Citi launched its Mobile Snapshot feature for its app on Wednesday, allowing customers nationwide to view deposit and credit card balances, as well as recent transactions, without having to log into an account.
The national launch of the feature follows a three-month beta test. During preliminary testing of the feature, more than 50 percent of customers polled enrolled in Mobile Snapshot, and more than 70 percent rated their experience with the feature as good or excellent.
According to Citi, it is the first major U.S. bank to offer the capability of viewing account details without an account login.
“Customers’ expectations when it comes to mobile banking are growing every day, and at Citi we want to create remarkable experiences that surpass them,” Heather Cox, the chief client experience, and digital and marketing officer at Citi Global Consumer Banking, said. “Customers want fast and simple access to their account information, and Citi Mobile Snapshot is the latest example of how we are finding new ways to deliver.”
The feature is part of a full redesign of the Citi Mobile app launched earlier this year for iOS and Android devices. The new app provides new mobile account management capabilities, as well as alerts designed to make it easier for customers to transact.
“Technology companies have long used beta testing to refine offerings, but it’s far less common among banks,” Melissa Stevens, the head of internet and mobile banking at Citi, said. “We used this method to learn directly from customers who would be using the feature in the real world, and we’re glad we did. We found users were extremely positive about the feature itself and we learned some important things about how to make the enrollment process both more informative and streamlined.”