First Foundation Bank (FFB), part of First Foundation Inc., sought to strengthen customer relationships and grow deposits by improving its direct deposit onboarding process. Initially offering a deposit switch tool, the bank recognized the need for a more engaging, seamless experience. Partnering with MX, FFB integrated Direct Deposit with MX Mobile and personalized Insights, enabling targeted nudges that identified customers with external payroll deposits and guided them to switch easily. In under three weeks, FFB achieved 18 times more direct deposit changes than in the previous year, transforming deposit growth and positioning itself as customers’ primary bank.

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