Skip to content

Amy L. Hanna Keeney

Partner in Charge, Atlanta and Financial Services-Regulatory & Compliance Team Leader

Financial Services Regulatory / Operations

  • Overview
  • Recognitions
  • Representation
  • Publications
  • Insights

Overview

Amy L. Hanna Keeney is the Financial Services Regulatory and Compliance Team Leader and Partner in Charge of the Atlanta office of Adams & Reese. She provides strategic legal counsel to banks, credit unions, fintech companies, and non-bank financial service providers of all sizes and helps them develop, launch, service, manage, and wind down innovative financial products while maintaining full compliance with state and federal regulations. 

Amy regularly advises clients on navigating complex regulatory frameworks governing digital banking, Banking-as-a-Service (BaaS) platforms, and emerging financial technologies. She helps institutions assess and mitigate regulatory risks associated with new product offerings, vendor partnerships, and third-party relationships. Her regulatory knowledge encompasses key statutes, including the Truth in Lending Act (TILA), the Equal Credit Opportunity Act (ECOA), and the Fair Credit Reporting Act (FCRA). 

As a Certified Information Privacy Professional (CIPP/US), Amy provides strategic guidance on financial privacy rights and third-party risk management, and she ensures clients adhere to evolving data privacy laws and security best practices. Amy frequently collaborates with compliance officers, legal departments, and fintech executives to design and implement compliance programs that align with business goals and withstand regulatory scrutiny. 

In addition to her legal practice, Amy serves as Vice-Chair of the American Bar Association’s Fair Access to Services Subcommittee, a subcommittee of the ABA’s Consumer Financial Services Committee, where she leads discussions with regulators, industry attorneys, and consumer advocates on emerging trends in consumer financial services. 

Based in Atlanta, Amy is a proud supporter of the Atlanta Volunteer Lawyers Foundation. Outside the office, Amy is an avid home cook.

Loading PDF...

Education

  • University of Florida Levin College of Law, J.D. cum laude | 2010
  • University of Florida, B.S. Journalism magna cum laude | 2007

Bar Admissions

  • Georgia
  • Florida

Court Admissions

  • Georgia Court of Appeals
  • Georgia Supreme Court
  • United States Court of Appeals for the Eleventh Circuit
  • United States District Court for the Middle District of Georgia
  • United States District Court for the Northern District of Georgia
  • United States District Court for the Southern District of Georgia

Related Services

Recognitions

  • Leadership Council on Legal Diversity Fellow, 2024
  • Georgia Rising Stars® (by Thomson Reuters) Consumer Law, Technology Transactions 2017-2024
  • Florida Law Review, Executive Editor

Education

  • University of Florida Levin College of Law, J.D. cum laude | 2010
  • University of Florida, B.S. Journalism magna cum laude | 2007

Bar Admissions

  • Georgia
  • Florida

Court Admissions

  • Georgia Court of Appeals
  • Georgia Supreme Court
  • United States Court of Appeals for the Eleventh Circuit
  • United States District Court for the Middle District of Georgia
  • United States District Court for the Northern District of Georgia
  • United States District Court for the Southern District of Georgia

Related Services

Representation

Financial Services Regulation and Compliance

  • Assisted several financial institutions with risk assessment and due diligence related to new consumer products and services, relationships with fintechs, and providing Banking-as-a-Service
  • Created and assisted with implementation of financial institution’s third-party vendor management policy
  • Assisted financial services provider with efforts to bring in-person application process online
  • Assisted financial services startup with assessment of risk exposure related to expanding business throughout U.S.
  • Assisted financial services startup with recommendations related to state licensure throughout U.S.
  • Served as outside consumer regulatory counsel for several financial institutions and service providers and provided real-time counsel regarding various operational issues involving federal consumer financial protection regulations
  • Created and assisted with implementation of financial institution’s enterprise-wide data retention policy
  • Assisted financial institution with comprehensive revamp of its consumer dispute processing platform, including detailed review of dispute processing policies pursuant to the Fair Credit Reporting Act (FCRA), Real Estate Settlement Procedures Act (RESPA), Regulation X, Regulation Z, and Regulation E
  • Assisted financial services provider with review and revamp of its Anti-Money Laundering and Office of Foreign Assets Control (OFAC) policy

Privacy

  • Reviewed several financial institutions’ standard initial and annual privacy notices for compliance with the Gramm-Leach-Bliley Act and state financial privacy statutes
  • Counseled financial services provider during its efforts to stand up a text and email notification program that is compliant with federal and state privacy statutes
  • Revamped financial institution’s policy regarding release of financial data pursuant to federal Right to Financial Privacy Act and created forms for implementation thereof
  • Assisted financial services provider with efforts to revamp its information security program to address FTC Safeguards Rule

Information Management

  • Assisted financial services provider with comprehensive audit of its credit reporting and credit reporting dispute processing policies and practices
  • Guided national tech company through acquisition of startup app platform geared toward acquiring child data and assisted client with analysis of application of Children’s Online Privacy Protection Act (COPPA) and The COPPA Rule to data acquired by acquisition

Data Breach Response

  • Counseled several organizations of varying sizes through data breach incidents, including incident analysis and breach containment, incident disclosure (i.e., notification in compliance with all regulatory requirements), loss mitigation and remediation

Financial Services Litigation

  • Successfully voided a three-year-old $300,000 default judgment obtained by consumer against a national mortgage servicing client in South Georgia
  • Successfully defended a national mortgage lender in a lawsuit involving an erroneous legal description within a valuable REO parcel's chain of title by obtaining summary judgment in lender's favor on negligence, gross negligence, and unfair business practices claims
  • Successfully defended a national bank against a consumer's FCRA claim by obtaining summary judgment in bank's favor and addressing issue of first impression in the U.S. Court of Appeals for the Eleventh Circuit
  • Successfully defended national indirect auto lender against tort claim brought by consumer arising out of lender's alleged violation of automatic stay

Education

  • University of Florida Levin College of Law, J.D. cum laude | 2010
  • University of Florida, B.S. Journalism magna cum laude | 2007

Bar Admissions

  • Georgia
  • Florida

Court Admissions

  • Georgia Court of Appeals
  • Georgia Supreme Court
  • United States Court of Appeals for the Eleventh Circuit
  • United States District Court for the Middle District of Georgia
  • United States District Court for the Northern District of Georgia
  • United States District Court for the Southern District of Georgia

Related Services

Publications

Education

  • University of Florida Levin College of Law, J.D. cum laude | 2010
  • University of Florida, B.S. Journalism magna cum laude | 2007

Bar Admissions

  • Georgia
  • Florida

Court Admissions

  • Georgia Court of Appeals
  • Georgia Supreme Court
  • United States Court of Appeals for the Eleventh Circuit
  • United States District Court for the Middle District of Georgia
  • United States District Court for the Northern District of Georgia
  • United States District Court for the Southern District of Georgia

Related Services