The concept of “Success Transfer,” pioneered by Citi, goes beyond knowledge sharing to include full implementation of proven business models across geographies. Originating in Citi’s global credit card operations, it involves replicating successful products, platforms, brands, personnel or operating models from mature markets to growth markets, adapting them to local needs rather than reinventing them. Enabled by the internet and global connectivity, Success Transfer has become an aggressive growth strategy.

In credit cards, this opportunity is especially large. Consolidation in the US card industry has created a deep pool of experienced talent, while global acceptance of credit and cards is accelerating rapidly, often outpacing US growth. By transferring US best practices—acquisition models, credit scoring and operations—financial institutions can quickly scale card businesses worldwide. Cultural shifts, outsourcing and rising consumer spending have further fueled this global adoption of credit.