Citibank 2015 Annual Report Download - page 10

Delivering the Citigold
Promise in Manhattan
By leveraging innovative technologies
and unlocking the power of relationship
banking, the opening of the Citigold Client
Center at 5th Avenue and 52nd Street in
Manhattan marks the opening of a new
chapter in how Citi serves clients. It is the
first Citigold Client Center in the U.S. and
is the physical embodiment of the Citigold
value proposition. Citi pioneered this
model in Asia with great success and is
bringing it to the U.S. with substantial
physical investments.
New technology solutions at the branch
enable our bankers and advisors to
meet clients’ current needs as well as
Smart Banking branches in high-impact
locations in fast-growing cities around
the world, including Dubai, Jakarta, Los
Angeles, Moscow, New York and Quezon
City. Smart Banking continues to drive
growth in client acquisition, improved
satisfaction, and increases in speed
of in-branch servicing, sales and
brand recognition.
Always looking for innovative ways
to improve all aspects of the client
experience, Citi continues to test and
enhance digital features. In 2015, Citi
Handlowy was the first bank in Poland
to introduce multi-currency ATMs. Citi
introduced Touch ID to its U.S. mobile
banking app for iPhone, allowing
customers to log in with a mere touch to
access a suite of new features, including
easier mobile bill pay and check deposit.
At the Citi Innovation Lab in New
York, Citi initiated testing of a screen-
less, cardless ATM that uses iris-scan
Global Consumer
Banking
Retail Banking
Citibank meets the full range of
consumer banking needs, including
checking and savings accounts, loans,
wealth management advice and small
business services. Our Smart Banking
branch design and experience, tailored
offerings and world-class service
continue to set us apart from peers.
Through Citigold® and Citigold Private
Client, Citi provides industry-leading,
personalized wealth management services
and a host of top-tier benefits to clients
around the globe. In 2015, Citi opened
its first Citigold Client Centers in the U.S.
and Colombia, replicating the successful
model in place throughout Asia. After its
successful introduction in Latin America
and EMEA last year, Citi Priority, a unique
value proposition designed to meet the
needs of the emerging affluent, launched
in Hong Kong.
To provide Citi’s global financial advisors
with premier business and executive
training, Citi joined with The Wharton
School of the University of Pennsylvania
to form the Citi® Wharton® Global Wealth
Institute. Part of a three-year executive
education initiative, the new institute will
benefit the Citigold, Citigold Private Client
and Banamex global advisory network.
As Citi expands and enhances its digital
capabilities, we also continued to refine
our physical footprint, concentrating
“ The bank has begun a rollout of a futuristic
‘smart branch’ model in Manhattan that
jettisons the usual branch features in favor
of digital services that are more in keeping
with the atmosphere of an Apple Store.”
— The New York Times, November 13, 2015
biometric technology for authentication
and would enable customers to conduct
transactions on their smartphones
before visiting the ATM.
Across the U.S., Citi continues to
support the growth of small businesses.
After lending $9.2 billion to U.S. small
businesses in 2014, more than double
that of 2009, Citi increased lending even
more in 2015. Over $10 billion in loans
were originated in 2015, raising the total
amount of U.S. small business lending
over the past five years to $46 billion.
The Mortgage business, which provides
loans for home purchase and refinance
transactions in the U.S., originated $29.5
billion in new loans in 2015. The business
continued to focus on client relationships
by targeting originations within
Citibank’s U.S. retail bank footprint,
leveraging digital channels, and
implementing an enhanced fulfillment
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