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Citigroup Acquires Kard to Boost Consumer Card Engagement and Loyalty
Citigroup’s Consumer Cards division has agreed to acquire fintech Kard Financial, aiming to enhance its consumer engagement and rewards capabilities. This move positions Citi to compete more aggressively with digital-first banks and fintechs on loyalty and personalization. Other major banks may now pursue similar acquisitions to defend their card portfolios and deepen customer relationships. The deal also highlights ongoing regulatory scrutiny of bank-fintech tie-ups.