Case Study: Tennessee Valley Federal Credit Union achieves high mobile banking adoption and top app store ratings with Fiserv Mobiliti

TVFCU Drives High Mobile Banking Adoption Rates, Positive App Store Reviews Through a Multi-Pronged Marketing Approach

Tennessee Valley Federal Credit Union, a not-for-profit financial cooperative serving more than 144,000 members, partnered with Fiserv and its Mobiliti mobile banking app to address a core challenge: keeping mobile banking top of mind for branch staff and members to drive sustained adoption and engagement. With board-level support and front-line staff involvement, the credit union needed a repeatable way to introduce new members to mobile and maintain momentum after launch.

Fiserv supported Tennessee Valley Federal through Mobiliti and Mobile Adoption Services (including free marketing assets), while the credit union executed a multi-pronged marketing program—printed and digital branch flyers, email campaigns, contests, social media, local media and staff incentives. The results: 65% of new members downloaded the app within 90 days versus a 39% Mobiliti average, a 90-day active user rate more than twice that of similar institutions, and a combined app store rating and volume of ratings that rank among the top Mobiliti clients — demonstrating clear, measurable impact from Fiserv’s solution.

Tennessee Valley Federal Credit Union

Kyle Garner

eServices Team Lead