Community bank promotes its mobile personal financial management app.

• Position: MARKETING NEWS

STAR FINANCIAL BANK (ASSETS: $1.6 BILLION), FORT WAYNE, IND., is the latest example of a bank offering a mobile personal financial management (PFM) tool. The PFM is branded as Touch.

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The bank otters the PFM tool for free to its online banking customers. Customers can aggregate all of their accounts in one place, view budgets, categorize and track spending, and print and email specific transaction information or financial reports. Customers can manage their finances anytime from both desktop and mobile devices.

The bank promoted the tool through an advertising campaign that included TV, movie theater screens and online ads. The bank deployed iPads throughout its...