Charter One, the retail brand in Ohio and Michigan, will become
Citizens Bank by mid-2015, creating a consistent Citizens Bank presence
across 11-state retail footprint
Other brands also will be anchored in the Citizens name: RBS
Citizens, the commercial banking brand, will become Citizens Commercial
Banking; consumer lending businesses serving customers outside the
retail footprint will go to market as Citizens One
The $5Overdraft Pass, which eliminates overdraft fees for
transactions of $5 or less.
One Deposit Checking, where one deposit per statement period – of any
amount – waives the monthly maintenance fee.
Upgraded ATMs that have extended the banking day, with deposits
registering as late as 10 p.m. on business days.
Online and mobile banking enhancements including mobile check deposit
feature that uses mobile devices’ video functionality to quickly
capture and deposit checks without blurry images or retakes.
Education Loan Refinance, which can help empower consumers to
consolidate and refinance their private student loans.
PROVIDENCE, R.I.--(BUSINESS WIRE)--
Citizens Financial Group Inc. today announced a new unified brand
strategy that will anchor all of its brands in the Citizens name as part
of its broader plan for growth and enhanced performance.
As part of this strategy, Citizens will rebrand its more than 200
Charter One branches in Michigan and Ohio as Citizens Bank by mid-year
2015, creating a consistent Citizens Bank presence across the company’s
11-state retail footprint. The company already operates as Citizens Bank
in the other nine states where it has branches and will continue to do
The Commercial Banking division will transition from RBS Citizens to
Citizens Commercial Banking in the fourth quarter of this year. Consumer
lending businesses serving customers outside the Citizens retail
footprint will be branded Citizens One.
“The name Citizens has been a part of our heritage and culture as a
company since 1871. We want to leverage this strong brand to provide a
consistent, high-quality banking experience to all of our customers,
wherever we do business,” said Bruce Van Saun, Citizens Financial Group
Chairman and CEO. “We aspire for Citizens to become a top-performing
regional bank, and this rebranding effort is part of our strategy to
grow our business in the Midwest and beyond.”
The rebranding follows recent enhancements to Citizens’ consumer
offerings through the company’s Bank Better initiative focused on
making banking more simple, clear and personal.
“Our colleagues are energized by this opportunity to simplify our brands
for our customers in a way that mirrors what we have done with our
products and services,” said Citizens Chief Marketing Officer Arturo
Perez. “Research that we conducted earlier this year showed that the
Citizens name resonates very strongly not only in our current Citizens
Bank footprint but also in the Midwest and beyond. We look forward to
having one consistent Citizens platform for all of our offerings.”
Recent Bank Better enhancements have included:
The company’s rebranding initiative is part of its overall effort to
separate from its parent, RBS (The Royal Bank of Scotland plc) and
establish Citizens as a standalone company. RBS has announced its
intention to divest itself of its ownership of Citizens by the end of
2016 through a series of public offerings. The company also recently
updated its corporate name, changing it from RBS Citizens Financial
Group to Citizens Financial Group.
About Citizens Financial Group Inc.
Citizens Financial Group Inc. is one of the nation’s oldest and largest
financial institutions, with $126.9 billion in assets as of March 31,
2014. Headquartered in Providence, Rhode Island, the company offers a
broad range of retail and commercial banking products and services to
individuals, small businesses, middle-market companies, large
corporations and institutions. Consumer Banking helps its retail
customers “bank better” with mobile and online banking, a 24/7 customer
contact center and the convenience of approximately 3,100 ATMs and
approximately 1,200 Citizens Bank and Charter One branches in 11 states
in the New England, Mid-Atlantic and Midwest regions. Citizens also
provides mortgage lending, auto lending, student lending and commercial
banking services in selective markets nationwide. In Commercial Banking,
Citizens offers corporate, institutional and not-for-profit clients a
full range of wholesale banking products and services including lending
and deposits, capital markets, treasury services, foreign exchange and
interest hedging, leasing and asset finance, specialty finance and trade
Citizens operates via subsidiaries Citizens Bank, N.A., and Citizens
Bank of Pennsylvania. Additional information about Citizens and its full
line of products and services can be found at www.citizensbank.com.
Citizens Financial Group Inc.
Source: Citizens Financial Group Inc.