Citizens Access Targeting ‘Optimizers’ to Grow Deposits Beyond the Bank’s Footprint

If you build it, the optimizers will come. Citizens Access, the digital-only arm of Rhode Island-based Citizens Financial Group, has grown to about $4 billion in deposits, mostly from new customers outside the bank’s traditional footprint, since its launch in July 2018. John Rosenfeld, President of Citizens Access, said the bank’s intent from the start …Read More

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