It’s important to post reassurances prominently on banking websites, especially on product application pages. It helps users overcome their security and trust fears and move forward with opening new accounts online.
Often the explanations of guarantees are full of legalese and exceptions in the fine print, reducing their effectiveness. But M&I does a good job with concise and easy-to-comprehend copy (see second screenshot).
Here are the four parts to the guarantee, taken directly from the website:
- Zero Liability Protection: You will not be responsible for any withdrawals which result from unauthorized online access to your personal M&I deposit accounts.
- Bill Payment Promise: If we fail to process a payment in accordance with your instructions, we will reimburse any late charges assessed by the payee.
- Security Commitment: We use data encryption to protect you when applying for accounts, conducting transactions or paying bills online.
M&I also includes a short section outlining the customer’s responsibility to monitor their account and safeguard passwords.
We congratulate both the bank’s product group, and its attorneys, for keeping legal language to a minimum .
M&I Bank’s Platinum Checking application (7 June 2009)
M&I Bank’s Online Guarantee page (link), 7 June 2099)
1. For more info, see Online Banking Report: Opening Accounts Online, published June 21, 2009.