Bank of America might have 25.3 million active mobile users, and only 2 million of those users are using the bank’s virtual assistant, Erica, at present. That’s not even 8%.

“Keep in mind that we started the rollout earlier this year with Rhode Island, which has a relatively small population, and completed in all markets in June,” Betty Reiss, head of communications at BofA, told Bank Innovation via email. “So we are in early stages.  The number of users doubled within a one-month period to two million as of July. Considering it’s still early, this is in line with expectations and we’ve been pleased with the response.”

As mobile continues to be the preferred way people bank, customer engagement via this digital channel is becoming more and more crucial for banks to maintain customer relationships. For the customer, the expectation of engaging with their bank is more than just customer service queries. Customers expect their bank to help them maintain financial wellness, provide advice and speak their language.

Erica, which BofA launched in March, can be accessed through the bank’s mobile app only, unlike Capital One‘s virtual assistant Eno, which is accessible via mobile app and text. Erica is currently available in English, but the bank is working on adding Spanish. There is no disclosed timeline for when it will launch in Spanish. Customers can chat with Erica via instant messaging or through voice on transactions like balance check, bill pay, finding the nearest branch through the bank’s app, etc.

And in fact, many BofA customers are finding value in Erica.

One customer — Update, she’s a BofA employee — tweeted:

I just love @BankofAmerica's Erica – she is my GPS for my finances! #IWorkforBofA https://t.co/4VXkXYJLrH

— Margaret Klevins (@MargaretKlevins) August 29, 2018

Another person tweeted:

Bank of America App – They created an amazing budget tracker within the app. If you have them as a bank I would give it a try. You even get a personal assistant Erica that helps you out as well!

— George Robey IV (@CoachRobey4) August 23, 2018

But other customers don’t seem too happy that BofA is using Erica as a marketing tool.

One person tweeted:

https://twitter.com/punkflunky/status/1035004281986764801

Another person tweeted:

https://twitter.com/jebanthony/status/1035039787873263617

See how Erica works here.

Bank Innovation previously reported that since the launch of Erica, BofA saw a 2% increase in mobile users in the most recent Q2 results. During 2Q18 quarter, the bank reported 25.3 million mobile active users, and total digital users of 35.7 million.