The at-call cash market is getting another shake up with Citibank offering a facility to earn seven per cent for funds held, providing a monthly $5000 average balance is maintained in the non-interest bearing Citibank Plus Transaction Account.The aggressive ploy is aimed at attracting affluent customers, and Suvrat Saigal, director of wealth management at Citibank, said the bank does realise they will attract interest rate sensitive customers.Saigal said, "We aim to remain extremely competitive with rates once the current one per cent bonus offer returns to variable."We want to be very aggressive in gaining market share with affluent investors in this competitive market, and how better to get their attention than with extending a rate of return past the psychological six point something barrier to seven per cent?"We will use Citibank Plus as the everyday anchor account offering free ATM access worldwide, then allow clients to attach up to three Linked Savings Accounts paying a high return."Customers are required to keep average account balances above $5000 to receive seven per cent, with balances below receiving the current variable of six per cent, and the five-dollar monthly fee is waived if salary is directly credited.Similar products linked to bank accounts include Raboplus, currently market leader returning 6.6 per cent, the BankWest TeleNet Saver with the twelve-month introductory rate of 6.8 per cent, and the strongly marketed ING Savings Maximiser, which has not changed rates in line with the new strong competition, still sits at six per cent.Saigal said Citibank is planning on increasing market share, "significantly from its current levels of around one per cent", with the additional funds raised not targeted for specific purposes but to be added to the pool of funds for regular business activities.Marketing will begin today in the print media, with advertising coverage increasing by month's end via other media.