NEW YORK - Citibank's private banking group has hired Destiny WebSolutions Inc. to provide customized Web sites for its customers.
Each site will show activity on all of the customer's Citi accounts. A site can also include regionalized content, multilingual options, advanced search capabilities, account aggregation, and performance reporting, said Michael Smalls, Destiny's vice president of sales and marketing.
Destiny, of Conshohocken, Pa., already offers the service to Mellon Private Asset Management group and Northern Trust's private banking group.
Mr. Smalls said that high-net-worth clients expect their banks to provide content tailored to them. Instead of general news, he said, their Web pages might include articles on how to deal with deadbeat children or information on hobbies and other interests.
The Web pages are not meant to wean customers from their banks, Mr. Smalls said. "High-net-worth individuals like the relationship they have with their private banker," he said. "They want added value rather than a replacement."
The Internet, he said, "allows the private banking groups to focus on offering higher-value services, letting the Web site address general needs a customer may have."
