Allowing customers the ability to analyze their spending on mobile, within a specific range of dates, does not sound like the height of fintech innovation—so why is Citi the only major U.S. credit card issuer to do so?

Citi Cards launched the feature—which allows users to view a summary of their spending within a customizable timeframe—on Thursday, part of a growing list of traits the company has been steadily incorporating into the Citi Mobile App throughout the year.

According to Michelle Jackson, business innovation and investor communications strategist for Broadridge, the simplicity of these kind of features should be something that other banks try and emulate.

“Think about the existing monthly touchpoint that every bank has with that monthly bill,” Jackson told FinAi News, noting that Broadridge has launched a customer communications cloud solution to better connect the banks to consumers using these existing “touchpoints.” “There’s a lot of opportunity for firms to reach [consumers] with that low-hanging fruit.”

Other recent PFM features released in the app include the ability for customers to quick-lock accounts or contest a credit card charge—the latter of which is much easier to do with more transparency around spending.

Alice Milligan, chief customer and digital experience officer for Citi Global Cards, told FinAi News:

With mobile market penetration and usage increasing at a rapid pace (in 2017, the average U.S. adult will spend almost 2.5 hours per day using mobile apps, according to eMarketer), we need to be where our customers are and engage with them in a way that seamlessly aligns with their lifestyle. We are increasingly doing so, and in the process, providing our cardmembers with peace of mind and an ability to manage their finances in a manner that works best for them.

The holy grail for us is enabling the entire customer experience – including everything that a customer can do right now by phone or in the branch – in mobile. We have a slate of innovative digital offerings on the horizon to achieve this and more, so stay tuned.

The spend summary feature allows users to view transactions on their Citi card going back two years; the user can then categorize spending into air travel, dining, or rent, for example (at the moment, users can log their transactions in 14 separate categories of spend).

Simple, sure—but as Jackson noted, there’s great opportunity in simplicity for financial institutions mainly because it’s what most customers want.

Citi’s spend feature is available within the app now—we’ll see if other financial firms will follow its lead.

“We’ve shifted away from the days where ‘if you build it, they will come,’ said Jackson. “Today, the customers are the ones in charge.”