In every industry, cracks in traditional business models are widening. Nowhere is this more evident than in the financial services where customer expectations have been reset by the impressively differentiated experiences from leading innovators outside of the industry.

We are now in the era of FinTech (financial technology), as innovative financial services continue to emerge. Citi is stepping up to the plate to both revamp the black-and-white image of legacy banking, and also, help FinTech firms scale by providing access to its trusted and secure infrastructure. Similarly, Salesforce, the world’s #1 CRM, is helping financial services firms connect with customers in a whole new way with intelligent solutions that increase productivity, trust, and value. Customers deserve to enjoy the right 1:1 experiences, in the right place, at the right time, helping them realize their financial goals through each stage of their financial life journey.

The four concepts below show how Citi, like Salesforce, is reimagining and refocusing all things FinTech in vibrant color.

1. Digital transformation: As with virtually every other sector, digital transformation is revolutionizing the financial industry. Technologically advanced startups are taking the industry by storm, and Citi is embracing new solutions and partnerships while leveraging its global footprint.

2. Open banking: Citi is pursuing an Open Banking strategy, to foster collaboration and partnerships between FinTech companies and consumer brands. FinTech solutions will better evolve with an open platform that supports and encourages the creation of new products and services.

3. Apps and API: Over the past 18 months, Citi has blazed ahead by creating the Citi Developer Portal, to enable developers to build innovative client solutions at a faster pace. The opportunities to shape the API are just beginning to crop up. Only time will tell how far and wide the impact that Citi’s FinTech apps built today will have in the future.

4. Fintegration: A term first coined at Citi, Fintegration describes the partnering of FinTech companies and banks.  It’s a way to leverage best practices of user design and the infrastructure of legacy financial institutions. Citi is leading the charge by thinking in new ways and working collaboratively with new partners.  This is leading to the potential for great innovation in a place where Fintegration can truly thrive.

Ready to learn more about what’s new in FinTech? Join us at one of our awesome events in Austin!

The Future of Banking is Already Here: Fintegration

o    Monday, March 13 | 2:00PM – 3:00PM

o   Want to learn more about Citi and their vision for the future of FinTech? Join us for a fireside chat with Yolande Piazza, Chief Operating Officer, Citi FinTech, and Peter Schwartz, Sr. Vice President, Strategic Planning, Salesforce. Yolande Piazza is pushing the future of FinTech forward and she and Peter will discuss how Citi is reshaping the conversation about FinTech.

BBQ, Bits, and Bots

o   Friday, March 10 | 4:00PM – 7:00PM

o   Javelina, 69 Rainey St., Austin, TX

o   Today’s competitive landscape is all about speed, agility and efficiency. Join us for a fun evening with leaders from Citi FinTech and Salesforce as we explore the opportunities to tap into incredible new technology that delivers effortless purchasing and service experiences to your customers. There will be food and drink, unique demos, and thought leaders available to discuss incredible new technology that delivers effortless purchasing and service experiences. And of course, because it's Austin, there will be no shortage of fun too. RSVP NOW.