Banking Review

Citibank’s urban sprawl

Citibank is spearheading a growth push in Australia with a host of new digital channels
and single sign-on for access to global accounts

BY ELTON CANE

Similar to its rival, global bank HSBC, Citibank makes much of its international reach in marketing campaigns to consumers and corporates. Its ‘World within reach’ brand positioning, launched this year, is tuned for its target retail segment of affluent professionals, often with expatriate work experience.

Phase one of the new online banking service it launched in March delivered a first in Australia, enabling local Citibank customers to view balances of Citibank accounts held in different countries.

And now with the recent completion of phase two, customers are able to transact on any of these accounts from a single sign-on.

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