05 October 2015

Citi's digital banking aspirations take shape with new online banking site

03 October 2011  |  11799 views  |  0 Citi Web screen shot

Citibank has re-launched its online banking site in a move designed to meet CEO Vikram' Pandit's vision to become "the world's digital bank".

The new Citibank Online offers a dramatically streamlined design, an intuitive user experience, and comes packed with an array of personal financial management and account aggregation tools.

Launching the site, Tracey Weber, head of Internet and mobile for North America Consumer Banking says it's time for online banking to catch up with the rest of consumer e-commerce: "We listened to our clients, and designed the site to address their need for an easier and more engaging online banking experience. Our clients want simple, intuitive solutions that deliver flexibility and control."

Taking its cue from the mobile app experience, Citi has put design first in creating an intuitive user interface that allows customers to drill down into a host of new PFM tools, including charts and graphs, budget breakdown and expense analysis. Clients can also integrate third-party accounts from more than 10,000 websites of retailers, utilities and other financial institutions onto Citibank Online.

The bank says a key aim was to "take the complexity out of banking". To this end it completely rewrote all product and services information on the site, replacing technical, industry-specific terminology with a "more relaxed and consumer-friendly tone".

Comments: (0)

Comment on this story (membership required)
Log in to receive notifications when someone posts a comment

Finextra news in your inbox

For Finextra's free daily newsletter, breaking news flashes and weekly jobs board, sign up now.

Related blogs

Create a blog about this story (membership required)

Related stories

22 September, 2011
22 June, 2011
15 June, 2011
01 March, 2011
18 January, 2011
16 December, 2010
26 November, 2010
17 November, 2010
27 August, 2010
09 June, 2010
22 March, 2010
15 February, 2010
20 January, 2010

Related company news


Top topics

Most viewed Most shared
More global banks back blockchain collabor...
10603 views comments | 57 tweets | 49 linkedin
Banks face choice to collaborate or compet...
8007 views comments | 41 tweets | 47 linkedin
Worldpay trials facial recognition technol...
6161 views comments | 22 tweets | 38 linkedin
BNP Paribas to pilot cards with dynamic CV...
6152 views comments | 31 tweets | 36 linkedin
Payments firm Adyen scores funding at $2.3...
4817 views comments | 16 tweets | 14 linkedin

Featured job

to $120K base, double OTE, benefits
New York City, NY or Boston, MA (USA)

Find your next job