After five years, the pioneering Citi Custom Cash® Card is closing the trail. The card is no longer accepting new applications as of May 28, 2026, the issuer confirmed.
“This change reflects Citi’s ongoing focus on managing and evolving its product portfolio,” a spokesperson said in an email. “Existing Citi Custom Cash cardmembers are not impacted and can continue to use their card and enjoy its benefits.”
A 5% cash-back product for its time
The $0-annual-fee Citi Custom Cash® Card launched in June 2021 in the wake of the COVID-19 pandemic as an option that would automatically adjust to cardholders’ changing lifestyles and spending.
It took a fresh approach, offering 5% cash back on up to $500 spent in the highest spending category per billing cycle from a set list of options. (All other purchases earn 1% back) New cardholders also had the chance to earn a welcome bonus and take advantage of an intro APR offer.
The card is unique because rewards are automated and adjusted based on cardholders' spending habits each billing cycle. This is unlike other 5% cash-back credit cards that require cardholders to remember to select and activate categories to earn that rate.
The card's categories are also broader and less limiting compared with similar cards that change their categories quarterly and can sometimes be hit or miss. Rewards categories for the Citi Custom Cash® Card include grocery stores, restaurants, gas stations, streaming services, drugstores, home improvement stores, fitness clubs, select travel, select transit and live entertainment. The Citi Custom Cash® Card has its own limits, though, with its $500 cap per billing cycle on bonus rewards. Other 5% cash-back cards have quarterly limits on rewards, not caps every billing cycle.
Citi has one true cash-back card standing
The Citi Custom Cash® Card is one of the issuer’s two cash-back cards that earn ThankYou Points, which can be redeemed for a variety of options, including transfers to Citi's travel partners. Citi's only true cash-back card left standing now is the Citi Double Cash® Card, which earns 2% cash back on all purchases: 1% when you buy, and 1% when you pay it off. That rate remains the gold standard among similar cards on the market.
