True Name, which launched on Mastercards issued by Citi, allows members of the transgender community to have their chosen first name appear on their payment card.
Without this feature, consumers have reported facing discrimination and harassment when their identity did not match the name on their card. And it was a problem that banks and card networks were uniquely positioned to address.
But it's more than just printing a new name on the card; to properly support this initiative, both companies had to make sure they had the full support of their organizations' culture and technology.
Because while this feature was designed for a specific pain point, it had to be a part of Citi and Mastercard's overall outreach to the people they designed it for.
Host:Michael Moeser, senior analyst, PaymentsSource
Guests: Nikki Darden, head of global marketing integration at Citigroup; and Cheryl Guerin, executive vice president of North America marketing and communications at Mastercard