Consumer Businesses

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Citi’s Global Consumer Bank serves more than 100 million customers(1) in the fastest-growing cities in 24 countries worldwide.

The Global Consumer Bank (GCB) operates four geographical business lines — Branded Cards, Retail Services, Retail Banking and Commercial Banking — in Citi’s four regions: Asia; Europe, the Middle East and Africa (EMEA); Latin America; and North America. With more than a century of enviable brand and market leadership in markets like the U.S., Mexico and Asia, GCB is competitively well-positioned to grow a high credit quality customer base that benefits most from our global capabilities.

In 2015, GCB delivered meaningful progress on strategic initiatives and set the foundation for growth. We streamlined our product suite and sharpened value propositions to drive new customer acquisition, concentrated our retail presence in top urban centers with our distinctive Smart Banking® model and prioritized the digitization of our business today to reflect the massive shift in transaction activity to digital channels. We also continued to simplify and standardize systems and processes to improve efficiency while accelerating the completion of a uniform technology platform in 2016.

To accelerate speed to market with next-generation mobile banking capabilities, we established a new unit called Citi FinTech. This agile unit is charged with designing a mobile banking solution that delivers a radically simple, connected customer experience across the full range of client services: Borrow, Pay, Save, Invest and Protect. In addition to benefiting from Citi’s distinct strengths, the team will engage the best capabilities, talent and partners in financial technology (FinTech) to deliver a value proposition in the U.S. in fourth quarter 2016.

Operating approximately 3,000 branches(2) in more than 100 top cities worldwide, GCB generated $9.8 billion in pretax earnings, representing 43 percent of Citicorp’s total. In 2015, the business held $301 billion in deposits, had $391 billion in average assets and included $281.3 billion in average loans.


Citi is the world’s largest credit card issuer, with more than 138 million accounts, $363.9 billion in annual purchase sales and $133.2 billion in average receivables across Citi Branded Cards and Citi Retail Services.

Citi Branded Cards
Citi Branded Cards provides payment and credit solutions to consumers and small businesses, with more than 48.2 million accounts globally. In 2015, the business generated annual purchase sales of $283.9 billion and had an average loan portfolio of $89.7 billion.

In 2015, Citi Branded Cards continued to simplify and standardize its global product portfolio, further reducing the number of product variations by 61 percent and rolling out common global product platforms that increase product competitiveness while allowing for local customization. We introduced Citi Simplicity®, a card designed for value-focused customers, in Poland and Russia, and Citi Prestige®, geared to affluent customers, in the Philippines, Taiwan, Thailand and the United Arab Emirates. Citi Prestige now is available in a total of 13 markets representing the majority of our retail banking wealth management customer base.

Citi continues to harness the power of its scale and network to create value for partners and customers. We announced a new, expanded global agreement with MasterCard to speed delivery of payment solutions for customers and drive future payment innovation. Building on our industry-leading rewards capabilities, Citi created a single powerful global rewards platform and website that provide access for customers to redeem rewards from more than 20 global points transfer partners. The program is available in Australia, Bahrain, Colombia, Hong Kong, the Philippines, Singapore, Thailand and the U.S., and new relationships with Qantas Airways and Virgin America will empower customers with even more ways to use rewards.

In the U.S., Citi continued to enhance its proprietary and co-brand portfolio with world-class products and rewards. Costco, one of the largest and most respected retailers, selected Citi to become the exclusive issuer of Costco co-brand credit cards. Citi expanded opportunities to earn rewards faster for everyday purchases made with the ThankYou® Premier card, including gas, parking, tolls and public transportation, and also increased the value of ThankYou Points when redeeming for travel.



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