But if you've been dipping into Citi's ThankYou Points cards over the last couple of years and have been harvesting a new points bonus each few years, your hard work just came to a halt. Citi quietly updated the eligibility language for its entire line of Strata cards, and it's a pretty big change for those who have developed their rewards program around repeat sign-ups.

What Actually Changed

Citi's Strata cards have been around for years and they were running the same 48-month rule as the issuer. This translated into the ability to collect a new welcome bonus from the same card as long as it had not been collected within the previous 4 years. The original application language made this clear, as it said that bonus points would not be awarded for a new account bonus on that same card within the last 48 months.

That is no longer the case. The new terms are quite strict, saying that, if you have, or have had, the card in question then the new account bonus will not be available. It also has a less specific "general" catch-all provision on top that states that "many factors" may impact eligibility; a broader history of opening and closing and using credit cards is among those "factors. That sort of open-ended language provides Citi with much more discretion as to whether or not to refuse an application, not just on the basis of a mere date.

This is not just for one card, this is for every card! This same limitation is now appearing on the Citi Strata Premier card, Citi Strata Elite card and the basic Citi Strata card. And it doesn't stop at the existing cards: If you have ever had the old Citi Premier before it became the Citi Strata, you're not getting a welcome bonus either, effectively negating any future offers for the Citi Strata collection.

What is curious is this change appears to be a one-off at the Strata level so far. The language and words are still on the cards as they are still in the original 48-month language, although word for word, which indicates this "once per lifetime" thing is not yet present in the entire Citi portfolio.

Are there any limits to what 'Lifetime' can last?

From there it gets hazy. Even in the credit card world, once per lifetime clauses have a tendency to be less than what they actually imply. For years, other large issuers have employed such terminology, but usually not actually intended to be a lifetime ban forever.

The most obvious case of this is American Express. Amex has had its own “once per lifetime” restriction for a long time, and after years of various data points from actual card users, the actual waiting period is typically around 5 to 7 years, depending on the card and your overall history with the bank but not an actual forever ban.

Chase adds to the mix here, as they don't have a single lifetime rule on their entire list like Amex does. In the rare instances when such lifetime-stylish language is found on the specific Chase product, answers from cardholders have been all over the map; some have managed to unlock a second bonus in just a few years while others say they've never been able to do the same with that same product.

Based on its history with the industry, it's safe to say that Citi's new language will likely be the same as the rest of the market, not a permanent limitation. However, Citi hasn't given any specific timetable, nor is there any sign that one will be announced. It will take months, if not years, of Citi's customers reporting new application results before there is enough real-life data to nail down just how “lifetime” the term applies to Citi's version of the online banking service.

Until this information is available, the best way is to accept the new terms as is. If you've ever had one of the welcome cards offered by Strata before, or the predecessor to those cards Citi before it, then you should assume that you are not going to be able to earn additional welcome bonuses on these cards, but rather, you'll need to wait to get one of their new cards.

What This Means If You're Building a Points Strategy.

For those who had been counting on Citi's ThankYou Points cards as a consistent source of welcome bonuses every few years, it's a big step backwards. One of the more attractive parts of the Strata was the predictable churn cycle, and without it, it takes away a strategy many point collectors incorporated into their long-term strategies.

There is however, a bright side to this. Under these rules, each Strata card is considered a stand-alone situation:

• If the cardholder is a first-time applicant who has never had any Strata card or any old Citi Premier card, then he/she should still be able to avail the welcome bonus for the Citi Strata Premier Card.
• The same applicant is allowed to claim this bonus on the Citi Strata Elite card as well since it's assessed independently from the Premier card's history.
• This restriction is still an opportunity for the entry level Citi Strata card since the new card could earn all three welcome bonuses before this restriction takes effect.
• Although the door on bonuses may seem closed, it isn't for everyone, at least not to the extent that it's closed if you've played one of these cards before.

Offers from all the big card companies vary slightly in the rules for qualifying to receive the welcome bonus, and the rules can change even without notice, as this update demonstrates. If you're constantly applying for new cards in pursuit of welcome offers, it may be beneficial to keep up to date on each card issuer's application process guidelines and not take it for granted that last year's rules are in effect.

The Bottom Line

Citi's only real change to all its Strata card family is that it's reduced eligibility criteria, replacing the old, familiar promise of “48 months” with the more ambiguous “once per lifetime,” which will only be fully understood with enough real-world experience.

From past experience at other big issuers it's doubtful that this is a permanent ban, but until we see the actual waiting period, one can only assume that this is one that has already been issued by the banker and is therefore in the "waiting period" for a new bonus. If you haven't applied for a Strata card before and one of these has been in your mind, then you may want to make the move now as first-time applicants can still claim the bonus on all three cards, and you never know when Citi might further restrict the rules.