H&R Block banks on mobile for customer loyalty

Share this content:

H&R Block is offering mobile phone banking to its Emerald Card cardholders in a move to improve customer relationships and boost loyalty. The mobile service is provided by Metavante Mobile Financial Services and powered by Monitise Americas LLC.

Users of the Emerald prepaid debit card can now check their balances via text message and receive mobile alerts about their accounts. The mobile services are part of an attempt on H&R Block's side to improve account access and customer support, which executives believe will lead to increased loyalty and higher customer return rates for the company's tax preparation services.

“By piloting the addition of text message and balance inquiry functionality through Monitise Americas and Metavante, we will be able to continue to learn how our Emerald Card can build loyalty while meeting the specific support needs of our tax clients – giving them another reason to choose H&R Block year after year,” Kevin Morrison, assistant VP of card programs at H&R Block, explained in a statement.

The Emerald Card already offers direct deposit of tax refunds and payroll, savings account access, money transfer services and ATM access. H&R Block issued 2.6 million cards during the 2008 tax season.

In a statement, Metavante Payment Solutions group president Frank D'Angelo described the Emerald Card as an entry-level product for financial institutions — which can be used to entice non-traditional customers into traditional banking relationships.

“The ever-present nature of the mobile phone in America makes it an advantageous customer service channel for consumers already bypassing traditional financial institution channels,” D'Angelo added. “As prepaid itself becomes a mainstream financial product, using mobile phone text messaging functionality for balance inquiries can enable relationship building by allowing consumers to manage their account whenever and wherever they choose.”

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above