Citigroup is the world’s largest credit-card issuer, with about 28 million customers, but the gap between its credit business and retail banking has grown larger. To combat this, Citi has begun testing perks for credit cards to encourage customers to get other banking products.
Bloomberg is reporting that Citigroup’s deposits shrank by $5.4 billion in the past two years in the face of competitors and digital banking startups.
In its new initiative, the company offered 30,000 airline points for customers who signed up for an online checking account. Citi is also planning to upgrade both its Thank You and Double Cash reward incentives for a select number of cardholders.
“We go in already having these established Citi customers,” CEO Michael Corbat told investors. “We know who they are, we know what they spend on, we know who their bank is, we’ve seen their payments come in if it’s not us. And we think we’ve got the ability around our value proposition to target them with offers.”
The move illustrates that banking institutions like Citigroup still have an advantage over smaller startups or new entrants that entice customers with new technology and services.
Citi’s scheme has so far been working, and digital deposits are up in Q1 by an estimated $1 billion, which is more than was deposited all of 2018. Total consumer deposits went up 1 percent in Q1 after five quarters of declining.
Some analysts, however, say perks are only a short-term solution, as customers will take advantage of them and then move on to the next enticing offer.
“All you’re doing is basically buying market share and buying customers, but if you can’t keep them, then the money you just spent is not worth it,” said Alyson Clarke, principal analyst at Forrester Research.
Offering a higher interest rate, Clarke said, is unsustainable in the long run.
The U.S. Treasury Secretary says a new government cost-cutting effort has found $50 billion in savings.
Speaking to Fox News Tuesday (Feb. 18) evening, Scott Bessent said the work by the “Department of Government Efficiency” (DOGE), a group created by executive order last month, could ultimately lead to “several percent of GDP that we are saving.”
The secretary added that the public doesn’t “have to be concerned about any of this,” in reference to attempts by the Elon Musk-connected team to access taxpayer data, leading Democratic lawmakers to raise concerns about privacy.
At the Internal Revenue Service, Bessent said, there’s one member of the DOGE team “looking at an outdated IT system, that’s all they’re doing.”
Bessent said two people at Treasury had “read only access” to the payments systems, meaning they don’t have the ability to make any changes. “There are very strict guardrails around them,” he said.
The $50 billion figure is slightly lower than the $55 billion in savings DOGE claims to have found so far. However, a report from Bloomberg News Wednesday (Feb. 19) notes that while DOGE says it has saved $55 billion, its website accounts for just $16.6 billion.
That site also includes an error, the report added, mislabeling an $8 million contract as $8 billion, reducing the amount of the group’s itemized savings by nearly half.
DOGE’s efforts have helped bring about hundreds of thousands of government layoffs, some of which have been rescinded as departments realized they were missing crucial workers.
For example, the mass firings led to the dismissal of a team in the U.S. Department of Agriculture working on the government’s response to the avian flu. The department has said it is now trying to reverse the firings.
In another incident last week, the National Nuclear Security Administration rescinded firings for employees responsible for monitoring the nation’s nuclear stockpile, only to discover it had no way of getting in touch with said employees.
The idea for DOGE was first floated last year, with President Donald Trump announcing that Musk would lead the project. However, the administration has since said that Musk was an advisor to the White House, and not in charge of the department.
In a recent interview with PYMNTS CEO Karen Webster, Amias Gerety, a Treasury official for the Obama administration, warned of the consequences if DOGE’s efforts to access payment systems created uncertainty.
“If there’s one phrase that dominates discussions about the Treasury’s role in the nation’s finances, it’s ‘full faith and credit,’” Gerety said.
“The full faith and credit of the U.S. government should not be impeached. It’s literally in the [Constitution]. If you’re a bank, if you’re an investor, if you’re a government contractor, if you’re a retiree receiving Social Security — you have to ask, will my payments go through? That uncertainty should be felt around the world.”