Citi Private Bank
"You have to be radical with your vision, and then work towards that every step of the way. A lot of people are not big enough in their ambitions and then get caught up in the barriers and minutiae, whereas we came up with a big vision and throughout the development just kept trying to move towards that,” says Dena Brumpton, COO at Citi Private Bank. She means Project Sheen and the platform called ‘Citi Private Bank In View’.
Sheen is the bank’s programme to deliver a new client experience and become a fully digital bank. After 18 months of preparation, In View rolled out earlier this year.
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Primarily designed for mobile devices, the platform, which has several layers, is collaborative and offers a single online point of contact for clients with their private banker from anywhere in the world. The homepage lists assets and liabilities with the bank, latest research papers, changes in portfolios and notifications from the client’s private banker. The client can then drill down into their portfolios and track asset allocations against other risk profiles.