Citibank has closed the Citi Custom Cash card to new applicants, ending enrollment for the popular cash-back credit card. Current cardholders retain full access and can continue using their accounts without interruption.
The Citi Custom Cash card offered 5% cash back on the first $500 spent each month in your choice of category (gas stations, groceries, transit, or parking), then 1% on all other purchases. This flexible structure appealed to everyday spenders seeking category bonuses without the complexity of rotating categories.
Citibank did not announce a replacement product. The closure marks a strategic shift for the bank's cash-back portfolio. Existing customers should evaluate their spending patterns to determine if the card still fits their needs. Those who hold the card can maintain it indefinitely unless Citibank discontinues the product entirely, though that action would give cardholders advance notice and a transition period.
For consumers seeking similar rewards, alternatives include the Chase Freedom Unlimited (1.5% flat cash back), the Discover it Cash Back (5% rotating categories plus 1% everything else), and the US Bank Cash+ card (5% in two rotating categories). Each has different annual fees and earning structures.
The timing matters for those considering new cash-back cards. Cash-back products sometimes close as banks reallocate marketing budgets or streamline product lines. Existing cardholders face no immediate changes, but should review their annual spending to confirm the card still justifies its place in their wallet.