Mobile banking is like email on your phone. SmartBank is like a map on your phone; it changes the way you interact with your data, making it easy to understand things like:

• How much you spent on clothes last month

• Your largest spend was H&M

• That your bills are all due next week

• Most of your outgoings are by card (not cash, like you thought…)

• That the first week after paycheck sees most of your outgoings…

Available on iPhone and Android, SmartBank gives consumers insights that they might never have come to by themselves.

Following the launch of the app, marketing campaigns (including one aptly themed ‘checkingyourbankbalanceaphobia’) were implemented via branches, email and social media, helping drive app downloads and subsequent consumer engagement.

The app has now reached 80,000 downloads, generating more than 7,500 interactions every day. App store reviews have an average rating of five stars; or 4.5 on Google Play. User profiles have shown that the app is being used by notoriously hard-to-reach demographics such as young males.

The introduction of SmartBank has also led people to start commenting on and sharing their banking experience on social media, highlighting the level of innovation that the service represents.

What the success of SmartBank shows is that even in an industry as complex as banking, and delivering information as potentially complicated and confusing as spending, it’s possible to create a truly ‘human first’ experience.