DIRECTO, INC., Paycard User Study Reveals Key Customer Needs--First Study of its Kind in the Paycard Industry

Directo and QualPro's four month study of Directo customers yields keys to customer retention. Millions of employed, but unbanked, individuals in the US can benefit from an FDIC-insured Directo paycard account, and with this study Directo has gained insight into the financial needs and desires of this undervalued market segment.

(PRWEB) March 28, 2006 -- Directo, a leading provider of paycards for unbanked consumers, announces the completion of a customer study fielded by multivariable testing firm QualPro, Inc.

The four month study of Directo customers revealed key insights into what account holders need from their paycards and from their service providers.

According to Bob Howe, President and CEO of Directo, the study validated the firm’s understanding of the market while providing new insights into consumers’ needs. “We’re very encouraged by the results of the study. Early results have confirmed that we are on the right track as far as marketing to our customers, but the greatest value is clarifying further what card holders want from their cards.”

Historically, industry studies have focused on the paycard functionality and HR and payroll needs rather than on the consumer. By focusing on the consumer, Directo now has a firmer understanding of this growing market from the end user’s point of view.

“There are millions of unbanked individuals living in the United States, most of whom are employed," said Directo Senior Vice President of Sales, Jim McCarthy. “Direct deposit offers such significant savings that more and more companies are turning to paycard programs for their employees. Through the results from this study, Directo can apply these insights to ensure that we continue to deliver the best paycard program and support in the industry.”

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