— Michelle Spellerberg ,

Vice President of Digital Strategy and Innovative Growth

Banks set the rules , which often weren ’ t known to the customer until they were used against them ,” Mooney says . “ Since product , price and promotion were generic , there was no particular benefit to switching institutions , which , along with the hassle , resulted in tremendous relationship inertia . Previously , you were limited to only financial institutions that had a branch in your area . Now , those geographic boundaries are eroding .”

According to Mooney , the new dynamic of banking centers around the web , which has changed how customers have access to services . In addition to improving time and place convenience , digital banking enables transparency and efficient price discovery .

Michelle Spellerberg , the company ’ s Vice President of Digital Strategy and Innovative Growth , says Alliant has a different approach to technology transformation . “ In banking in general , people still think of digital transformation as technology or systems – new apps and cool features . For Alliant , our priority is about making the lives of our members as simple as possible by solving problems for them through technology ,” Spellerberg says . “ It ’ s about easing the difficulties of day-today banking through technology , while a lot of companies are still out there

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