Bloomberg Surveillance · Thursday, October 1, 2026
Kate Luff of Citigroup discusses the 'Citi Premium Boost' program, describing it as relationship banking that rewards clients for their existing banking behaviors, rather than just transactional yield chasing. She emphasizes that the program offers an 'always-on' savings rate and simplicity by consolidating relationships, aiming to compete on value and relationships, not just high-yield rates.
“No, I would say it's relationship banking actually in action. So when you think about city premium boost, we're actually rewarding clients for some of the banking behavior they do today. On top of all the things we give in relationship tiers, like advisors or relationship managers, lifestyle. But I talk about relationship banking because it's super important. It's just not transactional yield chasing. It's really valuing clients who are deepening their relationship with us.”
“So it's both value and rate, as well as actually relationships. And simplicity. Again, we start with the client. We have about $3 trillion off of us in my business alone and wallet. And we know clients are, when you look at our Citi Gold, Citi Premium Boost, if you do $5,000 in direct deposit or $25,000 in investments, you have an always-on savings rate. You don't have to go to the high-yield competitors anymore. You don't have to go to a sweep into money market funds. It's simplicity of being able to consolidate your relationships. And we know our clients are doing this behavior anyway. They're just doing it not always with us.”