Truist looks for to gamify cost savings with mobile app acquisition

Truist Financial is developing out its mobile banking offering by obtaining the customer cost savings app Long Game.

Truist acquired Long Game for a concealed quantity, it stated in a declaration Tuesday. The $544 billion-asset bank strategies to incorporate the financing app’s “casual gaming” platform and “prize-linked savings” into its mobile banking services, according to the declaration.

Long Game permits users to connect their savings account to the app, set cost savings objectives, and make additional money by playing casino-style lottery game video games. The app “creates distinctive user experiences and financially educates along the way,” stated Ken Meyer, Truist’s primary details officer of digital channels and development.

Charlotte, North Carolina-based Truist prepares to utilize Long Game as an enhance to its office monetary health care, Truist Momentum.


“This deal is about our clients continuing to take steps toward financial wellness,” Meyer stated. He included that Long Game’s “gamification” method to customer cost savings fits within Truist’s method “to meet clients where they are and where they enjoy being.”

Charlotte, North Carolina-based Truist prepares to incorporate Long Game into its innovation using to work as an enhance to its office monetary health care, Truist Momentum.

Twelve of the app’s software application designers and supervisors, consisting of Co-creator and Chief Executive Officer Lindsay Holden, are signing up with Truist’s development group and will stay based in San Francisco.

Truist’s method to the future of mobile monetary services resembles Long Game’s method back in 2015 when its app released, Holden stated.

“We solely focused on the client experience of real financial progress — taking something that feels difficult and at times emotionally fraught and making it into something motivating, fun,” Holden stated in an emailed declaration.

Truist has actually been buying its innovation and development platforms considering that its development in 2019 through the merger of BB&T and SunTrust Banks.

The Long Game acquisition is a quote to increase engagement with Truist’s mobile banking services while trying to draw in a more youthful base of clients, stated Dylan Lerner, a senior expert for digital banking at Javelin Strategy & Research. 

But the offer likewise raises concerns about the efficiency of combining monetary cost savings with mobile video gaming, he stated.

“The big question is whether this is going to be a meaningful difference in the lives of consumers trying to save money,” Lerner stated.

“Ultimately, at the end of the day, you need [consumers] to make big financial decisions to be able to save them money,” he included. “That’s hard to gamify because it relies on the consumer making pretty significant decisions.”


A news media journalist always on the go, I've been published in major publications including VICE, The Atlantic, and TIME.

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