Case Study: Regions Bank achieves significant digital payments growth and engagement with Fiserv

Community-Focused Marketing Drives Digital Engagement at Regions Bank

Regions Bank, a large regional full‑service bank, partnered with Fiserv to evaluate the impact of its cooperative, community‑focused marketing campaigns that donate $1 to charity for each new qualifying Zelle®, CheckFree RXP and TransferNow® transaction. Regions wanted to understand how these campaigns drove digital payments adoption, usage and retention across customer segments.

Fiserv’s analytics team measured transaction and user growth, retention, dormancy and generational engagement by comparing campaign periods to noncampaign periods and to peers. Fiserv found strong results: CheckFree RXP saw roughly 9x month‑over‑month growth (about 160% higher), Zelle® transactions rose 51% (user growth +7%), and TransferNow transaction growth was nearly 70% with user growth about 76%; dormant users decreased and first‑time bill‑pay retention improved (~11% higher), while 29% of new bill‑pay users were millennials. The campaigns also helped raise about $225,000 for charity and demonstrated measurable marketing ROI for Regions.

Regions Bank

Tim Mills

Executive Vice President