How Citi is serving the digital banking generation

This event report discusses how Citi, the financial services provider, is serving growing consumer expectations surrounding digital banking.

How Citi is serving the digital banking generation

Stephen WhitesideWarc

Whether it's because of regulatory issues, or a natural conservatism within the industry, financial-services brands are generally not among the most innovative digital marketers.

But according to Melissa Stevens, Citigroup managing director/global Internet and mobile banking program, the sector has now reached a definitive tipping point where "people will actually pick a bank based on their online and mobile offerings."

Stevens told delegates at MediaPost's OMMA Mobile conference that Citi's desktop and mobile platforms already boast more than 20 million users. In further supporting her claim...

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