EXCLUSIVE—Consumers are impatient, and growing less and less inclined to fill out the long forms necessary to apply for a loan, mortgage, or other financial service.

This is why banks need to use their treasure troves of data to make sure they don’t need to, Andy Hernandez, executive vice president and head of digital banking for Regions Bank, told Bank Innovation.

Regions, a bank with $124 million in assets, is focusing on consumer research “more than ever before,” when it comes to innovation, said Hernandez, something which has led the bank to simplify many of its digital services, including lending and mobile apps.

“When we designed [our] online mortgage app, we reduced the number of questions by 50%,” Hernandez told Bank Innovation by way of example. “When you think of your customer experience, you used to be talking about minutes, now you’re talking about seconds.”

Regions bank currently has two and a half million digital customers, Hernandez said. Though the bank is “deliberately” not categorizing these users into those who prefer desktop and those who prefer mobile, there are certainly “some subjects within the two and half million” who are conducting their banking exclusively on a mobile device, he said.

The company will continue to upgrade the features of its mobile app this year, Hernandez said, including its digital lending features, mortgages, and its PFM tools, he noted. For these areas, the bank currently partners with several fintechs, including marketplace lender Avant and white label PFM provider Geezeo.

“We have a [PFM] section called Insights, where we’re starting to do more budget planning, etc, with Geezeo,” Hernandez said, adding that the company’s partnership with Avant will continue to inform its consumer lending services.

As well as upgrading its services, Regions—like many other banks—is taking a closer look at its data security.

The company is also “talking to some fintech firms” about providing further authentication in its digital offerings, Hernandez said, though he could not name any of the potential candidates at this time.

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