Wildfire Systems, a white-label rewards and cashback platform, has announced a strategic collaboration with the multinational investment bank Citi.

Alongside its banking and financial services, Citi has now launched the Citi Shop - a desktop shopping browser extension that hunts for coupons and cashback across more than 5,000 digital merchants. Currently, the extension is free but available exclusively for Citi credit customers.

From analysing proprietary data, Citi discovered that over a third of Americans (35%) find it time-consuming to locate online coupons or promo codes, with 74% abandoning online purchases out of frustration. In response, the bank has worked with Wildfire Systems to build the Citi Shop programme, which offers a solution by providing card members with instant savings across nearly 30 categories, including clothing, beauty products, electronics, household items, and pet essentials.

Pam Habner, Head of U.S. Branded Cards and Unsecured Lending at Citi, says, “We are always looking for new ways to make our card members’ lives easier and help maximise the return on their purchases. 
“Citi Shop is a great solution for card members who want to save money but don’t always have time to search for deals themselves. Plus, they’ll continue to earn rewards like ThankYou Points or miles on their purchases when using a Citi rewards credit card.”

The Citi Shop is powered by Wildfire Systems. Jordan Glazier, CEO at Wildfire Systems, took to LinkedIn to share his enthusiasm for the collaboration and launch. He states, “Congratulations to Citi on the new programme, and thank you to the whole team for their hard work and commitment to the launch. I, and everyone at Wildfire, are thrilled to be working with you, and look forward to a long and successful collaboration.”

Alongside the rise of Open Banking and Buy Now, Pay Later, these kinds of affiliate partnerships with financial services appear to be a strong trend right now and we expect to see more of them occur this year.

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