Citi Bank has launched a subscription management service in the United Arab Emirates (UAE) in partnership with Mastercard as part of its wider digital banking strategy.

Smart Subscriptions enables Citi cardholders to view and manage recurring digital subscriptions directly through the Citi mobile banking app.

Customers can track services such as streaming platforms and meal delivery subscriptions, which Citi said gives them greater visibility over recurring payments and committed spending.

The feature connects banks, merchants and consumers through a single subscription management experience. Powered by Ethoca, a Mastercard company, the solution also enables users to access itemised digital receipts from hundreds of participating merchants.

According to Mastercard, issuers adopting Smart Subscriptions have typically recorded an average 10 per cent increase in customer spending on subscriptions. The company said the technology can also help merchants reduce chargebacks, improve customer retention and minimise unnecessary payment cancellations.

Shamsa Al-Falasi, chief executive of Citibank UAE and UAE country officer and banking head, said launching the service first in the UAE reflected the country's position as a key market for digital banking innovation.

”As we focus on driving digital progress and supporting our clients, the UAE is a key market to debut this pioneering solution,” she said. “Our collaboration with Mastercard to launch Smart Subscriptions globally from the UAE underscores Citi's commitment to delivering world-class digital capabilities that empower our clients.”

The launch follows research commissioned by Mastercard from Forrester Consulting, which found strong demand among UAE consumers for subscription management tools. The study found that 78 per cent of respondents were interested in receiving subscription management services from their bank or card issuer, while 84 per cent said they would be more likely to use such a tool if it was integrated into their banking app.

The research also found that 83 per cent of consumers would be encouraged to use a subscription management service if it included simple, embedded cancellation options.

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