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

03 October 2011  |  12360 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".

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