feature based on how much surveyed customers say they value them. It noted that U.S. Bank introduced a number of new tools to enhance its app this year, including the ability to request to stop payments on debit, check or ACH payments, as well as to get a credit score in-app.
They’re only the latest accolades for the U.S. Bank Mobile App. S&P Global’s 2020 US Mobile Banking Market Report also just released found that U.S. Bank had the most features in its app of any national or large regional bank, tied for first with one other bank. Kiplinger also recently ranked U.S. Bank #1 for digital mortgage lending tools, as well as the top mortgage lender for ages 18-34.
The honors come as Americans increasingly lean on digital tools, with Business Insider Intelligence finding 79.5% of respondents who have used mobile banking say it is the primary way they access their bank account, and 74% say they would research a bank’s mobile features before opening an account. According to the report, “Over 45% of respondents now identify mobile as a top-three factor that determines their choice of financial institution, making it the second-most important factor behind fees.”