Consumer Businesses


Proudly serving more than 100 million clients in 40 countries, Citi's Global Consumer Banking business is among the largest retail banks in the world. Primarily known as Citibank and strategically centered in the world's top cities, Global Consumer Banking uses its deep footprint to deliver a consistent and enhanced client-centric banking experience. Global Consumer Banking accounted for nearly 40 percent of total deposits and 50 percent of total revenues within Citicorp in 2011.

Global Consumer Banking consists of five primary business units - Retail Banking, Citi Branded Cards, CitiMortgage, Citi Commercial Bank and Retail Services - that operate in our four key global regions: North America, Latin America, Europe, Middle East and Africa, and Asia Pacific. Operations outside the U.S. account for approximately half our total loans, deposits, revenues and net income.

Our Global Consumer Banking businesses are strong in some of the world's most important growth markets, from China, Malaysia, Korea and India in Asia Pacific, to Poland and Russia in Europe, to Mexico, Brazil, Colombia, Argentina and Panama in Latin America. In Mexico, Citi's Banamex franchise serves more than 20 million people and is the country's largest financial institution as measured by assets and customer-managed resources.

>> Retail Banking

Global Consumer Banking

Primarily known as Citibank and centered in the world's top cities, Citi's network of global retail banks consists of more than 4,600 branches across the globe and holds deposits exceeding $300 billion. Citibank offers Checking and Savings accounts, Small Business and Wealth Management among our financial services. In 2011, we opened state-of-the-art digitized Citi Smart Retail Banking branches in Washington, D.C., New York, Tokyo and Busan, South Korea, and continued renovating our entire branch network. We also opened innovative sales and service centers in Moscow and St. Petersburg and Citi Express modules – 24-hour service units – in Colombia. Branch openings in three new cities in China expanded our presence in the country to 13 cities.

>> Citi Branded Credit Cards

As one of the world's largest credit card issuers, Citi Branded Cards introduced several new products in 2011, including: Citi ThankYou®, Citi Executive®/AAdvantage® and Citi Simplicity® cards in the U.S.; Latin America partnership cards with Colombia-based airline Avianca and with Banamex and AeroMexico; and a merchant loyalty program in Europe.

>> Citi Retail Services

Citi Retail Services (formerly Retail Partner Cards) moved from Citi Holdings to become an integral part of GCB in 2012, after solidifying several existing partnerships and changing its name to reflect the comprehensive suite of services it offers to partners. It is one of the largest providers of consumer and commercial credit card products, services, and retail solutions in the U.S., with nearly 90 million accounts with iconic brands such as The Home Depot, Macy's, Sears, Shell, and ExxonMobil, among others.

>> Citi Commercial Bank

Citi Commercial Bank is dedicated to serving the needs of 100,000 small to medium-size companies in 32 countries. The business' global strategy is to leverage Citi's worldwide network to help our clients navigate a continually globalizing marketplace. The business grew profitably in 2011 and has improved overall client satisfaction within each region.

>> Citi Mortgage

U.S. mortgage originations of $63 billion continued to show strong improvement, particularly in branch volumes and through the direct-to-consumer channel, which recently surpassed $1 billion. Helping to keep people in their homes remained a top priority throughout 2011. Since 2007, we have helped more than one million homeowners in their efforts to avoid potential foreclosure. We launched the Road to Recovery consumer outreach and homeowner support network in the U.S. to help distressed homeowners. Globally, Citi Mortgage partnered with target markets to build a foundation for expansion in countries with high-growth opportunities.