Why Citi Is Back in the Premium Card Space
HIGHLIGHTS
- Citi launched the new Citi Strata Elite Card, a premium travel rewards card offering one of the highest earn rates, flexible redemption options and generous lifestyle benefits designed for affluent consumers.
- Strata Elite is the only proprietary card with built-in American Airlines benefits and the first on the new Mastercard World Legend tier.
- The Citi Strata Elite Card demonstrates the strong connection between U.S. Personal Bank and Wealth with special benefits for qualifying Citigold® and Citi® Private Client customers.
- The card completes our new Citi StrataSM family of cards and redefines what it means to deliver premium value to modern affluent cardmembers.
The news is out: we’ve boldly re-entered the premium card space with the launch of the Citi Strata Elite℠ Card.
This launch marks a major moment for U.S. Personal Banking. We’re demonstrating the power of leveraging deep customer insights and marquis strategic partnerships to bring standout products to market that are designed to win the hearts, minds and wallets of our customers.
Gonzalo and Pam sat down to answer questions about the launch and how it fits within the firm’s vision to be a leading bank in our home market.
What makes this card stand out?
Gonzalo: We’ve reentered the premium credit card space with a product that offers one of the highest earn rates in the market, generous lifestyle benefits and great redemption flexibility. Plus, this is the only proprietary card with American Airlines benefits built right in and the first product in the market on the new Mastercard World Legend tier. This launch is a signal to the industry that Citi is back in the premium space and determined to gain share of the affluent market.
Pam: Our team has been working tirelessly to design a card that will stand out in the market and exceed customer expectations. Premium travelers want flexibility, not complexity, and value they can actually use. They seek travel, dining and entertainment benefits that fit into their lifestyles, whether they’re booking a last-minute flight, dining with friends or going to a concert. This card delivers on all fronts.
Pam Habner, Head of Branded Cards, poses with Henry Golding, actor and Citi Strata Elite℠ spokesperson, along with a purse made of Citi Strata Elite℠ credit cards.
Why make this move?
Gonzalo: This is a part of our U.S. Personal Banking strategy to drive growth and increase returns in the cards business, which in my view is a triple threat. It’s in a market with a large revenue pool of over $150 billion, it’s growing faster than the U.S. GDP, and we have a leading position in the market. It’s a business that helps us drive growth and returns.
We’ve continued to invest in our growth by deliberately targeting discrete segments of customers across the income spectrum, with products and services we know are suited to their evolving needs and interests. Strata Elite uplifts the Citi brand, attracts affluent consumers and drives growth of our Rewards cards. This follows recent innovations we’ve introduced including Flex Pay on Apple Pay, our Citi Shop® browser extension, Shop with Points with 15 partners including Walmart and CVS, and more.
Pam: Branded Cards is a scale business in the U.S. Personal Bank, and we are on a mission to drive sustained profitable growth well into the future. This launch is a part of our multi-year plan to offer a wide range of best-in-class products that attract consumers across the wealth spectrum.
Our research1 found 75% of premium cardmembers indicate that customization—like opting for perks—is a very or extremely important part of the equation. We saw an opportunity in the market to introduce a more accessible premium card that plays for a savvy customer who shouldn’t need a math degree or spreadsheet to keep up with all of their rewards.
What else stands out about this new card?
Gonzalo: This card also demonstrates the strong connection between the U.S. Personal Bank and Wealth. Qualifying Citigold and Citi Private Client customers are eligible for an additional perk with this card in the form of a Relationship Tier credit.
Pam: Access to American Airlines perks remains one of our most powerful differentiators, and one we’ll continue to build upon through 2025 and beyond. Stay tuned!
Click here to learn more about the card.
And watch Gonzalo’s interview with CNBC.
1 Citi worked with Material in June-July 2025 to conduct a poll of 1,000 adults ages 18+ who own at least one premium credit card (annual fee of $395 or more) and contribute to financial decision-making for their household. In addition, this survey included another 854 adults age 18+ who own at least one credit card, that is not a premium credit card and contribute to financial decision-making for their household.