UMB Acquires CardPartner

UMB Acquires CardPartner Affinity Card Service from Serverside Group


Company Release - 05/10/2010 16:05


KANSAS CITY, Mo.--(BUSINESS WIRE)-- UMB Bank, n.a., the lead bank of UMB Financial Corporation (NASDAQ: UMBF), announces the acquisition of CardPartner from Serverside Group. The agreement was signed in the first quarter 2010 and terms of the deal are not disclosed.

The acquisition is a natural evolution of the relationship between UMB and CardPartner. In 2008, the two companies partnered to create a free, customized affinity Visa® credit card program for organizations and not-for-profits of all sizes. UMB has been the issuer and financial custodian of the credit cards, which assist not-for-profit organizations in raising funds via use of the cards.

“UMB is excited about the growth potential of CardPartner’s business model that offers organizations a simple, yet robust fundraising service,” said George Schmelzel, senior vice president of UMB Credit Card Services. “We have seen an increasing number of organizations utilizing this revenue generating program and we continue to experience growing demand for CardPartner’s turnkey solution.”

Doug Davis, vice president of CardPartner business development added that, “Directly aligning our services with a stable and experienced bank in the credit card industry solidifies a tremendous fundraising service for non-profit organizations. As a result of this acquisition, customers will experience no changes and we remain committed to providing the same level of service and dedication as in the past.”

Adam Elgar, President, Serverside Group, said, “The CardPartner business model has huge potential and UMB is perfectly placed to take the company forward. We felt it was important to focus on our own core business, which is to innovate and invest in the future of digital payment cards.”

CardPartner’s current team will remain in place working from their New York City office.

About UMB:

UMB Financial Corporation (NASDAQ: UMBF) is a financial services holding company headquartered in Kansas City, Mo., offering complete banking, asset management, health spending solutions and related financial services to commercial, institutional and personal customers nationwide. Its banking subsidiaries own and operate 135 banking centers throughout Missouri, Illinois, Colorado, Kansas, Oklahoma, Nebraska and Arizona. Subsidiaries of the holding company and the lead bank, UMB Bank, n.a., include mutual fund and alternative investment services groups, single-purpose companies that deal with brokerage services and insurance, and a registered investment advisor that manages the company's proprietary mutual funds and investment advisory accounts for institutional customers. For more information, visit umb.com or follow us on Twitter at @UMBFinancial.

About CardPartner

CardPartner specializes in helping U.S.-based membership organizations and charities create custom Visa® credit card programs. CardPartner is owned and operated by UMB Bank, n.a., the lead bank of UMB Financial Corporation (NASDAQ: UMBF) – a financial services holding company headquartered in Kansas City, Mo. Visa® credit cards offered through CardPartner are issued by UMB Bank, n.a., and the bank approves credit decisions, grants credit, and manages the administration for card programs offered by CardPartner.

About Serverside

Founded in 2003, Serverside Group is the global technology leader in digital card design and a provider of innovative software solutions to issuers, personalization bureaus and card manufacturers. Serverside has built a market-leading position by running more than 1,000 card programs through its network of approximately 200 card issuers in 23 countries. Its clients include: RBS Group, Banco Sabadell, ING, Permanent TSB, ANZ, BMW, KBC, Fortis, Eurobank, First National Bank Omaha and Heritage Building Society. Serverside Group is headquartered in London and has offices in New York, Chicago and Auckland. To learn more, please visit www.serversidegroup.com.



Source: UMB Financial Corporation


Contact:
UMB Financial Corporation

Steve Wujek, 816-423-6214

swujek@barkleyus.com

If at first you don't succeed...

...try, try again. We all know the cliche, but how does this apply to your card program?

We've found that our partners' key to success with their affinity credit card programs has been consistency. The organizations that continually promote their program through a variety of marketing channels have been the ones to see the greatest success. With the initial launch of your program you may have sent out an email blast announcing the program, added it to your website, or maybe posted it on Facebook and Twitter. Chances are you sparked your supporters interest in the program, which most likely resulted in submitted applications. However, the generally accepted marketing theory is that it will take at least 3 exposures to the product before a consumer will act. This is known as the effective frequency and is very much applicable to your affinity program.

Here's a simple example: After their initial, multi-channel launch, several organizations have reserved a space in their weekly e-newsletters for a gentle reminder to their supporters. Even though the card program was not the main focus of the newsletter, by having it incorporated, these organizations have seen an average of 52% more traffic to their application page on the days that the newsletters are sent. This continues to be true even 6-12 months after the program's launch, regardless of the fact that most recipients had already received information about affinity card in the past!

Another subtle reminder, which happens to be part of the marketing toolkit, is including your card program in your email signature line. By having a quick call to action and link to your online application complete each email you are sending, you are effortlessly increasing your card program's exposure.

Card Competition

PhiladelphiaDANCE has found a great way to give their cards a new look, while re-sparking the interest of their supporters. By holding a card competition, they are getting everyone involved. This viral marketing technique has proven to drive more traffic to card programs' websites and increase the number of applications submitted.

Check out their announcement.....and then vote for your favorite card!

Why not try this out with your program!?

Winter isn't over yet....

Just in time for the last couple weeks of winter, CardPartner welcomes New York State Snowmobiling Association:

Creating a Big Splash for Sea Shepherd

Have you seen our new ad in Fundraising Success and Non-Profit Times?

Stand Out

February is here and I have finally gotten around to tossing all of last year’s Holiday cards - except one. Most were the same old thing and didn't require much effort to get rid of. Yet this particular card a friend had sent sported a picture of himself in just a Santa cap and his birthday suit (with a vase obscuring the unmentionables). Not an image I am terribly anxious to share but…

…there is a point to this. You see, I kept the card - perhaps solely for the reason of blackmail at a later date. But in short, my friend’s card truly stood out.

There’s a marketing lesson in this. Don’t follow the crowd. Be unique. Be remarkable. Be daring and find that you’re remembered.. rememberable (not a word, true, but catchy).

Try this with your card program. Here's how you already stand out:
-One of the best interest rates on the market today
-Enhanced Visa Platinum Benefits
-Custom card designs
-A competitive Introductory offer
-Partnered with the Forbes ranked #2 bank in the nation
-Rewards points

Your card is the EXCLUSIVE credit card showing support for your organization and earning money for your cause. Let your supporters know just how special this credit card is and what they are missing out on by not applying today.

Headline News! The Nation Magazine Launches Card Program

The Nation Magazine announced their new Visa Platinum Rewards Credit Card today and is quickly climbing the ranks to become one of our most popular partners!

Click here to learn more and apply for your Nation Magazine Visa!