# Digital Finance Services The Umpqua Go-To Service Elevates Human Digital Strategy Banking By Amy Duong | Published 2018-09-13 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/umpqua-goto References: [nasdaq](https://www.nasdaq.com/press-release/umpqua-bank-advances-human-digital-strategy--with-launch-of-innovative-goto-platform-20180913-00419) & [umpquabank](https://www.umpquabank.com/) Umpqua Bank dives deep into human-focused customer service with its new Umpqua Go-To digital platform -- marking the bank's very first [human digital banking medium](https://www.trendhunter.com/trends/planites-credit-union) that is publicly available to its current and prospective users. The launch was announced today and changes the way that Umpqua delivers customer service in the banking industry. It is a free platform readily available for any cardholder regardless of what their account balance is. This service gives customers their own [dedicated personal banker](https://www.trendhunter.com/trends/aipowered-guidance) focused on their financial support. the app allows customers to select their own personal banker based on factors including expertise, personal interests, location, and professional background. Following the selection, there is a [secured chat medium](https://www.trendhunter.com/trends/lloyds-bank) that connects the customer with their chosen banker to dive into financial opportunities as well as address any concerns. ## Trend Insights (Trend Hunter) - Score: 1.9/10 - Popularity: 24% | Activity: 24% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) ## Key Themes ### Why This Trend Is Growing - **Human-focused Digital Banking:** Umpqua Bank's Umpqua Go-To platform redefines human-focused digital banking by offering customers their own dedicated personal banker. - **Personalized Financial Services:** The Umpqua Go-To platform offers customers the ability to select their own personal banker based on expertise, interests, location and background, providing a new form of personalized financial services. - **Secure Financial Chat:** Umpqua Bank's Umpqua Go-To platform offers a secured chat medium that allows customers to communicate with their personal banker, creating a secure financial chat. ### Industries Being Reshaped - **Banking:** Umpqua Bank's Umpqua Go-To platform is disrupting the banking industry by offering a human-focused digital banking medium. - **Financial Services:** The Umpqua Go-To platform is disrupting the financial services industry by offering customers a new form of personalized financial service. - **Technology:** Umpqua Bank's Umpqua Go-To platform is disrupting the technology industry by creating a new secure financial chat medium. ## Related on Trend Hunter - [Digital Banking Service Platforms](https://www.trendhunter.com/trends/mahalo-banking.md) - [Digital Credit Union Branches](https://www.trendhunter.com/trends/digital-branch.md) - [AI-Crafted Banking Ads](https://www.trendhunter.com/trends/ai-ads-by-bank.md) - [Finance-Focused Virtual Assistants](https://www.trendhunter.com/trends/new-virtual-assistant.md) - [Digital Credit Union Branches](https://www.trendhunter.com/trends/orlando-credit-union.md) - [Account-Managing Finance Features](https://www.trendhunter.com/trends/entrust.md) - [All-Inclusive Financial Super Apps](https://www.trendhunter.com/trends/financial-super-apps.md) - [Banking Super Apps](https://www.trendhunter.com/trends/bankifi.md) - [AI-Fueled Finance Apps](https://www.trendhunter.com/trends/aifueled-finance-apps.md)