In a February 2019 report, Mintel cited Ally Home for prioritizing quality customer service. “As a bank that exists exclusively online, Ally makes it a priority to provide human touch points to their home mortgage service,” said Christina Han, a Mintel associate research analyst. “This way, consumers feel comfortable knowing a person is there to address their needs, and to be a lifeline for any issues they might have.” Han also pointed out that consumers are more likely to trust brands with which they have a personal connection. “By providing custom tailored reports, financial advice and personal insights, Ally shows a heightened focus on personal relationships with their customers,” said Han.