Umpqua Bank’s Go-To human-digital live support platform is moving to a 24/7 service, Cort O’Haver, President and CEO of Umpqua Holdings Corporation, announced at Bank Innovation Ignite 2019 in Seattle on Tuesday. He said the decision had been made just that morning.

Access to the Go-To platform is free for the Portland, Ore.-based bank’s customers and provides them with a dedicated personal banker. After downloading the app, customers can choose their banker based on professional background, expertise, personal interests, and location. Using secured text and chat capabilities they can then connect with their personal banker to resolve issues, explore financial opportunities and receive expertise.

Umpqua in October sold Pivotus Ventures, a Silicon-Valley innovation subsidiary that helped the bank develop the Go-To platform, to Austin, Texas-based software firm Kony.

At the time, O’Haver said the sale was part of the bank’s plans to accelerate its Human Digital Banking approach through a series of strategic partnerships.

“Umpqua’s Human Digital strategy and customer-obsessed culture are clear differentiators for us,” he said in a statement announcing the sale. “Finding a smart home for Pivotus—with the capital, technical expertise and customer focus—is important for Umpqua moving forward, and Kony is a terrific partner.”

Also see: Kony’s Deal with Umpqua to Acquire Pivotus Ventures Was Aided by ‘Cultural Affinity’

During his Fireside Chat with Bank Innovation CEO JJ Hornblass on Tuesday, O’Haver said his bank simply can’t compete with the likes of JPMorgan Chase when it comes to technology spend, but that he has more freedom to pick his battles carefully. The goal, he said, is to continue adding customers in Umpqua’s market.

“If I can get one more customer than JPMorgan is getting in the communities I’m serving, I’m winning,” O’Haver said, adding that if you’re not growing customers, you’re not going to make it.

He said the bank will continue innovating around the areas where it can leverage technology to provide better services with a human touch. He said Umpqua won’t be going all-digital, nor will it be adding only physical branches.

O’Haver said there are “way too many banks,” suggesting there should be only a thousand or even fewer. “We’re all fighting for the same people,” he added.

He said while a bank can find ways to innovate and stay competitive without spending $100 million, if it’s doing white-label solutions for everything, it’s already behind.

Asked what his tech spend strategy is, O’Haver replied, “I spend as little as I can to get the most I can out of it.”