To: Wayne Rumball who wrote (3820 ) 3/22/1999 12:58:00 PM From: Tom Allinder Respond to of 13776
More HCOM: By PAUL GENTILE Credit Union Times Associate Editor ATLANTA In just eight months of targeting the credit union market, HomeCom Communications here, a provider of Internet solutions for the financial services industry, has been able to attract an impressive core of CU clients. At press time, HomeCom had contracted to provide its Internet services to 53 CUs. HomeCom's CEO, Harvey Sax, told Credit Union Times that it had just inked a deal to provide its full suite of Internet services to Community America FCU, a $640 million asset CU located in Kansas City, Mo. So how is this relative newcomer making headway so quickly in the credit union market and becoming a legitimate competitor to Digital Insight and CFI ProServices? It's all about being more innovative than the innovators, said Sax. If a credit union wants Internet banking, there's twelve or more vendors out there that can do a good job. Internet banking is here and now and is an important delivery channel, but the future for credit unions will be about delivering a wide variety of products and services over the Web, said Sax. Sax said HomeCom's strategy is to wire credit unions to offer brokerage services and insurance products in addition to the traditional Internet banking services. The recent announcement by CUNA Mutual and a group of credit union CEOs to develop a national credit union-owned brokerage company is indicative of where CUs' online services will go in the future, said Sax. You can see that credit union leaders are thinking about ways to deliver stocks and mutual funds online. It's the future. Hospital Authority CU, Atlanta, has just $15 million in assets, but it will roll out HomeCom's complete suite of Internet offerings in 1999, including HomeCom's insurance marketplace, Internet banking, and one-to-one marketing component. We knew technology would be our best tool for getting services to our members in a cost efficient manner, said Anna Copello, vice president of Hospital Authority. Pricing is one area where HomeCom differs from other Internet banking providers. While most vendors charge on a per-member basis, HomeCom charges a flat-fee based on a CU's asset size and number of members. We don't see Internet banking as anything more than a call center for Internet transactions. We choose to charge a flat fee, said Blake Allen, vice president of banking services for HomeCom. If a credit union is able to sign up say 60% of their membership, they¹re really going to make out with our pricing, said Allen. Then again, said Allen, if a CU expects to only sign up 10% of its membership, a per-member pricing structure may work best. But as he said, how many credit unions embark on such an important technology project like Internet banking expecting to only sign up 10% of members? One-to-one marketing will be another key component of a CU's Web site in the future, said Sax. HomeCom¹s one-to-one system, Harvey, can integrate with a CU's legacy system and Internet banking system to provide member profiles CUs can use to do target marketing. Every time a member accesses a CU's Web site their profile can be updated depending on where the member went. HomeCom has been successful in marketing to both banks and CUs, but Sax sees defined distinctions between the two financials. Credit unions have a real advantage, they have a loyalty to their members that makes them more open to new technologies and services that make their members' lives easier, he said. Surprisingly, Sax also said that CUs seem more open than banks to utilizing HomeCom's insurance component that allows members to purchase insurance products via their CU's site. As for high technology, HomeCom has it. Its Personal Internet Banker product is OFX (Open Financial Exchange) compliant; integrable with popular personal financial software products from Microsoft and Intuit; and incorporates security features provided by the Microsoft Internet Finance Server Toolkit (MIFST) to handle data integrity. HomeCom is also ahead of many companies in developing and managing intranets and extranets. HomeCom was recently named to Internet Computing¹s list of Top 20 Internet Consulting Firms. Internet Computing, formerly ZD Internet Magazine, is a Ziff-Davis publication. HomeCom's Personal Internet Banker product was awarded Best in Class at the 1997 Internet Commerce Expo.