Citi Private Bank wanted to improve engagement, service and up-sell/cross-sell revenue opportunities with its high net worth customer base. After concluding its open search environment lacked the performance and agility to enable the timely, superior customer service they required, the company launched a new initiative to build a comprehensive 360 degree view of their high net worth clients, using Attivio’s Active Intelligence Engine® (AIE®).

1. Attivio, Inc. • 275 Grove Street • Newton, MA 02466 USA • o +1.857.226.5040 • f +1.857.226.5072
info@attivio.com • www.attivio.com
Customer challenge: Citi Private Bank wanted to improve engagement,
service and up-sell/cross-sell revenue opportunities with its high net worth
customer base. After concluding its open search environment lacked the
performance and agility to enable the timely, superior customer service they
required, the company launched a new initiative to build a comprehensive
360 degree view of their high net worth clients, using Attivio’s Active
Intelligence Engine® (AIE®).
Citi Private Bank determined that AIE was the only solution that could
integrate and correlate all information, with no advance data modeling.
Attivio AIE’s flexibility and agility enabled the first phase of the
implementation to be rolled out in just three months.
Citi Private Bank needed a next-generation platform: Each client is assigned a
dedicated Private Banker, who gains a personal understanding of the client’s
goals, objectives and risk tolerance and develops a customized wealth
management strategy supported by the bank’s extensive investment, lending
and advisory resources. The company wanted to provide its Private Bankers
with a comprehensive view into accounts, relationships and investment
portfolios, by bringing together twelve different sources of structured data
and unstructured content into a unified, 360 degree customer view.
Because these information sources are housed in multiple formats across
many disconnected systems, Private Bankers had to devote significant
amounts of time in order to answer inquiries and prepare for scheduled client
consultations.
Citi Private Bank’s previous open source search tool had to perform twelve
searches – a separate search for each information silo in succession, where as
Attivio AIE enables one search query across all data sources, performing an ad
hoc JOIN of all related data and content at query time resulting in improved
performance and the ability to easily add data sources.
Expanding the view with unstructured content: AIE integrates, correlates and
presents all related structured data and unstructured content, including:
 Account trends, such as balances and portfolio weightings over time
 Demographic data
 Product information
 Details on all investment offerings
 Research content
 Client files and agreements
 Relationships within the master account: family members, trusts, etc.
Prior to indexing, AIE enriches and adds structure to documents and other
unstructured content to maximize findability and joinability with related data
and content from other sources. AIE also indexes data tables without
flattening them, which diminishes their analytical value.
360 Degree View of the Customer
Case Study: Citi Private Bank
Customer Profile:
Citi Private Bank provides customized wealth
management services for high net worth
clients around the world. The company’s
Private Bankers act as trusted advisors,
developing and coordinating strategies for
individual client needs, with an emphasis on
personalized, confidential service.
Citi Private Bank is part of Citi, one of the
world's largest financial organizations.
Key Challenge:
Provide its Private Bankers with 360 degree
views of its high net worth customer base,
unifying a dozen silos of related structured
data and unstructured content. Doing so will
result in improved customer service and
satisfaction; more proactive customer
relationship management and new up-
sell/cross-sell revenue opportunities.

2. Attivio, Inc. • 275 Grove Street • Newton, MA 02466 USA • o +1.857.226.5040 • f +1.857.226.5072
info@attivio.com • www.attivio.com
A complex security model is applied to all of these sources of information.
Attivio AIE enforces security permissions in real-time with no latency. This
includes security based on family relationships within a client account; for
example, a family member might be entitled to information pertaining only to
a particular sub-account or certain specific investments or funds.
AIE also meets unique security requirements set by certain nations that
mandate controls or restrictions to data access based on geographic location
and/or means of access, such as a mobile device versus a PC.
Faster access to information for more proactive customer relationship
management: Thousands of Private Bankers in North America, Europe and
Asia Pacific now have a comprehensive view of their clients using an iPad
application. They can easily search for information in the application. The
search capability is augmented with the ability to specify what information
(such as family relationships, products, external news, etc.) to return in the
results.
The relevancy of search results can be altered by re-ordering the groups
within the results. Attivio AIE also groups facets, in addition to returning the
facet list, which shows the unique values for a specific field.
Private Bankers have been able to reduce the time spent on inquiries and
facilitate improved client consultations, both of which have resulted in
improved customer satisfaction. With significantly improved access to
information, bankers are empowered to more proactively manage customer
relationships and identify new opportunities to expand “wallet share.”
New standard for time to market: The first phase of Citi Private Bank’s
application release was deployed in 3 months – significantly faster than other
vendor projects that have been implemented within the customer’s
organization. This speaks to the overall agility of Attivio, both from a product
and organization perspective, for a truly rapid return on investment (ROI).
‘Future-proof’ platform supports expanding usage and functionality: The
company has a robust roadmap for future releases of its AIE-powered 360
degree customer view application that includes:
 Adding additional sources of information such as asset allocations to
monitor and review portfolio performance
 Indexing news about family members and holdings related to clients
 Generating recommendations for complimentary products and services
Citi Private Bank also realizes that family relations will inherit the assets of its
long-standing senior clients. Recognizing that these younger clients will prefer
to interact directly with their information online rather than by phone with a
banker, the company plans to provide clients with direct access to its 360
degree views in the near future – which Attivio AIE will easily support with its
unified information architecture agility.
© 2013 Attivio, Inc. All rights reserved. Attivio,
Active Intelligence Engine, and all other related
logos and product names are registered
trademarks or trademarks of Attivio. All other
company, product, and service names are the
property of their respective holders.
Attivio AIE’s flexibility and
agility enabled the first
phase of the implementation
for Citi Private Bank to be
rolled out in just three
months – a truly rapid ROI.