Citizens Bank Case Study
Co-Creating the Future of
Social Finance: Wellthi's Partnership with Citizens Bank
Challenge
Citizens Bank sought a fintech partner to rapidly test new strategies for increasing digital engagement, especially among women and younger generations. With 85% of U.S. financial decisions made by women and a $68 trillion wealth transfer underway, the need for accessible, community-driven financial tools was urgent.
Solution
Wellthi delivered a white-label social finance app, co-developed with Citizens through a $50,000 innovation grant. The app was launched in the Greater Philadelphia market, focusing on Gen Z/Millennial women and integrating features like peer-driven content, financial calculators, and advisor access.
Implementation Highlights
8 UX research studies
and 50 diverse participants helped shape an inclusive, intuitive experience.
Integrated key teams:
cybersecurity, compliance, wealth management, marketing, and vendor ops.
Launched in-market
with agility, adhering to strict privacy and compliance requirements.
Results
81%
Engagement Rate
Users liked, commented, shared, or connected with advisors at least 1x per month.
37%
Activity Rate
Users who downloaded, created an account, and remained active.
17%
30-Day Retention
Surpassed industry averages for user retention in financial services apps.
Key Learnings
The social finance model drives peer engagement and financial confidence.
Users valued advisor access, education content, and tools to move money.
Wellthi adapted its business model based on real-world compliance insights.
The case showed potential for a fast-track innovation process within banking institutions
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