Citi To Target US Affluent With International Model

Nick Parmee 29 July 2010


Citigroup’s North American retail bank is taking aim at wealthy US consumers with a new offering of accounts and credit cards, according to the Financial Times.

In an internal memo Manuel Medina-Mora, who heads the business, said the bank would take “best practices and products from around the world and implement them in the US”.

This is seen as an acknowledgement that Citi needs to shift its focus away from the US mass market.

Under Medina-Mora’s plan, Citi will offer its flagship Citigold account to the US affluent.

The memo also said Citi would overhaul its credit card offering and strengthen links between its commercial and retail units to cross-sell more products.

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