Maria Rassoulis, Business Banking Market Executive & Senior Vice President, Citizens

October 2025 — Maria Rassoulis, business banking market executive and senior vice president at Citizens, spoke with Invest: about using big bank capabilities to deliver more personalized customer service. “Citizens’ approach is true relationship banking and being the person the client calls for advice and solutions, not simply for loans and low rates,” Rassoulis said.

What changes over the past year have most impacted Citizens, and in what ways, particularly in the New Jersey market?

We are growing. While some global players are scaling back, Citizens sees small business as foundational to the U.S. economy — and to our growth strategy. We have 174 branches in the state of New Jersey, which is a significant number considering Citizens has about 1,000 in total. We’ve looked to grow our business not only in New Jersey, but also in Florida and California. Business owners in New Jersey vacation in Florida, and now they can bank while they are there. We have a One Citizens approach, so if business owners have accounts at Citizens and they vacation, travel for business, or live part-time in Florida or California, they can continue to do their business there. 

The past year has seen significant disruptions in the banking industry. How has Citizens leveraged its stability and adaptability to navigate these challenges?

I’ve worked in the banking industry for 32 years, and over time, I’ve seen it become increasingly transactional. Today, many customers focus solely on getting the best rate or saving money, and they look to banks to deliver that. In the process, the industry has lost something important: the partner mentality. There was a time when people saw their banker as a trusted partner, not just a service provider.

At Citizens, we’re committed to restoring that trust. Our approach is rooted in true relationship banking — being the first call a client makes when they need advice or solutions, not just when they want a loan or a low rate. Fraud prevention is also a major concern today. Building strong relationships from the start helps us better protect our clients and their businesses. Ultimately, banking should be holistic. It should bring together the full picture to support business owners across a wide range of challenges, not just financial ones.

With the rise of digital banking, how is Citizens balancing technological advancements with the need for personalized customer service?

Digital banking is all about speed to market and security. Customers can go online, apply for a loan, and secure one, often without ever speaking to someone at a bank. But what happens if there’s a disruption? That’s when having someone to talk to really matters. Citizens delivers speed while also ensuring customers have access to personalized communication when they need it. The goal is to make sure conversations are centered on each customer’s specific needs, so we can offer solutions that are truly tailored to them. 

How has inflation and the interest rate environment influenced clients’ financial strategies, and what role does Citizens play in helping clients adjust?

Many businesses are closely examining their bottom lines and gross profit margins, questioning whether they can pass cost increases on to their customers. There’s a real concern that raising prices could drive clients away — and that’s where we want to help.

Some clients have paused their growth due to a liquidity crunch. The combination of previously low rates and a strong economy contributed to the current environment. Now, as rates begin to stabilize, companies are adjusting and starting to look for growth opportunities again.

Business owners are recognizing the need to pass on price increases to their customers to maintain healthy cash flow and protect margins.  At Citizens, we offer tools to support a growth strategy, maintain liquidity, and manage risk, including capabilities within our foreign exchange group to help hedge against currency risk. For example, with the euro trending higher than the dollar, U.S. businesses looking to export are facing new challenges.

With the bank’s strong legacy and commitment to community involvement, how does your team engage with the community to enhance relationships and trust?

We support financial literacy through our work with Junior Achievement of New Jersey. We also partner with the Community Food Bank of New Jersey, which provides job training in fields such as food services and warehouse logistics. In Camden, we do extensive volunteer work with Hopeworks. We partner with the New Jersey Business and Industry Association and are the official bank of the Prudential Center, New Jersey Devils, and New York Giants.

What opportunities do you see for growth in wealth management and private banking, and how are you positioning your team to capitalize on them?

We’ve seen great businesses in New Jersey grow. Many of them are in the process of succession or exit planning. The Great Wealth Transfer expects nearly $124 trillion in generational wealth to transfer to spouses, children, and grandchildren within the next two decades. A significant portion of this wealth transfer will include business assets – The Great Ownership Transfer. 

In my experience, many clients will bring banks in last when a company is being sold, but we should be the first point of contact. We can prepare the client for when that time comes. We can help better position their personal finances with wealth management advice. We can come in early and discuss different strategies on how to position the company long before the sale occurs.  For example, some small-business owners want to sell their company but keep their real estate properties. 

We’ve seen various business disruptors that affect personal levels of wealth. Getting private banking or M&A advisory involved to help put together buy-sell agreements with attorneys will prepare for potential disruptions. 

From a market perspective, what trends or shifts do you anticipate in the New Jersey banking landscape in the near term?

I anticipate continued growth. I believe we are going to get the mentality back that banks are here to advise, not just provide the lowest rates. Citizens has the capabilities of a large bank, but we also have a niche by being more boutique. We are quick with speed-to-market and resolving issues, but also bring that big bank solution capability.