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Citizens Bank opens innovative branch at Legacy Place in Massachusetts

Café and lounge-style spaces and other amenities created to best serve customers within the thriving retail shopping environment

BOSTON (September 13, 2010) - Citizens Bank today announced the opening of its new branch at Legacy Place in Dedham. The full-service branch is a first of its kind design for Citizens. It has innovative features created to serve busy customers at the popular new open-air shopping, dining and entertainment destination in Dedham.

“At Citizens, we are committed to creating good banking solutions that best fit our customers’ evolving needs,” said Vice Chairman Martin Bischoff, who heads Consumer and Business Banking at Citizens Financial Group.

“The new branch at Legacy Place, a prototype designed to cater to the mindset of retail consumers, and has shopper-friendly amenities for customers to do their banking, seven days a week. We are proud of this innovative branch and to be a part of the Legacy Place community.”

In addition to offering traditional teller windows, full-service ATMs at the branch and throughout many convenient locations at Legacy Place, Citizens also has wealth management and small business banking specialists on site.

The branch, created specifically with the retail shopper’s habits in mind, also includes:

• A concierge desk where customers can work with a banker to conduct their personalized banking transactions.
• Private offices and lounge-style spaces to best serve customers’ individual banking needs in the setting in which they are most comfortable.
• A sleek circular design helps to best manage customer foot traffic.
• Audio feeds and interactive video stations provide customers with detailed information on Citizens’ full suite of products and services, as well as up-to-date business, sports and entertainment news.

As part of Citizens’ commitment to convenience, the branch is open seven days a week from 9 a.m. to 5 p.m. Monday through Wednesday; 9 a.m. to 6 p.m. Thursdays; 9 a.m. to 7 p.m. Fridays; 10 a.m. to 3 p.m. Saturdays; and 11a.m. to 3 p.m. Sundays. All six ATM locations at Legacy Place are available 24 hours a day/seven days a week.

Official financial service provider of Legacy Place
Citizens Bank is the official financial service provider of Legacy Place, which enables the bank to market its brand, products, services and promotions throughout the property with signage, elevator wraps, and other high-visibility assets.

Legacy Place boasts 270,000 visitors a week and features more than 75 retailers, including Borders bookstore. As a special promotion, Citizens is awarding $100 Border gift cards to new customers who open a checking account at the Legacy branch by Sept. 30, 2010.

Hub for Citizens’ consumer-driven business operations
Legacy Place serves as the hub for Citizens’ consumer-driven business operations with more than 300 employees in the bank’s Business Banking; Retail, Sales and Support; Consumer Finance and Marketing divisions occupying approximately 40,000 square feet of office space at the open air mall.

Within the space, Citizens operates its Innovation Lab, where a dedicated team from the Marketing department develop, pilot and test new products, as well as conduct focus groups and one-on-one interviews with existing and prospective customers.

“Innovation is key to our growth, so it’s fitting that our Innovation Lab is located at Legacy Place,” said Group Executive Vice President Theresa McLaughlin, Chief Marketing Officer at Citizens Financial Group. “The new work space affords our Innovation Team the ability to further collaborate with colleagues and business lines in creating innovative products and services that best serve the financial needs of our customers. The new branch at Legacy Place will pilot these products and services.”

Since its inception, the Innovation Team has created multiple successful new products, including HomeBuyer Savings and CollegeSaver, which help customers pay for homes and college educations by rewarding them with cash bonuses of $1,000 plus interest when they save for these important purchases.

Grand Opening
Citizens will host a grand opening at the Legacy Place branch on Friday, September 10 at 2 p.m.

As part of its commitment to supporting the communities it serves, the branch will present donations to The Dedham Food Pantry and Cradles to Crayons.

About Citizens Bank

Citizens Bank is a division of RBS Citizens, N.A., operating its seven-state branch network in Connecticut, Delaware, Massachusetts, New Hampshire, New York, Rhode Island and Vermont. It has 256 branches and 752 ATMs in Massachusetts.

RBS Citizens, N.A. is a subsidiary of Citizens Financial Group, Inc., a $140 billion commercial bank holding company headquartered in Providence, R.I. CFG’s two bank subsidiaries are RBS Citizens, N.A. and Citizens Bank of Pennsylvania. They operate a 12-state branch network under the Citizens Bank brand in Connecticut, Delaware, Massachusetts, New Hampshire, New Jersey, New York, Pennsylvania, Rhode Island and Vermont, and the Charter One brand in Illinois, Michigan and Ohio. CFG has non-branch retail and commercial offices in about 40 states. CFG is owned by RBS (The Royal Bank of Scotland Group plc).