Having passed the Federal Reserve’s annual stress test and achieved growing profits this year, Citigroup Inc.’s (or Citi) CEO Michael Corbat has worked to put the legacy of the financial crisis behind it, investing in new partnerships and services while continuing to cultivate greater transparency with customers. As a result, Citi emerged in March 2015 with top marks among its Wall Street peers—and a 12 percent rise in brand value this year, reaching USD $9.8 billion.
While there are still many challenges to overcome, Citi’s commitment to change is apparent in everything from its partnerships to its dedication to customers. Citi teamed up with Apple at the end of 2014 to integrate its credit and debit cards with Apple Pay. Starting in 2016, Citi will become the exclusive issuer of Costco-branded credit cards, which will be accepted at 474 warehouse stores throughout the U.S.
Perhaps inspired by the positive return on investments in its own health, Citi is also encouraging healthy behavior among customers. A founding sponsor of Citi Bike, New York City’s burgeoning bike-sharing program, Citi has continued to support expanding ridership while enhancing relationships with local residents. Citi also introduced the Citi Double Cash Card, which reinforces good credit behavior by rewarding customers twice: 1 percent cash back on the amount spent on purchases and another 1 percent cash back when the bill is successfully paid.
Citi’s commitment to financial health extends to efforts like the Citi Foundation’s “Pathways to Progress,” which provides low-income youth the opportunity to develop workplace and leadership skills—a three-year, USD $50 million U.S. initiative. The foundation is also active globally, promoting economic progress in low-income communities around the world.
As it focuses on being a catalyst to help customers gain financial and personal wellness, Citi is seeing new sentiments manifest in the marketplace—notably demonstrated by Euromoney‘s recognition of Citi as the “best global bank” for 2015.