Citi’s App Combines Banking, Wealth Management and Money Movement

Citi recently announced new functionality for the Citi Mobile App for iPhone that combines banking, wealth management and money movement capabilities and offers a suite of cutting edge servicing and authentication features.

The app capabilities were developed by Citi FinTech, a unit within Citi’s Global Consumer Bank charged with accelerating speed to market with next generation mobile banking capabilities.

In addition, the app offers a curated experience, including an enhanced design as well as user-friendly language and mobile friendly screen flows. The new mobile features will expand to additional clients and markets over time.

“We set out to solve for our clients’ more complex financial and investment needs first which is why many new features are tailored to Citigold clients,” said Yolande Piazza, Chief Operating Officer at Citi FinTech. “Utilizing an agile operating model, the team was able to design, build and deliver in months what previously would have taken years to do.

We co-created this product with our clients and deeply appreciate their time and input. We will monitor engagement and feedback, improve in real-time and then expand to more clients and markets.”

After engaging approximately 2,500 clients over a five month period to refine design and prioritize capabilities based on client need, Citi FinTech built features in a series of two-week development sprints, accelerating speed to market with a product that can be modified in real time and adjusted for different client needs and markets.

“We tested one to one with thousands of clients, incorporating their feedback and preferences so we could build the right functionality, streamline design and make the experience intuitive,” commented Carey Kolaja, Global Head of Product at Citi FinTech. “Our goal is to put the power of FinTech at our clients’ fingertips to simplify how they bank and invest and make their experience better, faster and easier.”