Truist Financial is seeing increased mobile banking adoption among its customers as it prioritizes personalized experiences. 

“You hear people talk ‘digital first,’ [but] I would actually argue it’s ‘mobile first,’” Sherry Graziano, head of digital, client experience, and marketing at Truist, told Bank Automation News. “Three-quarters of our clients are engaging in mobile as their primary channel.”

Mobile engagement has increased at Truist in the following ways: 

• Active mobile customers increased 7% year over year in the second quarter to 4.9 million; 

• Clients log into the mobile app on average 23 times per month; and 

• A reported 1.3 million customers have engaged with Truist’s AI-driven chatbot, Truist Assist, either online or through the mobile app, this year.  

With customers adopting the mobile channels, Truist sees an opportunity to increase engagement, loyalty and personalization, Graziano said. The bank looks at client data to understand the best engagement strategy. 

“We spend time talking about what is the next best opportunity to have a conversation [with a client], and what might that look like depending on each client’s needs,” she said. “We are really moving down this path of moving from campaign to conversation.” 

For example, the bank leans on data-driven insights to help consumers “stay ahead of their finances,” she said, noting that Truist can monitor when recurring charges are coming through and help a consumer, small business or commercial client prepare for those expenses.  

The most common actions via mobile banking, according to a Truist spokesperson, include:  

• Setting up recurring payments; 

• Asking questions regarding Zelle; 

• Ordering checks; 

• Disputing a charge; and 

• Replacing a debit card. 

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