New Citi Emerging Affluent Service Launched In Singapore

Citibank Singapore have announced that it is launching Citi Priority, a new customer servicing model that is specially designed to cater to the needs of the emerging affluent customers with investible assets of between S$50,000 and S$200,000.

Citi Priority will offer this group of customers personalised and exclusive banking services ranging from tailored financial advisory to exclusive products and privileges, leveraging on Citi’s digital platform. These individuals will also get to enjoy attractive interest rates on deposits, loans, investments and insurance products as well as a huge range of other benefits that are associated with being a Citi Priority customer.

Based on customer feedback, it has become evident that this segment’s needs have evolved particularly with greater wealth creation. Citibank recognises that these customers aspire for empowerment in achieving financial success, are becoming increasingly global and seek priority services. Through Citi Priority, Citibank aims to meet the every needs of this select group of individuals.

Charles Wong, Retail Bank Head, Citibank Singapore said, “Being a Citibank customer comes with the assurance that the bank will go the extra mile to protect their financial future. This is why I am extremely pleased to be introducing Citi Priority to our emerging affluent group of customers here in Singapore, which allows us to be more focused in the creation and delivery of wealth management solutions that are better aligned to their changing investment and lifestyle preferences.”

Based on Citibank’s internal proprietary research on the demographic profile of Citi Priority customers, this group of emerging affluent individuals typically falls between the age group of 25 and 40, is well-educated with a rising income and is investment savvy. These individuals have an urban-centric contemporary lifestyle and are digitally inclined, making use of technology at every opportunity to achieve simplicity and convenience in every aspect of their life.

Since 2014, Citi Priority has been launched across the world including Australia, Argentina, Brazil, Columbia, Hong Kong, India, Poland, Russia and Taiwan. This new service will be introduced to the other countries progressively.


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