“Unbanked” consumers might seem an unlikely target audience for Citibank, a brand of Citigroup with over 200 million customers accounts in more than 100 countries. Unbanked consumers are defned as those who do not utilize banking services and individuals with limited banking transaction needs. Research indicates there are a variety of reasons that people may not have bank accounts: a lack of local bank branches, the fear that they may not have enough money or cannot afford an account, mistrust of financial institutions, and barriers associated with traditional check writing.

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