EmigrantDirect = A Dud

EmigrantDirect.com is now paying 4.25% interest and so I just had to give it a try. Frankly, my experience has been less than stellar.

It took nearly two weeks for the entire account setup process to be completed. I honestly can't remember if ING took that long. If it did, my excellent experience with ING since that time has erased all memory of any problems or delays.

As mentioned in a previous post, ING set the bar pretty high as far as I am concerned. Maybe my expectations were unrealistic...nah, they were just fine.

I expected EmigrantDirect to not only pay a great interest rate for holding my money, but I expected an easy-to-use online account interface. Too bad for me. It's absolutely horrible. I don't expect super fancy design or lots of graphics, but I do want it to be intuitive and user-friendly. This interface doesn't cut the mustard...and if you can't cut the mustard, don't pick up the knife.

It's time for this bank to invest some marketing dollars into the account area of the web site to close the loop on its brand. A brand is a promise, and the only thing this bank's brand promises is that you will be disappointed.