Citi Custom Cash: The smart card that learns your spending habits
The Citi Custom Cash® Card revolutionizes category rewards with its automatic 5% cash back on your highest spending eligible category each billing cycle. With no activation required and a generous selection of categories, this no-annual-fee card delivers premium rewards without the complexity of rotating bonuses.
Why It Stands Out:
- Automatic 5% cash back on your top eligible category
- No activation required - adjusts to your spending patterns
- $200 welcome bonus after $1,500 spend
- 0% intro APR for 15 months on purchases and balance transfers
- $0 annual fee maximizes reward value
The card excels for consistent category spenders who want high rewards without managing rotating calendars. While the $500 monthly cap limits heavy spenders, the automatic adjustment feature and broad category selection make this one of the most user-friendly 5% cash back cards available.
Card Overview and Unique Features
The Custom Cash stands apart in the crowded cash back market with its innovative automatic category selection, eliminating the hassle of activation while ensuring you always earn the maximum rewards on your biggest spending area.
Current Rates and Fees (2025)
| Fee Type | Amount | Details |
|---|---|---|
| Annual Fee | $0 | No annual fee ever |
| Additional Cards | $0 | Free authorized users |
| Foreign Transaction Fees | 3% | Per transaction abroad |
| Late Payment | Up to $41 | Based on balance amount |
| Cash Advance | $10 or 5% | Whichever is greater |
| Balance Transfer | $5 or 5% | Whichever is greater |
| Purchase APR | 18.49% - 28.49% | Variable rate based on creditworthiness |
Welcome Bonus and Requirements
The Custom Cash offers a solid welcome bonus delivered as ThankYou Points, providing flexibility in how you redeem your bonus rewards.
Current Welcome Offer
Standard Offer: Earn $200 cash back after you spend $1,500 on purchases in the first 6 months of account opening. This bonus is delivered as 20,000 ThankYou® Points redeemable for $200 cash back.
The $1,500 spending requirement represents a moderate threshold that most cardholders can achieve through regular spending. Combined with the 5% category rewards, you'll earn at least $275 total from your first $1,500 in optimized spending.
Bonus Eligibility and Requirements
- Minimum spend $1,500 over 6 months ($250/month average)
- Time frame 6 months from account opening
- Bonus format 20,000 ThankYou Points
- Eligibility restriction Not eligible if received Custom Cash bonus in past 48 months
Revolutionary Rewards Structure
The Custom Cash's automatic category selection eliminates the traditional pain points of high-earning cards, providing 5% cash back without activation requirements or calendar tracking.
5% Cash Back Categories
| Category | Examples | Notes |
|---|---|---|
| Restaurants | Dine-in, takeout, delivery | Includes bars and cafes |
| Gas Stations | Fuel pumps, in-store | EV charging included |
| Grocery Stores | Supermarkets, grocery delivery | Excludes superstores |
| Select Travel | Airlines, hotels, car rentals | Cruise lines included |
| Select Transit | Trains, taxis, rideshare, parking | Tolls and ferries included |
| Select Streaming | Netflix, Spotify, Hulu, etc. | Most major services |
| Drugstores | CVS, Walgreens, Rite Aid | Pharmacy purchases |
| Home Improvement | Home Depot, Lowe's | Hardware stores |
| Fitness Clubs | Gyms, studios, memberships | Sports clubs included |
| Live Entertainment | Concerts, sports, theaters | Ticketing services |
Important Cap: The 5% rate applies only to the first $500 spent in your top category each billing cycle. This equals a maximum of $25 bonus cash back per month or $300 annually.
How Automatic Adjustment Works
The Custom Cash's intelligent system eliminates traditional category management:
- No activation needed 5% applies automatically to highest eligible spend
- Monthly reset Category selection resets each billing cycle
- Flexible spending Top category can change month to month
- Real-time tracking View current top category in app/online
Key Benefits and Features
Beyond the innovative rewards structure, the Custom Cash includes solid purchase protections and a lengthy intro APR period, adding value for balance transfers and large purchases.
Purchase Protections
| Protection Type | Coverage | Limits |
|---|---|---|
| Purchase Protection | 120 days from purchase | $1,000/item, $5,000/year |
| Extended Warranty | Adds 24 months | Warranties 5 years or less |
| Price Protection | 60 days from purchase | $200/item, $1,000/year |
| Return Protection | 90 days from purchase | $300/item, $1,000/year |
Additional Card Benefits
- 0% Intro APR 15 months on purchases and balance transfers
- Citi Entertainment Presale tickets and exclusive experiences
- 4% Travel Bonus Additional cash back on Citi Travel bookings
- 24/7 Customer Service U.S.-based support available
- Digital Wallet Compatible Works with all major mobile payments
- Virtual Card Numbers Enhanced security for online shopping
Flexible Redemption Options
The Custom Cash offers multiple redemption paths through the ThankYou Points system, though cash back remains the most straightforward option for most users.
Ways to Redeem Rewards
| Method | Minimum | Value | Processing |
|---|---|---|---|
| Statement Credit | $25 | 1¢ per point | 1-2 billing cycles |
| Direct Deposit | $25 | 1¢ per point | 2-3 business days |
| Check | $25 | 1¢ per point | 7-10 business days |
| Gift Cards | Varies | 0.8-1¢ per point | Electronic delivery |
| Shop with Points | No minimum | 0.8-1¢ per point | At checkout |
ThankYou Points Advantage
Earning ThankYou Points instead of direct cash back provides additional flexibility:
- Point pooling: Combine with other Citi ThankYou cards
- No expiration: Points don't expire with account activity
- Transfer potential: Can upgrade to Premier for transfer partners
- Shopping portal: Earn bonus points through Citi partners
Pro Tip: While the Custom Cash earns ThankYou Points, they function identically to cash back for redemption purposes at 1¢ per point value.
Competitor Comparison
The Custom Cash competes directly with rotating category cards, offering similar 5% rates but with the advantage of automatic selection and no quarterly activation.
Head-to-Head Analysis
| Feature | Citi Custom Cash | Chase Freedom Flex | Discover it | US Bank Cash+ |
|---|---|---|---|---|
| Annual Fee | $0 | $0 | $0 | $0 |
| 5% Categories | Top spend auto | Quarterly rotating | Quarterly rotating | 2 chosen categories |
| Activation Required | No | Yes | Yes | Yes |
| 5% Spending Cap | $500/month | $1,500/quarter | $1,500/quarter | $2,000/quarter |
| Welcome Bonus | $200 | $200 | Cashback Match | $200 |
| Other Earning | 1% | 3% dining/pharmacy | 1% | 2% or 5% chosen |
| Foreign Fees | 3% | 3% | None | 2.95% |
Annual Value Comparison
Based on concentrated spending of $500/month in one category:
| Card | 5% Category Max | Activation Effort | Flexibility |
|---|---|---|---|
| Citi Custom Cash | $300/year | None | Changes monthly |
| Chase Freedom Flex | $300/year | Quarterly | Fixed calendar |
| Discover it | $300/year | Quarterly | Fixed calendar |
| US Bank Cash+ | $400/year | Quarterly choice | 2 categories chosen |
Pros and Cons
✅ Pros
- Automatic 5% category with no activation needed
- Broad category selection covers most spending types
- No annual fee makes rewards pure profit
- Long 0% intro APR for 15 months
- Solid welcome bonus with reasonable threshold
- Good purchase protections including extended warranty
❌ Cons
- Low monthly cap of $500 limits heavy spenders
- Foreign transaction fees hurt international use
- $25 redemption minimum delays access to rewards
- Single category limit can't earn 5% on multiple
- Excludes some merchants like warehouse clubs
- 48-month bonus restriction limits churning
Who Should Get This Card?
Ideal Candidates
- Consistent category spenders Who spend $500+ monthly in one area
- Simplicity seekers Wanting high rewards without activation hassle
- Streaming subscribers Multiple services add up to 5% savings
- Restaurant regulars Dining is a popular top category
- Balance transfer candidates 0% APR for debt consolidation
Poor Fit For
- Heavy category spenders exceeding $500/month caps
- International travelers due to foreign transaction fees
- Multi-category optimizers wanting 5% on several areas
- Quarterly maximizers preferring higher caps
- Immediate redeemers frustrated by $25 minimum
Application Requirements and Strategy
Credit Requirements
- Recommended score 690+ FICO for good approval odds
- Minimum score 660 FICO possible with good history
- Optimal score 720+ for best approval rates
Citi Approval Considerations
- Subject to Citi's 1/8 rule (1 app per 8 days)
- 2/65 rule: Maximum 2 apps per 65 days
- 6/6 rule: Soft limit of 6 inquiries in 6 months
- Existing Citi relationship can help approval
- Income requirements moderate for entry-level card
Application Strategy
- Check pre-qualification without hard pull
- Time appropriately around Citi velocity rules
- Lower utilization below 10% before applying
- Consider product change from existing Citi card
Strategic Considerations for 2025
Maximizing the $500 Monthly Cap
- Track spending mid-month to optimize category distribution
- Split large purchases across billing cycles if possible
- Use for recurring bills in your dominant category
- Pair with flat-rate card for spending over $500
- Consider multiple Custom Cash cards for different categories
Multi-Card Strategy
Citi allows multiple Custom Cash cards, enabling sophisticated strategies:
- Card 1: Groceries (automatic 5%)
- Card 2: Gas stations (automatic 5%)
- Card 3: Restaurants (automatic 5%)
- Result: $900 annual bonus cash back potential
Optimal Pairing Partners
- + Citi Double Cash: 2% on everything else
- + Wells Fargo Active Cash: 2% with cell phone protection
- + Chase Freedom Unlimited: 3% dining/drugstores
Final Verdict
The Citi Custom Cash® Card represents a breakthrough in category rewards design, eliminating the traditional friction of high-earning cards while maintaining competitive 5% returns. The automatic category adjustment feature solves the activation problem that plagues rotating category cards, making this ideal for busy consumers who want maximum rewards with minimum effort.
While the $500 monthly cap limits its appeal for heavy spenders, this restriction is offset by the convenience factor and the ability to hold multiple Custom Cash cards. The combination of no annual fee, solid welcome bonus, and lengthy intro APR period creates a well-rounded package that delivers value beyond just the rewards rate.
For those who consistently spend in one dominant category each month, the Custom Cash offers an unbeatable combination of high rewards and effortless earning. It's particularly attractive for streaming service subscribers, regular diners, or anyone with predictable category spending patterns.
Key Takeaways
- 5% cash back automatically on your top eligible category
- No activation required - completely hands-off earning
- $200 welcome bonus after $1,500 spend
- $500 monthly cap limits to $300 annual bonus rewards
- 0% intro APR for 15 months on purchases and transfers
- Best for consistent single-category spenders under caps