Citizens Bank Expands Wealth Management with New Tiered Benefits Program and Enhanced Advisory Services

One of America’s largest financial institutions just rolled out a major upgrade to its customer rewards structure. Citizens Bank has unveiled CitizensPlus, a new benefits package designed to give account holders more value the more they bank with the institution. The rollout also marks the beginning of Citizens Private Client, an upgraded wealth management tier launching by year-end.

What’s Included in CitizensPlus

The new program stacks benefits across multiple banking categories. Customers holding Citizens Quest Checking or Citizens Wealth Checking accounts can now access:

Deposit and Investment Perks

• Earn up to 50% above standard deposit rates through deposit rate boosters
• Receive up to $2,000 in matching funds when starting a new managed investment account

Lending Advantages

• Mortgage customers get rate discounts plus up to $500 off closing costs (new customers only)
• HELOC holders receive rate discounts and annual fee waivers

Rewards on Everyday Spending

• Credit card holders can earn up to 2% cash back on purchases

The bank emphasizes that these benefits stack only for eligible account holders and cannot be combined with other promotional offers.

A New Tier: Citizens Private Client

The expanded wealth management offering takes customization a step further. Citizens Private Client targets customers with $200,000 or more in deposits or investments, providing a dedicated team: a Relationship Manager, Financial Advisor, and Certified Financial Planner® working together on client goals.

The launch will require Citizens to hire more than 200 new Financial Advisors and Relationship Managers, signaling the bank’s serious investment in this segment.

Enhanced Tools for Everyday Banking

Beyond premium tiers, Citizens continues rolling out convenience features for all customers. Citizens Paid Early™ lets users access paychecks up to two days in advance. Citizens IQ™ provides personalized spending and savings insights. The bank also eliminated nonsufficient funds fees and Savings Overdraft Protection fees, while Citizens Peace of Mind™ reverses unexpected overdraft charges.

Scale Behind the Strategy

Citizens Financial Group operates with $226.7 billion in assets (as of June 30, 2022) and maintains an extensive branch network: approximately 1,200 branches and 3,300 ATMs across 14 states plus the District of Columbia. The company serves individuals, small businesses, mid-market firms, and large corporations with integrated retail and commercial banking solutions.

According to leadership, this expansion reflects the bank’s growth trajectory. “Citizens is the bank that stands and grows with its customers,” said Brendan Coughlin, Head of Consumer Banking. “CitizensPlus and Citizens Private Client further strengthen our commitment by rewarding customers who consolidate their banking with us.”

The strategy positions Citizens Private Client and CitizensPlus as retention and growth tools in an increasingly competitive banking landscape where rewards and personalization drive customer decisions.