High-net-worth clients today value a relationship with their bank that enhances both their wealth and lifestyle.
The definition of living well is evolving. For Singapore's affluent banking clients, it is not just about managing millions in their assets and portfolios, it is also about being rewarded with access and privileges that match their ambitions.
"Increasingly, we have noticed that our high-net-worth clients expect their financial institutions to understand both sides of that equation: building wealth and elevating lifestyle," says Ms Yeo Wenxian, head of Wealth for Asia South and chief executive officer, Citibank Singapore. "They want a full relationship with the bank."
With this in mind, Citi has integrated two of its premium offerings:
Citigold Private Client
(CPC) and the Citi Prestige Card. This means providing clients with exclusive wealth management benefits as well as recognition and privileges that fit the way they live.
Citi's CPC clients have more than S$1.5 million in assets each with the bank. Many are seasoned investors with a global outlook and who value trusted advice and access to international opportunities.
Beyond their portfolios, these clients also seek benefits that match their passions, travel habits and social calendars. That is where the holistic proposition comes in.
On top of CPC's wealth management services -- ranging from global banking and legacy planning to institutional-grade insights and tools that support confident, timely investment decisions -- clients who also hold the Citi Prestige Card gain an added layer of lifestyle benefits, including enhanced travel privileges, complimentary golf games, curated events and priority dining access.
"At Citi, we are dedicated to elevating our clients' experience," says Ms Yeo. "This commitment has led to the development of a new holistic proposition that combines the benefits of our cards with the comprehensive wealth solutions we offer, empowering them to live a truly winning life."
According to Citi, it has plans to extend the approach to other client groups and card offerings, beyond its CPC customers and Citi Prestige cardmembers.
Citi unveiled its new offering to clients, rolling out a multi-channel campaign under the tagline Live a Winning Life with Citi. The campaign highlighted how the bank supports clients across three pillars: building wealth, realising personal aspirations and accessing exclusive privileges.
The campaign was delivered through a mix of paid and owned channels. Targeted social and programmatic ads reached existing clients and prospects, while e-mailers, a dedicated webpage and a toolkit for Client Advisors reinforced the message across Citi's owned platforms.
The concept took centre stage at An Evening of Synthesis, a gala dinner on August 22 held at JW Marriott Hotel Singapore South Beach for over 120 CPC customers and Citi Prestige cardmembers and their guests. Citi's strategic partner, Mastercard, also joined the celebration to mark the occasion. The highlight of the evening was a first-ever culinary collaboration between celebrated chefs Andre Chiang and Gaggan Anand, a pairing that perfectly captured the idea of blending distinct elements to create something entirely new.
The chefs later joined Ms Yeo for a fireside chat. Together, they reflected on how their own journeys -- shaped by diverse influences, experiences and ambitions -- have been synthesised into unique creations, mirroring the very ethos of Citi's new proposition.
There were also performances by singers Jasmine Sokko and Jeremy Monteiro and guests took home a bespoke Hybrid Seletti plate as a reminder of the evening.