--- title: "Mobile in Financial Services: Still Lacking but Heading in the Right Direction [Blog]" description: As mobile becomes central to how consumers connect, financial services brands need to do more to reach customers and personalize their digital experiences. image: https://blog.usablenet.com/hubfs/Newsletter/newsletter-hero-bg.jpg --- - [skip to menu](https://blog.usablenet.com/mobile-in-financial-services-still-lacking-but-heading-in-the-right-direction#nav) - [skip to content](https://blog.usablenet.com/mobile-in-financial-services-still-lacking-but-heading-in-the-right-direction#main-content) - [skip to footer](https://blog.usablenet.com/mobile-in-financial-services-still-lacking-but-heading-in-the-right-direction#footer) Test the accessibility of your website for free! Try UsableNet AQA. 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[Get Help with EN 301 549 Compliance](https://info.usablenet.com/eaa-en-301-549-compliance?__hstc=181257784.2243d86205d8f41e204908d6f6578263.1725908600455.1736198093211.1736205902814.174&__hssc=181257784.1.1736205902814&__hsfp=3011104808) - Who We Serve ## Industry [E-commerce and Consumer Goods](https://info.usablenet.com/industries-e-commerce-consumer-goods) [Food Service and Hospitality](https://info.usablenet.com/-industries-food-service-hospitality) [Banking and Financial Services](https://info.usablenet.com/industries-financial-services) [Healthcare](https://info.usablenet.com/industries-healthcare) [Technology and Business Services](https://info.usablenet.com/-industries-technology-and-business-services) [Public Sector and Education](https://info.usablenet.com/industries-public-sector-and-education) ## Compliance [Canadian Accessibility Laws](https://info.usablenet.com/compliance-canada) [European Accessibility Laws](https://info.usablenet.com/compliance-europe) [Other International Accessibility](https://info.usablenet.com/compliance-international) [United States Accessibility Laws](https://info.usablenet.com/compliance-united-states) 2026 Midyear report on digital accessibility lawsuits in the US [Download Now](https://info.usablenet.com/2026-midyear-report) - [Pricing](https://usablenet.com/pricing) - [Blog](https://blog.usablenet.com/) - [About Us](https://usablenet.com/about-us) [Get a Demo](https://info.usablenet.com/contact) # Mobile in Financial Services: Still Lacking but Heading in the Right Direction \[Blog\] **By** [UsableNet](https://blog.usablenet.com/author/usablenet-1) on Feb 23, 2015 **Topics:** [UX Research & Design](https://blog.usablenet.com/topic/ux-research-design) 0 Comments - - - ![Mobile in Financial Services: Still Lacking but Heading in the Right Direction \[Blog\]](https://blog.usablenet.com/hubfs/Newsletter/newsletter-hero-bg.jpg) As mobile becomes more central to how consumers connect with brands, financial services companies need to do more to reach customers and personalize the digital experience. Legal and compliance issues hinder financial service providers from leveraging channels like social media, a significant touchpoint in customer engagement. Leading Financial Services brands are executing digital strategies to engage customers. Regions launched their Regions 360 program [to improve overall service quality](http://www.bizjournals.com/birmingham/blog/2012/12/regions-growth-strategy-a-look-at-its.html)[.](http://www.bizjournals.com/birmingham/blog/2012/12/regions-growth-strategy-a-look-at-its.html) “Built around getting a holistic understanding of a customer’s financial situation and goals,” Regions 360 allows the brand to offer customers help, advice, and products to address their needs across channels. Part of the Regions 360 launch involved opening a social-dedicated telephone line where trained representatives focused on addressing customer service concerns expressed on social media. Now, regardless of medium, customers can be serviced directly. On mobile, Regions launched a mobile app to experiment with [gamification as an engagement tactic](http://www.americanbanker.com/news/bank-technology/can-a-golf-game-raise-millennials-financial-iq-regions-thinks-so-1072186-1.html). The Regions Scholar Athlete Game is an app that simulates a game of golf while teaching young adults about budgeting and other finance-related topics, allowing Regions to experiment with new marketing technology and educate customers on financial literacy. With these innovative efforts, Regions educates and guides its customers on mobile. According to [Deloitte](http://www2.deloitte.com/us/en/pages/financial-services/articles/dcfs-mobile-in-financial-services.html), the recent U.S. financial crisis wore out the consumer trust in financial services brands and, “the need to rebuild trust through performance is increasingly apparent.” Financial services companies have responded by revitalizing their brands to earn the trust of a wider range of customers. Brands such as Prudential have seen 50% of traffic coming from mobile, while others like ACE Insurance have begun to leverage the cloud for direct sales of insurance, aiming to target millennials. Financial Services brands need to focus on creating positive experiences, which must stem from putting the customer at the center of their strategy. Tips on creating customer-centric experiences: 1. **Improve the customer experience across all devices:** Users want to engage with brands across every screen. Be available and consistent on every touchpoint, and offer users the opportunity to reach your brand at every step of their journey.   2. **Understand your end user:** Recognize that retail has influenced customer expectations for mobile. Take consumer context into account when engaging with your audience and    offer them personalized offers for a positive customer experience.   3. **Design with defined use cases:** Content is key to a great experience, and the power of curation should not be underestimated. A/B testing will play a crucial role in tailoring content to ensure its impact. A consistent investment in and update of customer-centric strategies will ensure an experience that is always aligned with changing user behaviors. While Financial Services brands are somewhat disadvantaged because of regulation, a personalized and user-centric strategy can ensure that brands reach beyond the limitations and engage every customer meaningfully.  ![UsableNet](https://blog.usablenet.com/hubfs/UsableNet%20Logo%20150%20x%20150.png) ### [UsableNet](https://blog.usablenet.com/author/usablenet-1) Founded in 2000, UsableNet created some of the first tools and platforms to make websites accessible and usable for all people. 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We provide accessibility solutions to Fortune 1000 companies, small and medium enterprises, government, and education organizations across industries including retail, travel, hospitality, food services, automotive, financial services, and healthcare. - - - - ### Related posts ![11 UX Web Accessibility Best Practices](https://blog.usablenet.com/hubfs/UX-Accessibility-Best-Practices%20(1).webp) [11 UX Web Accessibility Best Practices](https://blog.usablenet.com/web-accessibility-best-practices) Apr 22, 2024 ![Accessible Web Design for All Types of Vision](https://blog.usablenet.com/hubfs/IMG_2093%20(2).jpg) [Accessible Web Design for All Types of Vision](https://blog.usablenet.com/accessible-web-design-for-all-types-of-vision-guest-blog) Dec 9, 2021 ![How to Apply WCAG to Mobile (Webinar Recap)](https://blog.usablenet.com/hubfs/Pillar%20Page%20AAAS/Accessibility%20as%20a%20Service%20-%20code%20testing.jpg) [How to Apply WCAG to Mobile (Webinar Recap)](https://blog.usablenet.com/how-to-apply-wcag-to-mobile) May 26, 2021 ![How a Blind Person Uses a Mobile Device](https://blog.usablenet.com/hubfs/social-suggested-images/npr.brightspotcdn.comdims4default909f0292147483647striptruecrop7952x4472+0+0resize1760x990!formatwebpquality90.webp) [How a Blind Person Uses a Mobile Device](https://blog.usablenet.com/the-difference-in-website-accessibility-for-the-blind-in-desktop-vs) Dec 3, 2020 ### Sign Up for the UsableNet Blog ### Recent Posts ![feature image](https://blog.usablenet.com/hubfs/Beachside-min.jpg) [Hotel Website Accessibility: Check-in, Messaging, and In-Stay Barriers for Blind Guests](https://blog.usablenet.com/hotel-website-accessibility-check-in-and-in-stay-barriers-for-blind-guests) Jul 15, 2026 ![feature image](https://blog.usablenet.com/hubfs/Beachside-min.jpg) [Hotel Website Accessibility: Browsing Room Options](https://blog.usablenet.com/hotel-website-accessibility-browsing-room-options) Jul 14, 2026 ![feature image](https://blog.usablenet.com/hubfs/Registration%20-%20Midyear%20Report.png) [Inside the 2026 Midyear Numbers: The ADA continues to be the ONLY true enforcement around](https://blog.usablenet.com/inside-the-2026-midyear-numbers-where-digital-accessibility-litigation-is-going) Jul 8, 2026 ### Posts by Topic - [Web Accessibility (311)](https://blog.usablenet.com/topic/web-accessibility) - [User Experience (113)](https://blog.usablenet.com/topic/user-experience) - [ADA Lawsuits (45)](https://blog.usablenet.com/topic/ada-lawsuits) - [ADA Website Compliance (38)](https://blog.usablenet.com/topic/ada-website-compliance) - [European Accessibility Act (34)](https://blog.usablenet.com/topic/european-accessibility-act) - [Mobile Web (30)](https://blog.usablenet.com/topic/mobile-web) - [Mobile Apps (27)](https://blog.usablenet.com/topic/mobile-apps) - [Retail (27)](https://blog.usablenet.com/topic/retail) ![](https://blog.usablenet.com/hubfs/Consultation%20Icon.svg) Need to improve digital usability, accessibility or performance? 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