Attracting, Retaining and Managing the Wealth of Women

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ATTRACTING, RETAINING,

AND MANAGING THE WEALTH

OF WOMEN.Ideas, insights and campaigns that build

business for financial services brands.

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TABLE OF CONTENTS

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Women. Money. Power.

Case Study: +$59 Billion in Assets Under Management

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P. 3

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P. 53

P. 11

Expertise in Action

Meet Womenkind

Why Womenkind?

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MEET WOMENKIND

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Since 2008, Womenkind has helped leading financial services brands strengthen their relationships with women.

Our mission is to correct that perception. We uncover the authentic needs, desires and preferences of women for the benefit of a brand’s bottom line.

We research tirelessly to unearth original insights and transform our discoveries into effective strategy and award-winning campaigns that delight and deliver.

Our work has helped Citibank, TD Ameritrade, Mutual of Omaha, and others profit from the wisdom of women.

We invite you to take a look at our thinking and consider how Womenkind's insights can boost your share of this powerful, and largely underleveraged market.

■ Research

■ Strategy

■ Insight

■ Positioning

■ Advertising

■ Content

■ Social

■ Digital

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91% of women feel frustrated with today's marketing messages – they feel ignored, demeaned or pandered to.

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WOMEN. MONEY. POWER.

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Clearly there is market interest, but the proliferation of content has created a cacophony of misguided information. Never has there been a greater need for clear insights and a resonant voice when speaking to this valuable target.

SEARCH “WOMEN AND MONEY” AND GOOGLE RETURNS

MORE THAN 450 MILLION

RESULTS.

WOMEN. MONEY. POWER. 2WOMEN AND MONEY

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7Source: Boston Consulting Group

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WOMEN. MONEY. POWER. 2

WHY ARE WOMEN STILL AN UNDERLEVERAGEDOPPORTUNITY? Because the financial services industry still fails to effectively market to women. Women are more dissatisfied with financial services than any other industry that affects their daily lives.

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20% 2x

60% 660% 68%

The rate that women’s income is growing faster than men’s over the last decade.

The number of single women buying homes is double that of single men.

Of university, medical, law, and business school graduates are women, creating a new generation of affluent women.

The average number of years women outlive men. Which means their money has to last longer.

Of millennial women identify as single. Fewer plan to get married. And they are having children later in life.

Of women take time out of their careers to provide family care. This affects their lifetime earnings and retirement planning.

WOMEN WANT RESPECT FOR THEIR UNIQUE FINANCIAL REALITY.

Sources: Boston Consulting Group, Citibank, Bloomberg, Bankrate.com, National Association of Realtors


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WOMEN ARE FAR TOO

WEALTHY AND POWERFUL TO

IGNORE.

Women outnumber men as executives in the work force (52%).

53% of working moms are the primary breadwinners.

Women make 85% of spending decisions in the household.

Women now own 30% of all private businesses.

66% of U.S. women report being the chief financial officer of their household, driving purchase, investment and saving decisions, particularly around retirement.

Women control over half the private wealth in the United States and are the primary beneficiaries of the multitrillion dollar wealth transfer expected in the next 40 years.

81% of women change wealth managers and/or financial institutions within one year of their husband’s death or a divorce.

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Source: Women & Co., Womenkind, U.S. Census Bank, Boston Consulting Group, McKinsey

Seven essential business reasons to focus on women.


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… AND THE FEMALE ROI IS

EXTRAORDINARY.

$18.557%

2x

63%

Trillion is earned by women each year.

Of women work with a financial professional.

Women are twice as likely as men to refer business to a financial professional, once trust is established.

Of women stayed with their financial services professional during economic downturns because he/she “knows my family and our goals.”

Source: Women & Co., Womenkind


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CASE STUDY: +$59 BILLION IN ASSETS UNDER MANAGEMENT.

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Women & Co. was the innovation of Citibank's renowned CMO, Lisa Caputo, who recognized that successful women were underserved by wealth managers, advisors and institutions. She led Women & Co. from conception to an established revenue-generator that over time attracted more than $59 billion in new assets under management.

The following is a selection of Women & Co. strategic initiatives that Womenkind created through three phases.

PHASE I

PHASE II

PHASE III

Creating relationships through fee-based memberships

for high net worth women.

Broadening relationships through a free, go-to resource

for all women seeking to improve their financial foundation.

Deepening relationships with professional women

through a community build out on LinkedIn.

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HOW TO INCREASE ASSETS UNDER MANAGEMENT BY $59 BILLION.

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Women & Co. was a game-changer for Citi. For the first time, this company marketed financial services directly and respectfully to women.

PHASE ICREATING RELATIONSHIPS

+$59 BILLION3

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CASE STUDYC H A L L E N G E Attract and retain high net worth women to Citi investment products and services.

S O L U T I O N Enhance the Women & Co. platform to be an effective client engagement tool on behalf of Citi and Smith Barney financial advisors.

+$59 BILLION3 PHAS

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"WHERE WISDOM, WEALTH, AND WOMEN MEET" BECAME A GAME-CHANGING POSITIONING, ESTABLISHING CITI AS A THOUGHT LEADER AMONG THIS VALUABLE TARGET.

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WOMEN & CO.SheʼsPUBLICATION: New York MagazineSPREAD 4/C

BLEED: 16X10.75LIVE: 15X9.75TRIM: 15.75X10.5INSERTION (ISSUE) DATE: Feb 22- Mar 1. 2010WOMENKIND

Log on to womenandco.com to learn about the financial realities of a woman’s life.

Women & Co. members from left: Laura, Golbahar, Josy, Kerry, Madeline, Zina, Lynn, Sandra

She’s managed two political campaigns.

She’s launching her own business.

She’s always got a “Plan B.”

She’s newly remarried with new financial goals.

She’s a widow writing a memoir.

She’s the CFO of her family, and manages every cent.

The financial realities of a woman’s life are unique.

Women & Co. helps her be prepared for anything.

Different stages. Different paths. Like you, each of these members of Women & Co. has her heart set on her goals, and her mind set

on attaining them. As women, they share unique situations that impact their financial plans — like being the one in charge of her

family’s finances and planning for college, career changes, and retirement. Women & Co. is a financial community created for women.

It’s a welcoming place to strengthen financial knowledge and benefit from a strong community. Powered by women, backed by Citi.

© 2010 Citicorp North America, Inc.

Women & Co. is a membership service that provides financial education and related resources intended for informational purposes only. No feature of the membership shall constitute an offer or solicitation with respect to the purchase or sale of any security. Women and Company, Women & Co., Citibank, Citi, Citi with Arc Design are registered service marks of Citigroup Inc. Where wisdom, wealth and women meet is a service mark of Citigroup Inc. Women & Co., Citibank, Citi Personal Wealth Management, and Citigroup Global Markets Inc. are affiliated businesses under the common control of Citigroup Inc.

The positioning was completely integrated through a unified campaign from financial advisor training to consumer awareness and education.

+$59 BILLION3 PHAS

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THE CAMPAIGN CULTIVATED CITI BRAND LOYALISTS THROUGH INTEGRATED MARKETING AND ADVERTISING.

Award-winning print campaign

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WOMEN & CO.RunsPUBLICATION: New York MagazineSPREAD 4/C


Log on to womenandco.com to help make sure your finances are keeping up with you.

Women & Co. members from left:Jeanette, Livia, Lynn, Susan, Tracey,

Darry, Nancy, Stacey, Julie

Runs after 3 kids.

Runs a yoga studio.

Runs the finances for her family.

Runs back home to help out her parents.

Runs a marathon from time to time.

Runs what seems like a marathon every day.

Runs it all by her financial advisor, just to be sure.

Financial information and support for women who

run the world they live in.

Real life. Real members of Women & Co. Like you, each is keeping pace with her needs, her plans, and

her definition of financial success. Yet each faces similar challenges like caring for an aging parent,

learning how to make her money work harder, or starting a new business. Women & Co. is a financial

community where savvy women come together to sharpen their fiscal focus. Your smarts, propelled by Citi.



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WOMEN & CO.BalancingPUBLICATION: New York MagazineSPREAD 4/C


Life’s a balancing act. Go to womenandco.com for support.

Women & Co. members from left:Venessa, Rose, Madeline, Fay,

Enid, Emily, Betty, Erica

Balancing her dreams and realities.

Balancing ever-changing priorities.

Balancing the hope to retire with the fear of slowing down.

Balancing her family with her ambitions.

Balancing yesterday with today and tomorrow.

Balancing her checkbook, her assets, her time, her job,

her kids and her marriage.

Life makes financial demands.

Women & Co. makes financial sense.

You may have something in common with these members of Women & Co. They have their own ideas about financial

success and unique situations that impact it all. Some leave work to care for their children. Others help support their

parents. And many wish they had started investing earlier. Women & Co. is a financial community dedicated to women’s

financial realities. It’s where women build financial knowledge and confidence. The strength of women, backed by Citi.



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WOMEN & CO.LEARNINGPUBLICATION: New York MagazineSPREAD 4/C


Log on to womenandco.com to get even smarter about money.

Women & Co. members from left:Sylvia, Margaret, Donna, Laura,Erin, Renee, Barbara, Michelle

Learning to be prepared for anything.

Learning to stop worrying about the future.

Learning to trust her investing instincts.

Learning that experiences are more important than possessions.

Learning that there’s always more to learn.

Learning financial health is important for her wellbeing.

Life makes women wiser.

The Women & Co. community helps make them stronger.

Like you, each of these members of Women & Co. has her own idea of financial success, and a unique situation that impacts

her plans. Being responsible for her family’s investments, or starting to save for retirement later than she probably should have

are among some of them. Women & Co. is a financial community for and about women like you. It’s a comfortable place to

enhance your fiscal savvy, bolster your confidence and help you create solid financial strategies. Your smarts, propelled by Citi.



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WOMEN & CO.SheʼsPUBLICATION: New York MagazineSPREAD 4/C


Log on to womenandco.com to learn about the financial realities of a woman’s life.

Women & Co. members from left: Laura, Golbahar, Josy, Kerry, Madeline, Zina, Lynn, Sandra

She’s managed two political campaigns.

She’s launching her own business.

She’s always got a “Plan B.”

She’s newly remarried with new financial goals.

She’s a widow writing a memoir.

She’s the CFO of her family, and manages every cent.

The financial realities of a woman’s life are unique.

Women & Co. helps her be prepared for anything.

Different stages. Different paths. Like you, each of these members of Women & Co. has her heart set on her goals, and her mind set

on attaining them. As women, they share unique situations that impact their financial plans — like being the one in charge of her

family’s finances and planning for college, career changes, and retirement. Women & Co. is a financial community created for women.

It’s a welcoming place to strengthen financial knowledge and benefit from a strong community. Powered by women, backed by Citi.



Print advertising drove awareness and interest.

+$59 BILLION3 PHAS

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17Award-winning web campaign

Digital ads created strong response and leads.

+$59 BILLION3 PHAS

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MEMBER VIDEOS PRESENTED IN RICH MEDIA INSPIRED DIALOGUE.

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CONSTANTLY UPDATED WEBSITE CONTENT HELPED CREATE A GO-TO RESOURCE FOR FINANCIAL KNOWLEDGE AND IDEAS.

Original web content

+$59 BILLION3 PHAS

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How You Might Squeeze More Happiness Out of Your Dollars

pleasure from these purchases soon fades.

This is less likely to happen if we spend our money on experiences. Suppose we

take the family to Europe. The trip is quickly over and nothing of tangible value remains.

But that’s an advantage. Unlike objects, such experiences don’t grow old and become

irksome. Instead, all we are left with are fond memories that may grow fonder over time.

In fact, it seems women are in touch with the importance of life’s intangibles. We

learned from the Women and Affluence 2010 study that, despite the recent turmoil

in the economy, women’s financial values have held steadfast. They remain focused

on building financial security and quality of life for themselves and their families.

2. Count your blessings. The thrill from the new house, car, and clothes may soon

wane. You might also quickly forget the latest promotion. Even the trip to Europe

can eventually become a distant memory.

To counteract all of this, go out and celebrate the promotion. Remember the trip

by framing a few vacation photos. Stop for a moment and admire your house. This

should allow you to hang onto the good feelings for longer.

3. Strive for a sense of control. We don’t do very well with uncertainty. Some is

inevitable. But some we inflict on ourselves. For instance, if buying the big house

means living in a distant suburb, we will have the uncertainty of a long commute,

never knowing how bad the traffic will be.

4. Find a purpose. Forget endless leisure. We don’t really want that. Instead, what

we want is a sense of purpose to our lives.

Keep this in mind as you think about how you spend your spare time and what you

might do in retirement. We imagine we would be happy devoting our days to lazing

around on the couch. But we will likely be far happier if we take on challenging

tasks that we’re likely to succeed at. That might mean training to run a marathon,

helping our favorite charity, or going back to school to get a degree.

5.Give a little. Volunteering isn’t just good for the community. It also makes

us feel good. Our hunter-gatherer ancestors lived in small groups where it was

important to behave well toward others and have a good reputation. Maybe it is

no great surprise we enjoy helping our fellow citizens.

6.Make time for friends and family. Fly across the country to see the grandchildren.

Take your spouse to the theatre. Or simply invite friends over for a barbeque.

This is the stuff that life is made of. Researchsuggests that spending time with those we loveis a huge source of happiness. Looking for agood way to spend your money and your time?Try spending it with friends and family.

Source: Women and Affluence 2010: The Era of FinancialResponsibility survey was conducted by Synovate in August 2009. Respondents were interviewed online,consisting of 1,026 women between the ages of 40-70.

Source: For a discussion of adaptation, including howit relates to material goods and experiences, see“Happiness for Sale,” Journal of Consumer Research,Aug. 2009, by Nicolao et al.

Jonathan Clements is Director of Financial Educationfor Citi Personal Wealth Management. He is the formerpersonal-finance columnist for The Wall Street Journaland author of “The Little Book of Main Street Money”(Wiley, 2009), from which this article is adapted.

Wisdom,Wealth,&Women

continued from previous page

L o g o n . S h a r e K n o w l e d g e . B o l s t e r C o n f i d e n c e . D e f i n e W e a l t h . w o m e n a n d c o . c o m

“I want to be able to choose what I

want to do and to usethat flexibility to do

only what I feel passionate about.”

Latoya Member since 2007

Some years ago, mymanager at the timebegan my year-end per-formance review withstartling questions. “Areyou happy?” he asked.“Are you having fun?”Caught completely offguard by his candor, Iwondered, “Why doeshe care? Was he payingme to have fun or to get

the job done?” As time went on, I began to understand and appreciate his point.

Given the significant proportion of our lives wespend at work, we can’t do something simply forthe title, prestige or even money. Ideally, we shoulddo something we’re truly passionate about, thatfulfills us personally and emotionally. The adage“Do what you love and the money will follow” has

eloquent meaning. It’s a wonderful privilege whenwe are able to make a living by pursuing our passion professionally. I count myself in this groupand I take a moment every day to be grateful for it.

For others, what is personally fulfilling may not befinancially fulfilling, so work becomes the meansfor financing a passion. Whether it’s runningmarathons, or in the case of my friend Trish whoset up a feral cat colony in her community, the ability to take time out of a busy work scheduleand act on a passion can help keep each one of us fulfilled.

But what if your passion has gotten lost in thenever-ending barrage of e-mails, meetings anddeadlines? What if what attracted you to a particular field when you started out no longergives you the same sense of satisfaction? The goodnews is that it’s n ever too late to reconnect with your passion – and never too early to start

planning your next move. It takes discipline, perseverance and a willingness to take a chance.

Most importantly: Don’t worry. You don’t have to take this journey alone. Friends, family and colleagues can provide invaluable insight and perspective. Support can come from many places,including Women & Co. We’re committed to bringingyou articles, resources and other tools to help youlive a more financially – and consequently, emo-tionally – fulfilled life.

To read more about making your passion work, visit the Life Stages & Planning section of womenandco.com to read my article, Taking Stock: Tomorrow Can Belong to Those Who PrepareToday, and more.

Make Your Passion Work

Linda Descano, CFA®

President, Women & Co.

I N V E S T M E N T A N D I N S U R A N C E P R O D U C T S : N O T F D I C I N S U R E D · N O T A B A N K D E P O S I T ·N O T I N S U R E D B Y A N Y F E D E R A L G O V E R N M E N T A G E N C Y · N O B A N K G U A R A N T E E · M A Y L O S E V A L U E


With your extensive feedback and collabora-tion, we have redesigned womenandco.comto be an online financial community whereWisdom, Wealth and Women Meet. Visit thenew womenandco.com to find:

• Rich content from subject matter experts including resources and features

that are specific to your distinct financialrealities like 5 Minute Guides, calculators,quizzes, headline news, and stock quotes.Get the knowledge you’re seeking to helpbuild your financial acumen.

• Comprehensive articles and educationalmaterial on Credit, Estate & Legacy, Family & Money, Financing Education, Insurance & Long-Term Care, Life Stages& Planning, Philanthropy, Real Estate, Retirement and Taxes.

• A wide variety of ways to interact andlearn: articles, audio, video, calculators,downloadable guides and worksheets.

• Insights from women across the Women & Co.community and blogs, feedback forms,questions and answers so you can interact with the Women & Co. team.

• Current financial news headlines from The New York Times, Forbes and The WallStreet Journal.

• Direct access to Citi information: including Citi Branch Locator, Online Account Opening and shortcut links to secure sign on to Citi accounts.

Log on today and experiment with thecountless new features. We look forward toseeing you where Wisdom, Wealth andWomen Meet!

Welcome to the Place Where Wisdom, Wealth and Women Meet!By Heather Dahill, Chief Operating Officer

Women & Co. is a membership service that provides financial education and related resources intended for informational purposes only. No feature of the membership shall constitute an offer or solicitation with respect to the purchase or sale of any security. Citigroup entities and Morgan StanleySmith Barney LLC pay an annual fee to Women & Co. for expenses relating to the delivery of membership services to clients. A member is not required to be a customer of a Citigroup entity or Morgan Stanley Smith Barney LLC to enroll. Women and Company, Women & Co., Citibank, Citi, and Citi withArc Design are registered service marks of Citigroup Inc. Where wisdom, wealth and women meet is a service mark of Citigroup Inc. Women & Co., Citibank, Citi Personal Wealth Management, and Citigroup Global Markets Inc. are affiliated businesses under the common control of Citigroup Inc. Citigroup Inc. and its affiliates do not provide tax or legal advice. To the extent that this material or any attachment concerns tax matters, it is not intended to be used and cannot be used by a taxpayer for the purpose of avoiding penalties that may be imposed by law. Any such taxpayer should seek advice based on the taxpayer’s particular circumstances from an independent tax advisor. The views expressed in Women & Co. educational and related publications constitute the judgment of the author(s) as of the publication date and are subject to change without notice. The opinion of a Women & Co. member may not be representative of all members and is not indicative of future results or financial success. © 2010 Citicorp North America, Inc.

WC74011 2/10

Like most women, I play many roles in life. One that is particularly near anddear to me is that of sister to a special needs individual. I am fortunate enoughto have the financial ability to contribute to the living and medical expensesmy brother needs to manage his disability. Doing so gives me a great deal ofsatisfaction. It also takes careful planning.

According to the Social Security Administration, government benefits such asSupplemental Security Income and Medicaid are a primary source of incomeand health care for most individuals with special needs. I was surprised tolearn that the limit for countable resources, like incomes and financial investments a special needs person can maintain is only $2,000 - any excess,and they risk losing these benefits.

With the help of a team of knowledgeable professionals, my family establisheda Special Needs Trust (SNT) so additional funds could be put towards my

brother’s care in the future without compromising the benefits he receivestoday. While we appointed my mother as trustee to manage and administer the SNT, other families may want to consider other trusted relatives,friends or professionals who could perform these duties. Talk with your family to determine who might be the best trustee in your particular situation.

In addition to planning, communication is important when preparing for aloved one’s care. My family makes sure to keep the lines open about our specific plan which helps make sure future monetary gifts are directed to theSNT, not my brother. Doing so helps safeguard all the resources available tohim and enriches his quality of life.

I encourage you to visit the Estate & Legacy page at womenandco.com tolearn more about different types of trusts. The Life Stages & Planning pagealso has more information about helping your loved ones in need.

Special Needs take Special PlanningBy Holly Gallo, Relationship Manager

T h e c om m u n i t y ne w s l e t t e r

NEWSLETTERS PROVIDED A DEPTH OF FINANCIAL PLANNING “HOW-TO’S” AND INFORMATION.

Newsletters

n recent decades, the U.S. standard of living has vastly improved, and so has women’s financial

influence. According to Linda Descano, CFA®, Women & Co.’s President, “Women are creating and

controlling more wealth than ever before and the results of our latest survey, Women and Affluence 2010:

The Era of Financial Responsibility, reinforces that their influence only continues to grow.”

Yet Americans, on average, report being no more satisfied with their lives. Money, it appears, hasn’t

bought much happiness. Why not? Psychologists posit the notion of the “hedonic treadmill.” The idea:

We strive to get that bigger house or next promotion. But the thrill quickly wears off and soon we are

lusting after something else.

How can we get ourselves off the treadmill and potentially squeeze more happiness out of our

dollars? Here are six suggestions:

1. Consider buying experiences, rather than things. When we consider what we would do with extra

money, we typically imagine buying things—a new car, a bigger house, new clothes. Problem is, the

Dear Member:

Are you feeling happier? By now the New Year is well

under way, and hopefully the struggles we faced

in 2009 are fading into distant memories. The good

news is that as women, we continue to advance. In

fact, a new national survey of affluent

women, Women and Affluence

2010: The Era of Financial

Responsibility, conducted by

Women & Co., reveals that

women’s financial influence

and confidence continues to

grow year after year. Does

knowing that make you feel more

satisfied with the development in your own life?

I believe that personal satisfaction is one important

element in our overall happiness. In his article,

Jonathan Clements, Director of Financial Education

for Citi Personal Wealth Management, writes,

“Research suggests that spending time with those

we love is a huge source of happiness.” No one would

disagree with that, but it’s interesting to ponder

how many sources of happiness there are in our lives.

This issue of Wisdom, Wealth, & Women explores

satisfaction and how to determine what could bring

more joy and fulfillment to our lives. Whether it’s

saving for retirement, caring for a loved one, or finding

our true passion, the insights shared here are

intended to stimulate your own ideas for discovering

what could make you happier.

Wishing all women wealth and wisdom,

How You Might Squeeze More

happiness Out of Your Dollars

Wisdom,Wealth,

&Women womenandco.com

Volume 10 • Issue 1 Spring 2010| |


“I never see myself retiring

because my passion and work

are congruent.”

Paulette, Member since 2009

IBy Jonathan Clements, Director of Financial Education, Citi Personal Wealth Management

Lisa Caputo

Founder, Chairman and CEO

Women & Co.

continued on next page

in this issue

Squeezing Happiness Out of Our Dollars

Planning for Special Needs

Finding Your Passion

Protecting Your Identity

Happiness and Fulfillment:

The Stuff Life Is Made Of

INVESTMENT AND INSURANCE PRODUCTS: NOT FDIC INSURED · NOT A BANK DEPOSIT ·

NOT INSURED BY ANY FEDERAL GOVERNMENT AGENCY · NO BANK GUARANTEE · MAY LOSE VALUE

T h e c om m u n i t y ne w s l e t t e r

+$59 BILLION3 PHAS

E I

20

Programs and materials from Women & Co. helped Citigroup financial advisors build new and deepen existing relationships with female clients. Citi Private Wealth Management, Smith Barney, and retail branches all benefited.

Name:

Date:

TAKE ACTION

ORGANIZE YOUR FINANCES

Organizing your files is a step-by-step process of planning and preparation.

It’s not simple, but once you get a filing system together it should be easy to

maintain. To help get your financial records in order, complete the Women & Co.

Document Locator below and bring it to your next meeting with your financial

advisor. For more information, visit womenandco.com.

Fina

ncia

l

Insu

ranc

e

Item

Example: adoption papers for twins

Bank statements: checking,

money markets, savings, CDs

Loans: auto, mortgage, etc.

Leases: auto, home, equipment

Brokerage and investment

statements, securities certificates

Retirement plan statements: 401(k),

403(b), pension, profit sharing

Social Security number and annual

earnings statement

Income tax records (Keep at least

7 years of records. Pull last year’s

to share with your financial advisor.)

Life insurance

Medical/Dental insurance

and policy manuals

Whom to Contact

Ms. Jones, Park and 57th St (212) 599-0000

Where to Find

Safe deposit box

Women & Co. is a membership service that provides financial education and related resources intended for informational purposes only. No feature of the membership shall constitute an offer or

solicitation with respect to the purchase or sale of any security. Citigroup entities and Morgan Stanley Smith Barney LLC pay an annual fee to Women & Co. for expenses relating to the delivery of

membership services to clients. A member is not required to be a customer of a Citigroup entity or Morgan Stanley Smith Barney LLC to enroll. Women and Company, Women & Co., Citibank, Citi,

and Citi with Arc Design are registered service marks of Citigroup Inc. Women & Co., Citibank, Citi Personal Wealth Management, and Citigroup Global Markets Inc. are affiliated businesses under

the common control of Citigroup Inc. For additional terms and conditions of membership, see www.womenandco.com. Citigroup Inc. and its affiliates do not provide tax or legal

advice. To the extent that this material or any attachment concerns tax matters, it is not intended to be used and cannot be used by a taxpayer for the purpose of

avoiding penalties that may be imposed by law. Any such taxpayer should seek advice based on the taxpayer’s particular circumstances from an independent

tax advisor.

INVESTMENT AND INSURANCE PRODUCTS: NOT FDIC INSURED • NOT A BANK DEPOSIT

NOT INSURED BY ANY FEDERAL GOVERNMENT AGENCY • NO BANK GUARANTEE • MAY LOSE VALUE

THE CAMPAIGN HELPED TRAIN ADVISORS TO UNDERSTAND THE UNIQUE NEEDS OF WOMEN AND BETTER NURTURE THEIR RELATIONSHIPS.

W h e r e W i s d o m , W e a l t h a n d W o m e n m e e t . sm

Wh y W o m e n & c o . ?

Wh at i s ava i l a b l e o n w o m e n a n d c o . c o m ?

Wh at c l i e n t s a r e s ay i n g :Wh at y o u r c o l l e a g u e s

a r e s ay i n g :

of affluent women

are moderately or

highly-involved in

the oversight of their wealth and

management of the family’s assets. 88%

of women consider

themselves the cFo

of their household,

responsible for the majority of

financial decisions.

63%of estates are inherited

by women.

of heirs change financial

advisors after a wealth

transfer.

70%

92%

-campden media, 2009

clients can learn

from economists,

portfolio managers,

and other

professionals on

topics such as

financial planning

and global

investing.

audio and Video

conferences

clients can take

advantage of the

comprehensive

collection of tools

and articles that

help them work

with you to plan

for their financial

goals.

articles and

Goal-Setting Tools

clients can access a

calendar of events

where they get up

close and personal

with knowledgeable

professionals and

meet other women

in the Women & co.

community.

master class

Seminars and

Special events

clients receive

monthly e-mails

designed to keep

them informed

of the financial

aspects of their life.

newsletters

clients have access

to new trends and

insights from

Women & co.’s

proprietary studies

on women’s

underlying financial

perspectives.

new Insights

-women & co., 2008

-carte Blanch communications, 2008

“i wasn’t that interested

in investing until i

realized its potential to

help me reach my goals.

Women & co. keeps me

informed, focused and a

step ahead.”

“Women & co. keeps me

informed with financial

issues. it is extremely

helpful and i enjoy

reading and listening

to the various financial

topics presented.”

“i think Women & co.

is a huge differentiator

for our business.”

“Women & co. becomes

an accelerant — a way

to take the advantage…

and, more importantly,

the competition does not

have anything like this

anywhere!”

“i will continue to utilize

Women & co. benefits

to add value and deepen

relationships. it truly is

a great tool for clients

to use.”

“someday i hope to

have independent

children. Women & co.

is a great resource for

the information i need

to teach them to be

financially responsible.”

For internal use only

+$59 BILLION3 PHAS

E I

21

+$59 BILLION3 PHAS

E I

AWARD-WINNING COLLATERAL EXTENDED THE CONVERSATION WITH CONTENT WORTH KEEPING.

22

THE CAMPAIGN STIMULATED AN AUTHENTIC DIALOGUE WITH WOMEN IN THE ENVIRONMENT OF THEIR CHOICE.

American Banker Conference

California Women’s Conference

Speaking engagements reached opinion leaders in financial services as well as professional women.

+$59 BILLION3 PHAS

E I

23

AS A RESULT, WOMEN BEGAN TO VIEW CITI IN A MORE MEANINGFUL WAY. In-branch seminars and events

Work-site seminars at Citi At work company locations

Seminars provided a unique and deep brand experience.

+$59 BILLION3 PHAS

E I

24Source: Women & Co.

After seeing Women & Co.’s campaign, consumers’ perceptions of Citi changed as follows:

Citi CMO cites Womenkind for “nailing” Brand Platform, Positioning, and VOICE with the award-winning campaign.

INCREASED

12%

INCREASED

11%

INCREASED

10%

INCREASED

8%

“Citi provides financial education.”

“Citi is a resource for unbiased financial

information.”

“Citi offers financial information women want.”

“Citi helps build financial knowledge and confidence.”

+$59 BILLION3 PHAS

E I

WOMEN & CO. EFFECTIVELY RESHAPED PERCEPTIONS ABOUT CITI WITH THE AFFLUENT AUDIENCE.

25

BUSINESS RESULTS■ Across various banking and brokerage product offerings,

clients engaged in Women & Co. generated higher client net revenue than those who didn’t.

■ Women & Co. members enrolled through Citi channels generated $191 million in new revenue the first year.

■ Women & Co. clients opened 168,741 net new accounts over a five-year period.

■ Women & Co. attracted more than $59 billion in assets under management in its first eight years.

+$59 BILLION3 PHAS

E I

26

ACCOUNTS, BALANCES AND REVENUE INCREASED SIGNIFICANTLY.

0 0 0

5 100 100

10 200 200

15 300 300

400 400

500 500

Average Accounts Per Household

Women & Co. Enrolled Clients Citigold Citi at Work

Total Balances Per Household ($) Average Monthly CNR Per Household ($)

Source: Citibank

+$59 BILLION3 PHAS

E I

27

WOMEN & CO. CLIENTS STUCK WITH CITI LONGER.

0

25

50

75

100

% Clients with Accounts for 5+ Years

% Clients with Accounts for 10+ Years

Women & Co. Citigold

+$59 BILLION3 PHAS

E I

28

FINANCIAL RELATIONSHIPS DEEPENED AND CLIENT SATISFACTION INCREASED DRAMATICALLY.

Source: Women & Co.

0 020% 20%40% 40%60% 60%80% 80%100% 100%

Satisfied with their Women & Co. experience

More likely to consider new or additional products and services from Citibank

Feel better about being a client of Citibank because

of Women & Co.

Feel better aboutrecommending Citibank

Highly value their Women & Co. membership

Believe that Women & Co. is helping them work more effectively

with their banker/advisor

+$59 BILLION3 PHAS

E I

29

In 2012, Women & Co. expanded its Web platform to include more thought leadership content and removed the Citi client privilege wall. The proprietary educationalfinancial content created by Womenkind then became available to anyone who logged on. Womenkind’s expertise in content and relationship marketing helped Women & Co. further expand its reach and recognition to masses of women.

PHASE II BROADENING RELATIONSHIPS

+$59 BILLION3

30

CASE STUDYC H A L L E N G E Rebrand Women & Co. and develop an engagement strategy to create a positive halo for the Citi brand.

S O L U T I O N Establish Citibank thought leadership through Women & Co. as a financial education platform andcommunity for all women, not just Citi clients. Rebrand and reimagine the possibilities.

+$59 BILLION3 PHAS

E II

31

THE WOMEN & CO. BRAND IDENTITY AND WEB PLATFORM WERE REDESIGNED TO BE ACCESSIBLE TO A BROADER, LESS AFFLUENT TARGET OF WOMEN.

New, more accessible brand ID and design

+$59 BILLION3 PHAS

E II

32

Women & Co. banners on Citi digital properties linking to the Women & Co. website

THE NEW CONTENT SITE WAS PROMOTED ACROSS CITI CHANNELS AND PLATFORMS.

+$59 BILLION3 PHAS

E II

33

New Baby, New Financial PrioritiesWhat You Need to Know When Your C lients Become Mothers

BILLS

Parenting

80%Finances

57%Relationship withSpouse/partner

48%Optimism about personal finances rises with income

are very orsomewhat optimistic45%

Big Change in Mom’s Role in Family Finances Post-Baby

+15%CHANGE49%

PRE-BABY64%POST

Deciding on financial products and accounts for the family

Determining the need for new financial products and accounts for the family

of moms make a majority of daily money decisions in their family.57%

Financial Priorities $ $$

1

2

3

4

Education Savings

Lowering Expenses

Retirement Planning

Investing

of moms seek out other moms on how they address their own finances.

43%

of moms feelhelpful when sharing advice and tips with other moms.

2/3

How Banks CanMeet Moms’ NeedsMoms want expert advice on finances and products to help them reach their financial goals. Top kinds of information that moms are seeking:

1

2

3

4

Money-Saving Tips

Education Savings/Planning Solutions

How to Develop a Longer-Term Financial Plan

Investment Strategies & Advice

New moms are focused on their family’s financial future: Talk to her about long-term planning, products, and solutions that fit this need.

Moms have a myriad of responsibilities including making money decisions for her family: Make it convenient and easy for her.

New moms talk to other moms and share tips: Provide access to expert advice

and community.

Don’t Test Her Patience

Debit Card Fees

42%

Automated Customer Service

38%

78%Special Checking & Savings Programs

for Kids

Drive-Up ATMs

50%

Take Careof Her

Women & Co. can share additional information about the research and talk to you about engaging women in your business.

CONTACT: Lauren CoulstonEmail: [email protected]: (212) 793-1314

Key findings from Women & Co.’s customer research with BabyCenter about moms conducted in Fall 2011.

Research results from U.S. moms with HHI $75K+.

Top Three Topics On Mom’s MindFinances Are Top of MindMoms Are Taking a More

Active Role as

C F O

Motherhood and Money:

Key Takeaways

SHAREABLE SOCIAL CONTENT MOTIVATED WOMEN TO TALK ABOUT THEIR FINANCES, AND THINK MORE ABOUT THEIR MONEY AND FINANCIAL CHOICES.

Infographics for social sharing

+$59 BILLION3 PHAS

E II

34

OPTIMIZED POSITIVE IMAGERY AND LOYALTY.

91%

62%

90%

81%

Satisfied with their Women & Co. experience.

Believe that Women & Co. is helping them work more effectively with their banker/advisor.

More likely to refer new business to Citi because of their Women & Co. experience.

Feel better about working with Citi because of Women & Co.

BUSINESS RESULTS

+$59 BILLION3 PHAS

E II

35

PHASE III DEEPENING RELATIONSHIPS

02+$59 BILLION3 PHAS

E III

To more thoroughly connect with younger, professional women, Women & Co. partnered with LinkedIn to launch Connect: Professional Women’s Network. The collaborative effort was a first-of-its-kind community, facilitated via LinkedIn. The group page featured user-generated content and news, as well as seeded content developed and delivered by Womenkind.

36

CASE STUDYC H A L L E N G E Rapidly grow the Women & Co. community and drive brand halo for Citi.

S O L U T I O N Through a proprietary content partnership with LinkedIn, create a native community of engaged professional women within our target.

+$59 BILLION3 PHAS

E III

37

5 Stepsto transformyour careernow.

A lifetimeof financial

strength.Deliveredweekly:Email







LINKEDIN AND CITI: THE PREMIER DIGITAL DESTINATION FOR PROFESSIONAL WOMEN TO SHARE, DISCOVER AND CONNECT ON THE WORLD’S LARGEST PROFESSIONAL SOCIAL NETWORK.

Banner Advertising

+$59 BILLION3 PHAS

E III

38

CREATIVE CONTENT TAILORED TOWARD THE PROFESSIONAL WOMAN’S INTERESTS AND NEEDS.

Infographics for PR and social sharings

BUSINESS TRAVEL PERKS: WHAT’S THE BEST PART OF HAVING ACCESS TO AN AIRPORT LOUNGE?

The Citi Executive® AAdvantage® World Elite™ Mastercard® is now the only card that comes with Admirals Club® membership – which includes access to all US Airways Club® Lounges worldwide.

FREE WIFI 34%

CONFERENCE ROOM/BIZ AMENITIES 7%

IT’S A SPOT TO RELAX/RECHARGE 42%

FREE DRINKS/SNACKS 13%

PERSONAL TRAVEL ASSISTANCE 5%

+$59 BILLION3 PHAS

E III

39

BUSINESS RESULTS■ 226% year-over-year growth in earned impressions.

■ The launch of Connect: Professional Women’s Network generated nearly 8 million impressions.

■ Achieved a 40-fold increase in site traffic.

■ Maintained 500K UV/month, increased time spent on site, repeat visits and email registration.

+$59 BILLION3 PHAS

E III

40

EXPERTISE IN ACTION

4

41

■ Creating a woman’s program for TD Ameritrade from the ground up

■ Financial education for Citi

■ Mutual of Omaha Life Insurance

PORTFOLIO OF ADDITIONAL FINANCIAL SERVICES EXPERIENCE

42

PORTFOLIOCHALLENGE 81% of women who divorce or survive a spouse leave their financial advisors and move their assetswithin the first year.

SOLUTION Position TD Ameritrade as the go-to resource for shepherding women through major life transitionswith a content-rich website.

EXPERTISE IN ACTION4

43

FEATURE REAL-LIFE STORIES OF BOTH INVESTORS AND ADVISORS.

Original video content featured TD Ameritrade’s highly trained, sympathetic and proactive staff


44

DEVELOP DEEP, RICH, AND RELEVANT CONTENT FOR WOMEN AT A TIME WHEN THEY ARE MOST LIKELY TO CHANGE ADVISORS OR MOVE THEIR MONEY.

Content pertinent to widows and divorcées


45

PROFITABLE RELATIONSHIP BUILDING:

THE BUSINESS CASE FOR CLIENT INTERACTION DURING LIFE TRANSITION

“When Life Changes, Money Changes. When Money Changes, Life Changes.”

Susan Bradley, Founder, Sudden Money Institute

Overview

Life transitions can have an enormous impact on financial decisions. Consider the fact that 80% of women outlive their

husbands and 70% change financial advisors within a year of the loss of their spouse. Meeting our clients’ needs the right

way, at the right time, can help drive asset retention and strengthen client loyalty.

As part of our commitment to nurturing valuable client relationships, TD Ameritrade has created a program called Life

2.0 to serve as a resource to our associates, clients, prospective clients and anyone who is experiencing significant life

transition: a new marriage, becoming a parent, divorce or the loss of a spouse.

It is clear that significant life events present an opportunity to provide empathetic service that helps strengthen and grow

client relationships. Your extra support of a client during this time can foster a sense of security and trust, leading to the

retention of assets and future aggregation assets.

Reach Out To Retain Customers

Many of your clients may experience life events that have the potential to dramatically transform their financial situations.

Losing a spouse, through divorce or death, can create extreme stress and a loss of hope, putting them at risk for making

rash financial decisions—including withdrawing investments or switching financial professionals.

Know Your Customer:

• Fact: 80-90% of women will be solely responsible for their finances sometime in their lifetime.

Source: Center for Women and Retirement research

•Fact:70% of widows change financial professionals within one year of their husband’s death.

•Fact:More than 50% of marriages end in divorce, frequently resulting in a loss of assets for financial institutions.

Three Steps To Positive Engagement:

• READY to listen

• RESPOND in a timely and helpful manner

• RETAIN the client and help build assets

1

LIfe 2.0: Tomorrow

Begins Today

Overview

As part of our commitment to nurturing valuable client relationships, TD

Ameritrade has created a program to serve as a resource to our clients,

prospective clients, and anyone who is experiencing significant life transitions: a

new marriage, becoming a parent, divorce or the loss of a spouse.

Life 2.0 is a comprehensive initiative designed to provide clients with the

information and guidance essential during times of change. Life transitions

impact financial decisions. Therefore, meeting our clients’ needs the right way, at

the right time, can help drive asset retention and strengthen client loyalty.

The program targets those clients experiencing change, many who could use the

support of thoughtful information specific to their situation. TD Ameritrade

will generate awareness of Life 2.0 with an email introduction to approximately

600,000 female clients.

The program includes a dedicated Life 2.0 microsite (www.tdameritrade.com/life)

featuring multimedia content, worksheets, checklists, and commentary-infused

tips, resources, links and inspirational ideas for successfully navigating life’s

transitions.

Our goal is to foster and strengthen client relationships through deeper

understanding of the client’s personal circumstances. Please forward your

questions and comments to [email protected].

Summary Guide

Helping Your Client

Before, During and

After Divorce

Starting over, stronger and smarter.

Whether amicable or contentious, divorce can be a stressful and life-altering

event. Your professional guidance, supported by TD Ameritrade’s vast array

of investment tools and educational resources, could be the cornerstone of

your client’s planning and recovery team. Be there to assist with goal-setting

and prioritizing as your client begins to envision a new financial future. Your

contribution to a revised and focused strategic action plan will set the foundation

for an enduring financial partnership and future aggregation of assets.

Step 1. Help assess your client’s current position.

During transition, your client may feel confused, stressed and extremely

emotional. Assist your client in determining their financial needs across a

spectrum of time horizons, and help establish a contextual framework for making

the first round of important decisions.

Step 2. Help create options.

To help your client avoid regrets a year after the divorce is finalized, encourage

your client to prioritize and articulate their financial needs at the outset of the

negotiation process. Discuss multiple financial scenarios based on different

settlement outcomes.

Step 3. Devise a plan for a brighter future.

Once your client can envision and articulate how the next phase of life will take

shape, there is likely to be more comfortable communication at the negotiation

table. Utilize the Divorce Settlement Scenario Worksheet, in the appendix to help

your client structure and prepare for settlement discussions.

Step 4. Help clients rebuild.

As your client emerges from an emotionally charged and perhaps financially

daunting period, encourage them to establish new parameters for the future

by aligning their goals with their financial reality. Help establish benchmarks

for retirement planning and investment strategy, as they begin to absorb the

financial impact of their life transition.

HELP ADVISORS ATTRACT AND RETAIN WOMEN.

Resources for clients and advisors.

The Loss of a Spouse Through Death or Divorce

SITUATION:

A client calls with unfortunate news regarding the imminent or recent loss of a

spouse. Recognize that the client may be emotionally devastated and prefer not to

discuss financial matters. However, certain realities require immediate action, so

the client may have no choice but to confront the matter. In this case, it’s in the best

interest of the relationship to help calm, soothe and alleviate the client’s stress.

REACT:

• Express sympathy: A bereaved client’s life has been permanently altered.

Even though your client might seem to be coping well, stress can interfere with

their ability to process next steps. Offer condolences and demonstrate compassion

through your service.

• Listen: A client who is newly widowed or who has a terminally ill spouse could

require very specific information, or expect nothing more than your support as a

sounding board. In either case, good listening skills are critical. Carefully tune into

your client’s practical needs and feelings. If a client becomes upset discussing these

issues, gently suggest continuing the conversation at a better time.

• Be there: The majority of new widows will switch financial advisors within one

year. Convey respect and understanding to a client in need, and demonstrate that

you value the relationship and are here to help.

RESPOND:

• Reach out: After listening carefully to your client, ask thoughtful questions to

determine what information is relevant to the specific situation. For instance:

Did your spouse have a will? Are you aware of all accounts?

• Here to help: Remember this is an overwhelming experience for many people.

Offer gentle assistance to help your client take the important next steps. Express

your availability to answer any questions and concerns that may arise.

• Look ahead: As your clients move through the grieving process, offer

suggestions for organizing assets and debts proactively. Guide your clients to the

online checklists and worksheets downloadable from the Life 2.0 microsite, at

www.tdameritrade/life.

RETAIN:

• Maintain interest: Continue to nurture the relationship by offering kind

support throughout the grieving process. Your client will eventually emerge and be

ready to take the next steps in financial management.

When Life Takes a

Turn:

Offering Support

When Clients Need

It Most

Planning for or dealing with life transitions.


46

PORTFOLIO

CHALLENGE Drive conversation and advocacy of Citi by educating and informing consumers about Citi’s solutions to their financial concerns.

SOLUTIONCreate a global content strategy and architecture.

CAMPAIGNWe created custom-made content (infographics,listicles, long-form articles) around essentialproduct lines and corporate initiatives under the unifying theme of “How to finance the life you want.” Content was distributed via Citi digital properties, and through social media and PR channels.


47


Citi dining content designed to engage card holders and aficionados.

48

''Use Credit Wisely'' original content.


49

Celebrates8,750,000Rides in the First Year!

More than 14.7 million miles travelled and counting

Most trips in a single day

45,654on October 2, 2013

There are now

6,000 bikes ready to ride

Valid until 2018

104,000+ AnnualMembers

CasualPasses 426,000

Many are celebrities.

HAVE YOUSPOTTED ONE?

There are

332Citi Bike stations throughout

MANHATTAN& BROOKLYN

W 20TH ST& 11TH AVE

Bike commuters reportLOWER STRESSand greater feelings of

FREEDOM,RELAXATIONand EXCITEMENT

AVERAGE RIDE:

{ 13.4 MINUTES

May 27, 2013The essential blue bike makes itsdebut on the streets of New York

is the most popular station

The furthest distancebetween two stations:

Hell’s Kitchento Bed Stuy

9.7 miles

Jan 2014Exclusive ThankYou Concert with Imagine Dragons.

Feb 2014Team USA Sponsorship Fan Count races toward the million mark. 977,699.

May 2013More fun in store. The Citi Private Pass Match-Up App launches on Facebook.

July 2013 It’s a hot summer forfan growth. 780,081.

Dec 2013You can beat that growth. Culinary Beats draws fan base closer to a million.

Oct 2013Baby, you’re a firework. Katy Perry featured at Soundcheck with ThankYou Cardmembers.

Aug 2013Citi launches Second Lollapalooza Sweepstakes. LOL!

Feb 2013Facebook <3Citi. 674,105.

Nov 2010US Consumer Facebook page age is created.

Dec 2010Almost 10,000 fans in the first 30 days.

10,00010,000

500,000500,000619,929619,929

12,79112,791 102,433102,433

674

,10

5674

,10

5

780,081780,081

182,0

12

182,0

12

343,487343,487

May 2011A slow and steady build. 12,791 fans.

Oct 20113 Ways to Rock Sweepstakes rocksthe fan base. Spikesto 182,012 over thenext 3 months.

Aug 2011Beyonce begins 4 Night Residency at Roseland Ballroom. Fan Count explodes to 102,433.

Jan 2012ThankYou Points Sharing App makes its debut on Facebook. Thank you members earn over 20 million points by linking their accounts to the app.

May 2012 Fan growth continues on a powerful trajectory. 343,487.

Nov 2012Smile for the camera. Citi launches First Facebook Only Offer - ThankYou Point Redemption for Nikon.

Dec 2012The fans just keep coming. 619,929.

Oct 2012 Fan base reachesthe half-million mark.

Sept 2012Alicia Keys – Exclusive Video Content, Followedby Private Concert for AAdvantage Cardmembers.

Aug 2012London Olympic Games. Fan base continue to race ahead.

Jul 2012Lollapalooza Sweepstakes launches with much fanfare.

April 2014 Millionth Fanon Facebook

2011

2012

2013

2014

2010

ONE MILLION

FANSAND GROWING

ONE MILLION

FANSAND GROWING

The Unstoppable Force of Cition Facebook

Posts 1,731 Likes 1,442,052 Comments 56,137 Shares 51,167A MILLION FANS A flurry of activity! “

“

Timely, relevant content keeps Citi top of mind.


50

Socially responsible content engages a broader audience with the brand.


51

CHALLENGEBuild demand for Mutual of Omaha policies among the 58% of U.S. households that are considered “underinsured.”

SOLUTIONBuild awareness, drive leads, and close sales for a new Mutual of Omaha insurance product, Term Life Direct, among a new, mass audience.

CAMPAIGNWe created the brand’s first DRTV advertising campaign in over 10 years. We used three distinctive 60-second spots to connect with and motivate a “mass” audience.

PORTFOLIO


52

“Life Goes On” TV: 60 “My Partner’s Worth It” TV: 60

See all three spots: http://womenkind.net/clients2

“That Feeling” TV: 60


53

WHY WOMENKIND?

5

54

WOMENKIND HAS A RICH HISTORY IN FINANCIAL SERVICES MARKETING AND INNOVATION.

WHY WOMENKIND?4

55

It’s not enough to be women to understand women. We constantly research, engage, and, most importantly, listen to women.

We strive to stay ahead of the dynamic shifts in the way women really think, feel and act. At Womenkind, the insight drives everything.

WE HAVE AN INSIGHT ENGINE THAT NEVER RESTS.

A vault of academic research that reveals the what, how and why women think, feel, need and desire what they do. WomIntuition is the starting place for everything we do, and the results are extraordinary.

Our active insight panel of dynamic female influencers have a powerful perspective on what really matters and what’s really happening among their cohorts. Their perspective provides fuel and fodder.

Our proprietary measure of brand health through the lens of what women expect and desire. It can reveal how your brand misses the mark in communicating the attributes most important for women and determine how your brand measures on a woman’s terms. It will define your brand’s relationship to women relative to your competitors and explore which of your brand’s strengths can be enhanced for women.

WomIntuitionSM

Muses

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Attracting, Retaining and Managing the Wealth of Women

Economy & Finance

Transcript of Attracting, Retaining and Managing the Wealth of Women