Client: Citibank Smith Barney
Project: Citi myFi
Assignment: Digital Strategy, Product Development
In an increasingly competitive banking market, it became important for Citibank to deliver its assets in a modern way. They saw an opportunity to reach the mass affluent market through a new digital experience that gave consumers a complete view of their financial lives. We began by enabling consumers to add any financial account, and layered in additional functionality like a goal guide, life stories, and community to give them a rich one-stop destination. We also developed a way for their Smith Barney certified financial advisors to deliver advice digitally, a first for the industry and a way to deliver their expertise to a much bigger audience.