The company hosted a conference call Tuesday, May 10 to officially launch and introduce the platform to the financial industry. The call will be available for replay on the Malauzai website.

Founded by industry veterans, Tom Shen, co-founder and chief executive officer of Malauzai, and Robb Gaynor, co-founder and chief product officer, Malauzai Software helps community financial institutions develop and deploy "Cool SmartApps" that are highly customer and member segmented, using proprietary technology and analytics.

"Tom and I see a great opportunity for community financial institutions and the mobile channel," said Gaynor. "Mobile applications should be focused on the end-user's experience, adding value not just simply adding convenience. Consumers rely heavily on apps to manage their lives. We saw a need in the financial industry to create a solution that provides a richer, end-user experience - beyond simply checking a balance or locating the closest ATM. To drive revenue in the mobile channel, banks need to be focused on the user's experience."

Malauzai's platform is based on three critical tenants designed to enhance the end-user's experience, while driving profitability within the mobile channel. The components are Social Banking, an Application Management System, and Mobile Marketing.

Malauzai Software's three revenue-building solutions:

1. Social Banking - The intersection of mobile banking and social media. Creates a unique experience that combines mobile banking, social media and "Rewards Gamification," enabling banks to increase referrals, build usage, and cross-sell new products and services.

2. Application Management System - Malauzai's mobile banking SmartApps create a better end-user experience with greater customer satisfaction. Enables banks to easily manage multiple SmartApp programs. The Malauzai AMS solution represents a new software industry vertical focused on the real-time publishing and management of SmartApps across technology platforms, providing the capability to give end users a completely customizable, segment-specific SmartApp.

3. Mobile Marketing - The SmartApp Marketing and Messaging Engine (SMME) provides a powerful framework enabling a bank or credit union to cross-sell and up-sell directly within the Social Banking experience. The engine enables banks and credit unions to create highly segmented and targeted marketing messages within the SmartApp. Through analytics, banks are able to measure marketing messages, maximizing marketing ROI and driving revenue.