Backbase, the Bank 2.0 specialists, today launched the Backbase App Store together with Strands Personal Finance and Thomson Reuters at FinovateSpring in San Francisco. Finovate is a series of unique conferences that showcase the most cutting edge innovations in financial and banking technology.

Commenting on the launch Frederik van den Broek, Product Manager Online Finance at Strands said, “Strands Personal Finance is very much aligned with Backbase’s commitment to personalization and a superior online customer experience. We believe that our PFM (Personal Finance Management) functionality is complementary to Backbase in delivering an enhanced customer experience that can have a substantial effect on the bottom line.”

The App Store is one of the major innovations within Backbase Portal Manager, the e-business dashboard, that helps professionals to optimize their Bank 2.0 Portal. Its integration capabilities enable Backbase customers to offer more personalization to their clients on the financial management, content, news and research fronts. In addition to a banking customer’s own applications the App Store contains Backbase, and third-party, applications.

“In today’s Web 2.0 world, banks need to offer a superior online customer experience that goes way beyond offering an online transaction capability alone. In order to be customer-centric and optimize the online customer journey, financial services firms need to be able to create theright blend of functionality and content to serve their customers in a more personal way” commented Jouk Pleiter, Backbase CEO.

Backbase, which recently opened an office in New York to better assist its US clients, helps financials to engage with their customers and deliver a superior online experience. Its Bank 2.0 portal includes a customer experience layer that sits on top of a customer’s existing platform, and enables them to reuse legacy IT infrastructure and systems while providing a more personalized experience. In addition to giving e-business professionals the control that they need with Portal Manager, Backbase’s platform works across all devices to make sure services can be accessed anytime and anywhere.