Citizens serves customers across multiple products: credit cards, deposits, student loans, home equity, point-of-sale financing, and more. That means a single customer might transact via card swipe, ACH transfer, bill pay, and mobile check deposit — sometimes in the same day. If transaction descriptions are inconsistent across those rails, the mobile app becomes confusing, customers don’t recognize transactions, and any attempt to use that data for analytics or personalization falls apart before it starts.
Adam Boyd, who leads Consumer Lending at Citizens, saw transaction intelligence as essential infrastructure, but he wasn’t sure Spade would be able to deliver what they promised “My relationship with Spade started with me as a bit of a skeptic,” he said. “But I’ve found them to be really valuable thought partners, frankly. [Our relationship] is just as much about how do we execute on the near term priorities, as it is about what does the future roadmap look like and how can we really partner on developing innovative capabilities.”