Citizens Bank
Co-Creating the Future of Social Finance: Wellthi’s Partnership with Citizens Bank
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Challenge
Citizens Bank partnered with Wellthi to rapidly test new strategies for boosting digital engagement, especially among women and younger generations. With women making 85% of U.S. financial decisions and a $68 trillion wealth transfer underway, the demand for accessible, community-driven financial tools was clear and urgent.
Solution
Wellthi delivered a white-label social finance app co-developed with Citizens Bank. Launched in the Greater Philadelphia market, the app targeted Gen Z and Millennial women, featuring peer-driven content, financial calculators, and access to financial advisors.
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Implementation Highlights
The process for opening a bank account may vary slightly depending on the bank. However, the general steps involved in opening a bank account.
8 UX research studies
and 50 diverse participants helped shape an inclusive, intuitive experience.
01
Integrated key teams
cybersecurity, compliance, wealth management, marketing, and vendor ops.
02
Launched in-market
with agility, adhering to strict privacy and compliance requirements.
03
Results
Users liked, commented, shared, or connected with advisors at least 1x per month.
Key Learnings
The social finance model drove peer engagement and boosted financial confidence. Users valued access to advisors, educational content, and money movement tools. Wellthi also adapted its business model based on real-world compliance insights. The case demonstrated strong potential for a fast-track innovation process within banking institutions.
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We’re building a future where financial empowerment is social, inclusive, and driven by community.
