Ally Expands Into Mobile Banking

The latest TV commercial from Ally Bank, “Grocery,” (above) touts the brand’s "people sense" which translates into customer-centricity as good business sense, specifically, Ally’s Raise Your Rate CD, one of their most popular products.

Ally Bank, a direct bank in the U.S., is a subsidiary of Ally Financial Inc., and offers a full suite of financial services including 24/7 live customer care, online savings, interest checking, money market accounts, IRA Plans and products, CD’s, reimbursement of ATM fees nationwide, an Ally Perks debit card reward program, and is a member FDIC. 

"Ally Bank brand awareness has reached an all-time high throughout the duration of this campaign," said Ally Financial CMO Sanjay Gupta. "With it, we continue to see the strongest brand linkage since the Bank's launch in 2009." Indeed, Ally Bank now has over 1 million customer accounts — and it's now expanding its customer-centric offerings with the launch of Ally Mobile Banking for smartphone users.

The Ally mobile banking app, available for for Apple's iOs and Googlicious Android devices, lets users check their balance, view recent transactions, transfer money between your Ally Bank accounts and locate ATMs and cash-back locations.

Ally Bank is a subsidiary of Ally Financial Inc., founded in 1919 as the General Motors Acceptance Corporation (GMAC), a provider of financing to automotive customers. The timeline of its evolution from the first branch openings to the 2009 rebrand as Ally Bank.

The rebranding spoke directly to consumers weary of hidden checking-account fees, mortgage fine print and rising anger over bank bailouts and the looming financial crisis. Branding consultant Rick Barrera commented at the time, “The name itself is great. It simply said ‘I want to work with you and help you. It’s like walking down the dark alley with your arms up.”

The second phase of Ally Mobile Banking launches later this year with expanded capabilities including bill pay, Ally eCheck Deposit, and transfers outside of Ally Bank--to other financial institutions, or to friends and family by using Popmoney, a tool for sending money without checks or cash.

According to Ally, current brand awareness is at 45%, a 35% increase since the first quarter of 2010, and so far, they’ve made good on their brand promise of customer-centricity as good business.