Citibank eyes emerging affluent clients

CITIBANK has launched a full range of banking services for the so-called EAS or emerging affluent segment through a “new value position that would set the benchmark for the industry.”
In a briefing, Sergio Zanatti, Citibank Philippines’ consumer business manager, said the EAS market of about five million individuals with investible assets of $10,000 to $100,000 is expected to grow by 10 to 12 percent year-on-year.

In Asia, the EAS is projected to grow by 12 percent to 15 percent, with revenues expected rise by eight to 15 percent a year in most countries.

The Citibank emerging affluent value proposition has been launched in Singapore, Hong Kong, China and Taiwan and will be launched across Asia over the next 12 months.

“We see emerging affluent as a key growth engine for Citibank in the Philippines,” Zanatti said.

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