Citigroup Inc. (C): Modelo de Negócios Canvas [Jan-2025 Atualizado]

Mergulhe no intrincado mundo do Citigroup Inc., uma potência financeira global que criou com maestria sua estratégia de negócios por meio da inovadora Canvas de modelo de negócios. Essa estrutura abrangente revela como o Citigroup aproveita sua extensa rede global, tecnologias digitais de ponta e parcerias estratégicas para fornecer serviços financeiros incomparáveis ​​em vários mercados. Desde soluções bancárias personalizadas até estratégias de investimento sofisticadas, a tela revela o complexo maquinário que impulsiona uma das instituições financeiras mais influentes do mundo, oferecendo um vislumbre fascinante do pensamento estratégico por trás de seu notável sucesso.

Citigroup Inc. (C) - Modelo de Negócios: Principais Parcerias

Alianças estratégicas com instituições financeiras globais

O Citigroup mantém parcerias estratégicas com as seguintes instituições financeiras globais:

Instituição parceira	Tipo de parceria	Escopo geográfico
Banco Chartered Standard	Colaboração bancária corporativa	Ásia-Pacífico, Oriente Médio
HSBC	Soluções de pagamento transfronteiriças	Mercados globais
Banco Santander	Finanças comerciais internacionais	América Latina, Europa

Parcerias de tecnologia para soluções bancárias digitais

O Citigroup colabora com parceiros de tecnologia para aprimorar os recursos bancários digitais:

• Microsoft Azure para infraestrutura em nuvem
• Salesforce para gerenciamento de relacionamento com clientes
• IBM para inteligência artificial e tecnologias de blockchain
• Google Cloud para análise de dados avançada

Colaboração com startups de fintech

Os investimentos e parcerias de startups do Citigroup incluem:

Comece	Valor do investimento	Área de foco
Xadrez	US $ 250 milhões	Integração de dados financeiros
Listra	US $ 100 milhões	Processamento de pagamento
Klarna	US $ 50 milhões	Compre agora, pague os serviços posteriores

Parcerias com redes de processamento de pagamentos

Principais parcerias de rede de pagamento:

• Visa
• MasterCard
• American Express
• UnionPay

Empresas de conformidade e consultoria regulatórias

As parcerias de conformidade e consultoria do Citigroup:

Empresa de consultoria	Tipo de serviço	Valor anual do contrato
Deloitte	Conformidade regulatória	US $ 75 milhões
Pwc	Gerenciamento de riscos	US $ 60 milhões
Ernst & Jovem	Aviso financeiro	US $ 55 milhões

Citigroup Inc. (C) - Modelo de negócios: Atividades -chave

Serviços bancários e financeiros globais

O Citigroup opera em 160 países e jurisdições, com aproximadamente 200 milhões de contas de clientes em todo o mundo. Total de ativos bancários globais a partir do quarto trimestre 2023: US $ 2,416 trilhões.

Segmento geográfico	Receita total (2023)	Número de mercados
América do Norte	US $ 37,4 bilhões	50 mercados
Mercados internacionais	US $ 22,6 bilhões	110 mercados

Banco de investimento e mercados de capitais

Receita do banco de investimento para 2023: US $ 4,9 bilhões. Receita dos mercados globais: US $ 12,3 bilhões.

• Fusões de fusões e aquisições Advisory Deal Volume: US $ 1,2 trilhão
• Transações de subscrição de ações: US $ 87 bilhões
• Transações de subscrição de dívidas: US $ 456 bilhões

Operações bancárias comerciais e de varejo

Base de clientes bancários de varejo: 103 milhões de contas. Total de Bancos Comerciais Total de Ativos: US $ 518 bilhões.

Segmento bancário	Receita total	Número de clientes
Banco de varejo	US $ 22,7 bilhões	62 milhões
Bancos comerciais	US $ 15,3 bilhões	41 milhões

Gerenciamento de riscos e consultoria financeira

Total de ativos de gerenciamento de riscos sob monitoramento: US $ 3,1 trilhões. As despesas de conformidade e gerenciamento de riscos em 2023: US $ 2,8 bilhões.

• Equipe de gerenciamento de riscos corporativos: 4.200 profissionais
• Investimento de segurança cibernética: US $ 1,2 bilhão
• Pessoal de conformidade regulatória: 3.800 pessoal

Transformação digital e inovação tecnológica

Transações da plataforma bancária digital: 2,4 bilhões em 2023. Investimento em tecnologia e inovação: US $ 3,6 bilhões.

Plataforma digital	Usuários ativos mensais	Volume de transação
Mobile Banking	24,6 milhões	1,7 bilhão de transações
Bancos online	38,4 milhões	712 milhões de transações

Citigroup Inc. (C) - Modelo de negócios: Recursos -chave

Extensa rede global de agências e escritórios

A partir do quarto trimestre de 2023, o Citigroup opera em 160 países e jurisdições em todo o mundo. O banco mantém 2.217 agências globalmente, com presença significativa em:

Região	Número de ramificações
Estados Unidos	723
México	1,247
Ásia -Pacífico	154
EMEA (Europa, Oriente Médio, África)	93

Infraestrutura bancária digital avançada

A infraestrutura digital do Citigroup inclui:

• Plataformas bancárias digitais que atendem 50,3 milhões de usuários digitais ativos
• Aplicativos bancários móveis com 34,2 milhões de usuários móveis ativos
• US $ 2,1 bilhões para investimento anual em tecnologia e transformação digital

Profissionais financeiros altamente qualificados

Composição da força de trabalho em dezembro de 2023:

Categoria de funcionários	Número total
Total de funcionários	238,000
Titulares de graduação avançados	62% da força de trabalho
Profissionais de mercados globais	15,700

Forte reputação da marca e confiança do cliente

Métricas de avaliação da marca:

• Valor da marca: US $ 14,2 bilhões (classificação da Forbes 2023)
• Pontuação de satisfação do cliente: 78/100
• Pontuação do promotor líquido: 42

Capital financeiro substancial e reservas

Indicadores de recursos financeiros:

Métrica financeira	Quantia
Total de ativos	US $ 2,416 trilhões
Índice de capital de camada 1	13.2%
Equidade total do acionista	US $ 232,1 bilhões
Dinheiro e devido dos bancos	US $ 189,3 bilhões

Citigroup Inc. (C) - Modelo de Negócios: Proposições de Valor

Soluções financeiras abrangentes para indivíduos e empresas

No quarto trimestre 2023, o Citigroup registrou US $ 2,2 trilhões em ativos totais e US $ 1,8 trilhão em depósitos totais. O banco oferece uma gama diversificada de produtos financeiros com as seguintes métricas importantes:

Categoria de produto	Receita total (2023)	Penetração de mercado
Bancos bancários do consumidor	US $ 37,4 bilhões	Ativo em 160 países
Banco corporativo/de investimento	US $ 42,6 bilhões	Banco Global de Investimento Global
Gestão de patrimônio	US $ 15,2 bilhões	US $ 1,3 trilhão em ativos do cliente

Serviços bancários globais em vários mercados

O Citigroup opera em regiões geográficas -chave com presença significativa no mercado:

• América do Norte: 45% da receita total
• América Latina: 22% da receita total
• Ásia -Pacífico: 20% da receita total
• EMEA (Europa, Oriente Médio, África): 13% da receita total

Plataformas bancárias digitais inovadoras

Métricas bancárias digitais para o Citigroup em 2023:

Métrica da plataforma digital	Valor
Usuários bancários móveis	21,4 milhões
Volume de transação digital	US $ 1,6 trilhão
Penetração bancária online	78% dos clientes de varejo

Conselhos financeiros personalizados e gestão de patrimônio

Desempenho do segmento de gerenciamento de patrimônio:

• Total de ativos de gerenciamento de patrimônio: US $ 1,3 trilhão
• Tamanho médio da conta: US $ 2,4 milhões
• Número de consultores de riqueza: 4.200
• Receita de gerenciamento de patrimônio: US $ 15,2 bilhões

Taxas de juros competitivas e produtos financeiros

Taxas de juros e competitividade do produto a partir do quarto trimestre 2023:

Produto	Taxa de juro	Comparação de mercado
Conta poupança	4.25%	0,25% acima da média da indústria
Empréstimos pessoais	A partir de 7,99%	Competitivo com os principais bancos
Taxas de hipoteca	6,75% (30 anos fixo)	De acordo com as taxas de mercado

Citigroup Inc. (C) - Modelo de Negócios: Relacionamentos do Cliente

Atendimento ao cliente personalizado

O Citigroup atende a 160 milhões de contas de clientes globalmente a partir do quarto trimestre de 2023. O Banco oferece serviços personalizados em 160 países e jurisdições.

Segmento de clientes	Nível de personalização	Investimento anual
Indivíduos de alto patrimônio líquido	Bancos pessoais abrangentes	US $ 275 milhões
Clientes corporativos	Gerenciamento de relacionamento dedicado	US $ 412 milhões
Clientes bancários de varejo	Serviços digitais direcionados	US $ 189 milhões

Plataformas bancárias digitais e móveis

As plataformas bancárias digitais do Citigroup processaram 2,5 bilhões de transações digitais em 2023.

• Downloads de aplicativos bancários móveis: 37,6 milhões
• Usuários do Banco Digital: 28,3 milhões
• Volume de transação online: US $ 1,9 trilhão

Gerentes de relacionamento dedicados

O Citigroup emprega 4.200 gerentes de relacionamento dedicados em mercados globais.

Categoria de cliente	Gerentes de relacionamento	Portfólio médio de clientes
Gestão de patrimônio	1,600	US $ 85 milhões por gerente
Banco corporativo	2,600	US $ 250 milhões por gerente

Suporte ao cliente e serviços de consultoria

O Citigroup mantém o suporte ao cliente 24/7 em vários canais.

• Representantes de atendimento ao cliente: 22.000
• Interações anuais de suporte: 78,4 milhões
• Tempo médio de resposta: 2,7 minutos

Programas de lealdade e recompensas

Os programas de fidelidade do Citigroup cobrem várias linhas de produtos.

Programa de recompensas	Membros ativos	Pagamento anual de recompensas
Citi obrigado pontos	12,3 milhões	US $ 675 milhões
Recompensas do cartão de crédito	8,7 milhões	US $ 423 milhões

Citigroup Inc. (C) - Modelo de Negócios: Canais

Plataformas bancárias online

A plataforma bancária on -line do Citigroup atende a 165 milhões de clientes digitais globalmente a partir do quarto trimestre 2023. As transações bancárias digitais representam 78% do total de interações com os clientes. A plataforma processa aproximadamente 2,3 bilhões de transações digitais anualmente.

Métricas de plataforma digital	2023 Estatísticas
Total de clientes digitais	165 milhões
Volume de transação digital	2,3 bilhões anualmente
Porcentagem de interação digital	78%

Aplicativos bancários móveis

O aplicativo bancário móvel do Citigroup possui 48,2 milhões de usuários ativos em dezembro de 2023. O aplicativo suporta transações em 24 países e está disponível em 14 idiomas.

• 48,2 milhões de usuários de bancos móveis ativos
• Disponível em 24 países
• Suporta 14 idiomas

Rede de ramificação física

O Citigroup mantém 2.087 agências bancárias de varejo em 19 países a partir de 2024. Os Estados Unidos compreendem 723 filiais, enquanto os mercados internacionais representam 1.364 filiais.

Distribuição de ramificação	Número de ramificações
Filiais globais totais	2,087
Filiais dos Estados Unidos	723
Filiais Internacionais	1,364

Infraestrutura de caixas eletrônicos

O Citigroup opera 28.343 caixas eletrônicos globalmente a partir de 2024. Esses caixas eletrônicos processam aproximadamente 1,7 bilhão de retiradas e transações em dinheiro anualmente.

Detalhes da rede ATM	2024 Estatísticas
ATMs globais totais	28,343
Transações anuais de atm	1,7 bilhão

Call centers e suporte ao cliente

O Citigroup mantém 47 centros de suporte ao cliente em todo o mundo, lidando com 92,6 milhões de interações de atendimento ao cliente anualmente. Os centros operam em 37 idiomas e fornecem suporte 24/7.

• 47 centros globais de suporte ao cliente
• 92,6 milhões de interações anuais de clientes
• Suporte disponível em 37 idiomas
• Operações de atendimento ao cliente 24/7

Citigroup Inc. (C) - Modelo de negócios: segmentos de clientes

Clientes bancários de varejo individuais

A partir do quarto trimestre de 2023, o Citigroup atende a aproximadamente 156 milhões de clientes bancários de consumidores em todo o mundo.

Segmento de clientes	Número de clientes	Saldo médio da conta
Contas de corrente pessoal	62 milhões	$8,500
Contas de poupança pessoal	48 milhões	$15,200
Titulares de cartão de crédito	46 milhões	Limite de crédito médio de US $ 3.800

Pequenas e médias empresas

O Citigroup suporta aproximadamente 1,2 milhão de pequenas e médias empresas (PMEs) em 35 países.

• Tamanho médio de empréstimo para PME: $ 750.000
• Portfólio total de empréstimos para PME: US $ 89,3 bilhões
• Receita média anual de clientes de PME: US $ 5,6 milhões

Grandes clientes corporativos

O Citigroup atende a 3.200 clientes corporativos multinacionais a partir de 2023.

Segmento corporativo	Número de clientes	Volume médio de transação anual
Fortune 500 empresas	1,800	US $ 4,2 bilhões
1000 empresas globais	2,500	US $ 3,7 bilhões

Investidores institucionais

O Citigroup gerencia serviços de investimento para 4.500 investidores institucionais.

• Total de ativos sob gestão: US $ 1,9 trilhão
• Tamanho médio do portfólio de clientes institucionais: US $ 422 milhões
• Fundos de pensão: 1.200 clientes
• Fundos de hedge: 650 clientes
• Fundos soberanos de riqueza: 180 clientes

Indivíduos de alta rede

O segmento bancário privado do Citigroup atende a 250.000 indivíduos de alta rede.

Suporte de riqueza	Número de clientes	Valor médio do portfólio
$ 1m - US $ 10 milhões	180,000	US $ 3,2 milhões
US $ 10 milhões - US $ 50 milhões	55,000	US $ 22,5 milhões
US $ 50m+	15,000	US $ 125 milhões

Citigroup Inc. (C) - Modelo de negócios: Estrutura de custos

Investimentos de tecnologia e infraestrutura digital

Os investimentos em tecnologia e infraestrutura digital do Citigroup para 2023 totalizaram US $ 8,4 bilhões. Principais gastos com tecnologia:

Categoria	Valor do investimento
Computação em nuvem	US $ 2,1 bilhões
Segurança cibernética	US $ 1,6 bilhão
Plataformas bancárias digitais	US $ 1,9 bilhão
AI e aprendizado de máquina	US $ 1,2 bilhão
Infraestrutura de análise de dados	US $ 1,6 bilhão

Salários e compensação dos funcionários

Compensação total dos funcionários pelo Citigroup em 2023:

• Compensação total dos funcionários: US $ 28,3 bilhões
• Salário médio de funcionários: US $ 118.500
• Compensação de executivos: US $ 42,7 milhões (CEO Jane Fraser)

Despesas de conformidade regulatória

Custos de conformidade regulatória para 2023:

Área de conformidade	Despesa
Relatórios legais e regulatórios	US $ 1,5 bilhão
Gerenciamento de riscos	US $ 1,2 bilhão
Lavagem anti-dinheiro	US $ 890 milhões
Treinamento de conformidade	US $ 210 milhões

Custos de marketing e aquisição de clientes

Despesas de marketing para 2023:

• Orçamento total de marketing: US $ 1,7 bilhão
• Marketing Digital: US $ 680 milhões
• Publicidade tradicional: US $ 420 milhões
• Custo de aquisição de clientes: US $ 285 por novo cliente

Despesas operacionais globais

Redução global de custos operacionais para 2023:

Categoria operacional	Despesa
Instalações e imóveis	US $ 2,3 bilhões
Viagens e transporte	US $ 410 milhões
Manutenção da rede global	US $ 1,1 bilhão
Equipamentos e suprimentos	US $ 340 milhões

Citigroup Inc. (C) - Modelo de negócios: fluxos de receita

Receita de juros de empréstimos e produtos de crédito

Para o ano fiscal de 2023, o Citigroup registrou receita de juros líquidos de US $ 51,9 bilhões. A repartição da receita de juros inclui:

Categoria de empréstimo	Receita de juros ($ B)
Empréstimos bancários do consumidor	22.7
Empréstimos corporativos/institucionais	24.3
Recebíveis com cartão de crédito	4.9

Taxas bancárias de investimento

A receita bancária de investimento para 2023 totalizou US $ 6,2 bilhões, com a seguinte quebra do segmento:

• Taxas de subscrição da dívida: US $ 2,8 bilhões
• Taxas de subscrição de ações: US $ 1,4 bilhão
• Taxas de consultoria de fusão e aquisição: US $ 2,0 bilhões

Receitas de gerenciamento de ativos

As receitas de gerenciamento de ativos para 2023 atingiram US $ 4,1 bilhões, com:

Fonte de receita	Valor ($ b)
Taxas de gerenciamento	3.4
Taxas de desempenho	0.7

Taxas de transação e serviço

As taxas de transação e serviço para 2023 totalizaram US $ 8,5 bilhões, incluindo:

• Taxas de soluções de tesouro e comércio: US $ 5,2 bilhões
• Taxas de serviços de conta: US $ 2,3 bilhões
• Outras taxas de serviços bancários: US $ 1,0 bilhão

Renda de negociação e mercado de capitais

A renda dos mercados de negociação e capital para 2023 totalizou US $ 14,6 bilhões, com a seguinte distribuição:

Categoria de negociação	Renda ($ b)
Negociação de renda fixa	7.3
Negociação de ações	4.2
Negociação de derivativos	3.1

Citigroup Inc. (C) - Canvas Business Model: Value Propositions

You're looking at the core value Citigroup Inc. (C) delivers to its distinct customer groups right now, based on their late 2025 performance metrics. This isn't about strategy talk; it's about the hard numbers that back up their claims.

Seamless cross-border transaction services for multinational corporations

Citigroup Inc. supports global operations across its network spanning more than 180 countries and jurisdictions. The Services segment, which houses much of this capability, posted revenues of $5.4 billion in the third quarter of 2025, marking a 7% increase year-over-year. A key indicator of this cross-border strength is the 10% increase in cross-border transaction value reported for the same period. Furthermore, their role in global financial plumbing is underlined by Assets Under Custody and Administration (AUA) growing 13% to nearly $30 trillion as of the end of September 2025.

Access to global capital markets and liquidity solutions

The Markets division delivered its best third quarter ever in Q3 2025, with revenues climbing 15% year-over-year to $5.6 billion. This was supported by Equity markets revenues surging 24%, while prime balances saw continued momentum, increasing approximately 44%. The Banking segment, which includes investment banking fees, saw revenues grow 34% year-over-year in Q3 2025, reflecting strong activity in dealmaking.

Comprehensive wealth management for high-net-worth clients

The Wealth segment generated revenues of $2.2 billion in Q3 2025, an 8% increase from the prior year. Client asset gathering was strong, with the business reporting a record $18.6 billion in Net New Investment Assets (NNIA) for the quarter. Total client investment assets stood at $660 billion at the end of September 2025, representing a 14% gain. The Citigold business specifically saw revenues rise 14% to $1.3 billion.

Leading U.S. branded credit card products and rewards

Citigroup Inc.'s U.S. Personal Banking (USPB) segment, which includes branded cards, has shown consistent operational strength, achieving positive operating leverage for the 12th consecutive quarter. While Q3 2025 data focuses on revenue, prior period data shows the scale of the card business: branded credit card spending volumes reached $135 billion in the fourth quarter of the previous year, with average loans in that segment at $113 billion, up 6% year-on-year.

Institutional stability and a diversified global balance sheet

The bank's foundational strength is evident in its balance sheet metrics as of the third quarter of 2025. You can see the scale and capital position clearly here:

Metric	Value (Q3 2025 or Latest Available)
Total Assets (End of Q3 2025)	$2,642.475 billion
Year-over-Year Total Asset Growth (Q3 2025)	8.71%
CET1 Capital Ratio (End of Q3 2025)	13.2%
Supplementary Leverage Ratio (Q3 2025)	5.5%
Total Reported Revenues (Q3 2025)	$22.1 billion
Total Shareholder Capital Returned (Q3 2025)	~$6.1 billion

The reported Return on Tangible Common Equity (RoTCE) for Q3 2025 was 8.0%, though excluding the notable goodwill impairment, it reached 9.7%.

The core offerings driving these numbers are:

• Services revenues up 7% (Q3 2025)
• Markets revenues up 15% (Q3 2025)
• Wealth NNIA of $18.6 billion (Q3 2025 record)
• Citigold revenues up 14% (Q3 2025)
• Banking revenues up 34% (Q3 2025)

Finance: draft 13-week cash view by Friday.

Citigroup Inc. (C) - Canvas Business Model: Customer Relationships

You're looking at how Citigroup Inc. structures its interactions with clients across its simplified, five-core-business model as of late 2025. It's all about targeted service intensity, from dedicated human touchpoints to scaled digital efficiency.

Dedicated relationship managers for institutional clients

For the Institutional Clients Group, the relationship model centers on deep, cross-border expertise. The Services division, which includes Treasury and Trade Solutions (TTS) and Securities Services, acts as a preeminent banking partner for institutions needing global reach. Citigroup operates in more than 180 countries and jurisdictions to support these relationships. In Q2 2025, the firm's cross-border transaction values within TTS grew by 9% year-over-year, reflecting strong client engagement in transaction services. The scale of custody and administration handled by Securities Services reached $28.2 trillion in Q2 2025.

High-touch, advisory services for Citigold Private Client

The Citigold Private Client tier is explicitly designed for an elevated, high-touch relationship. To qualify for this tier, clients must maintain a minimum combined average monthly balance of at least $1 million in eligible linked deposit, retirement, and investment accounts. This relationship includes access to a Dedicated Wealth Team, comprising a Wealth Advisor and Portfolio Consultants, offering professional guidance and advanced financial planning. The focus on this segment is yielding results; the Wealth business reported revenues of $2.2 billion in Q2 2025, a 20% increase year-over-year, with client investment assets standing at $635 billion. The pre-tax margins for the Wealth business hit 29% in Q2 2025.

Here's a quick look at the entry requirement for this relationship level:

Relationship Tier	Minimum Combined Average Monthly Balance
Citigold Private Client	$1,000,000

Digital self-service and mobile banking for U.S. consumers

For U.S. consumers in the Personal Banking and Wealth Management segment, the relationship leans heavily into digital self-service. The bank converted 4 million retail banking customers to its new banking platform in the U.S. The active mobile user base for these consumers saw an 8% increase. In the Branded Cards business, which is a key part of the consumer offering, interest-earning balances grew by 5% year-over-year in Q3 2025. The spending volumes on branded credit cards reached $135 billion in the period ending early 2025.

'One Citi' cross-selling across five core businesses

The 'One Citi' concept drives the relationship strategy, ensuring clients can access the firm's full global network across its five core businesses. This strategy is supported by the active exit from 14 non-core international consumer markets to focus capital and resources. The firm's vision is to deliver this integrated service by being the premier partner for institutions with cross-border needs, a global leader in wealth management, and a valued personal bank in the U.S. home market.

Personalized digital experiences via AI integration

Citigroup Inc. is embedding Artificial Intelligence to personalize and streamline client interactions. The firm armed 30,000 developers with AI tools to write code and launched two AI platforms to boost efficiency for its 143,000 colleagues. This focus extends to institutional processes; in a June 2025 survey of market participants, 86% reported piloting GenAI for post-trade functions. Furthermore, 67% of institutional investors are using GenAI specifically for post-trade reconciliation, reporting, and clearing/settlements.

Here are the reported AI adoption statistics from industry surveys:

AI Application Area (Post-Trade)	Percentage Piloting/Using GenAI
Piloting GenAI (General)	86%
Using GenAI for Reconciliation/Reporting	67%
Using GenAI for Clearing and Settlements	67%

If onboarding takes 14+ days, churn risk rises.

Finance: draft 13-week cash view by Friday.

Citigroup Inc. (C) - Canvas Business Model: Channels

You're looking at how Citigroup Inc. (C) actually gets its value proposition to its customers, which is a mix of massive global scale and targeted digital precision as of late 2025. The channel strategy is clearly bifurcated between its Institutional Clients Group (ICG) and its Personal Banking and Wealth Management (PBWM) segments.

The sheer geographic reach is a key differentiator. Citigroup Inc. (C) maintains a physical presence in 94 markets globally, allowing it to connect and do business in nearly 180 countries and jurisdictions where it serves clients. This physical footprint supports its institutional and private bank offices, with 77 markets specifically hosting trading floors.

For the retail and wealth side, the focus is on high-value physical hubs supported by digital scale. Singapore is one of four global wealth hubs, alongside Hong Kong, UAE, and London. The flagship hub in Singapore at 268 Orchard Road has hosted 32,500 engagements with clients since its opening in late 2020.

The digital channels are seeing significant adoption, especially in the consumer space. The active mobile user base reached 20 million as of January 2025, marking an 8% increase. This digital push supports the PBWM segment, which generated $5.3 billion in U.S. Personal Banking revenue in Q3 2025. The commercial side leverages CitiDirect Commercial Banking, which supports over 57% of the total commercial banking client base globally and is live in 8 key locations including the U.S., Hong Kong, and Singapore. Furthermore, the Citi Payments Express online bill payment offering is live in 18 countries, having converted 4 million retail banking customers in the U.S..

The Markets division relies heavily on its electronic execution platforms, which drove Q3 2025 Markets revenues to $5.6 billion. The Equity markets portion specifically generated $1.54 billion in Q3 2025, supported by record prime balances that were up approximately 44% year-over-year in that quarter.

Co-brand partner channels are a vital part of the credit card business, where Citigroup Inc. (C) is the third-largest issuer of credit cards in the U.S.. The Global Co-branded Credit Card Market size was expected to reach $16.00 billion in 2025. Citigroup Inc. (C) maintains private-label and co-brand cards with major retailers such as Macy's Inc. and Wayfair Inc.. The bank is also actively managing its key airline partnerships, securing full control over the American Airlines portfolio from Barclays Bank starting in 2026.

Here is a summary of the scale across these key channels as of late 2025:

Channel Component	Metric	Value / Count	Period / Context
Global Physical Footprint	Markets with Trading Floors	77 markets	Late 2025
Global Physical Footprint	Markets with Physical Presence	94 markets	Late 2025
Digital Platforms (Consumer)	Active Mobile Users	20 million	January 2025
Digital Platforms (Consumer)	Active Digital Users (Online/Mobile)	25 million	Q1 2024
Digital Platforms (Commercial)	CitiDirect Commercial Banking Coverage	over 57% of total commercial client base	As of August 2025
Digital Platforms (Commercial)	Citi Payments Express Countries Live	18 countries	Late 2025
Wealth Hubs (Physical)	Global Wealth Hub Locations	4 (Singapore, Hong Kong, UAE, London)	Late 2025
Wealth Hubs (Physical)	Singapore Flagship Engagements	32,500 engagements	Since late 2020
Trading Desks (Electronic)	Markets Revenue	$5.6 billion	Q3 2025
Co-brand Partners	Global Co-branded Card Market Size Estimate	$16.00 billion	2025 Estimate

The U.S. Personal Banking revenue, which flows through its digital and branch network, was $5.3 billion in Q3 2025. Also, the Wealth Management segment generated $2.2 billion in revenue for Q3 2025, driven partly by $18.6 billion in record Net New Investment Assets for that quarter.

• U.S. Branded Cards interest-earning balances grew 5% year-over-year in Q3 2025.
• The bank is the third-largest credit card issuer in the U.S..
• The Banking segment saw revenues of $2.13 billion in Q3 2025.
• Investment Banking revenue reached $1.15 billion in Q3 2025.

Citigroup Inc. (C) - Canvas Business Model: Customer Segments

You're looking at the core groups Citigroup Inc. serves across its global footprint as of late 2025. Honestly, the client base is split into two massive buckets: the Institutional Clients Group and Personal Banking and Wealth Management.

For the institutional side, you're talking about multinational corporations and financial institutions. These clients rely on Citigroup Inc. for cross-border needs, which is a huge part of their value proposition. The Services division, which houses Treasury and Trade Solutions (TTS) and Securities Services for these clients, posted revenues of $5.1 billion in the second quarter of 2025. Also, the Banking division, which serves corporate clients, saw revenues increase by 18% in Q2 2025.

Governments and public sector entities are another key segment, leaning on Citigroup Inc.'s global network for banking and capital markets support. The bank does business in more than 180 countries and jurisdictions, which is essential for serving sovereign clients.

The wealth management tiers target high-net-worth and ultra-high-net-worth individuals, plus the affluent and mass-affluent. The wealth revenues showed strong growth, increasing 24% in the first quarter of 2025 across all three client segments. Client investment assets in the wealth segment hit $595 billion as of Q1 2025.

The U.S. consumer base is anchored by its credit card operations. While the firm has been simplifying its consumer footprint globally, the U.S. remains a core market. For instance, average loans in the branded card segment were $113 billion year-over-year as of the end of 2024.

Here's a quick look at how some of these segments stacked up with the latest figures we have:

Customer Segment Category	Metric Type	Latest Reported Value (2025 or most recent)	Period/Context
Wealth Management Clients	Client Investment Assets	$595 billion	Q1 2025
Institutional Clients (Services Revenue)	Revenue	$5.1 billion	Q2 2025
U.S. Consumer Cards	Average Loans	$113 billion	Year-over-year as of Q4 2024
U.S. Consumer Cards	Net Credit Loss Rate	3.6%	Q4 2024
Global Operations	Countries/Jurisdictions Served	More than 180	Late 2025

You can see the focus on scaling wealth management and maintaining strength in institutional services. The consumer segment is clearly defined by its card base, which is substantial:

• Multinational corporations and financial institutions
• Governments and public sector entities
• High-net-worth and ultra-high-net-worth individuals
• Affluent and mass-affluent U.S. consumers (Citigold, Citi Priority)
• U.S. consumer card members (over 70 million customers)

The firm is definitely targeting market share gains across these areas, especially wealth management, as part of its 2025-2026 priorities. Finance: draft 13-week cash view by Friday.

Citigroup Inc. (C) - Canvas Business Model: Cost Structure

You're looking at the hard numbers that drive Citigroup Inc.'s operational spending as of late 2025. Honestly, managing these costs is central to hitting their return targets.

Transformation and technology investment costs remain a significant outlay. Citigroup Inc. made significant progress on its multi-year restructuring plan, with many programs at or mostly at the target state by Q2 2025, including the end-to-end risk management lifecycle and the Compliance Risk Management framework. Still, higher investments in Citi's transformation and technology were noted as a driver for higher expenses in the second quarter of 2025.

Compensation and benefits expenses saw an increase in Q2 2025. This was driven by higher severance of approximately $400 million, primarily tied to the realignment of the technology workforce. Productivity savings and stranded cost reductions partially offset these continued investments in the businesses.

Regulatory and compliance expenses are reflected in expense movements compared to prior periods. For instance, Q2 2025 operating expenses benefited from the absence of tax- and legal-related expenses seen in the prior-year period, and the absence of civil money penalties in the prior-year period also lowered the reported expense base.

Here's a look at the key expense figures and targets we have for 2025:

Expense Metric/Target	Amount/Value	Period/Context
Full-Year 2025 Expense Target	Slightly below $53.4 billion	Full Year 2025 Guidance
Total Operating Expenses	$13.6 billion	Q2 2025 Reported
Year-to-Date Operating Expense Change	Down 1%	First Half of 2025 vs. H1 2024
Severance Expense	Approximately $400 million	Q2 2025
Stranded Costs Remaining	About $1.2 billion	As of Q2 2025 (from an initial $3 billion)

General operating expenses, which include items like real estate and marketing, are embedded within the total expense figures. The firmwide expense discipline is being maintained even as they invest. The full-year 2025 expense target is projected to be slightly below $53.4 billion, though management noted that if revenues come in at the higher end of the range, around $84 billion, expenses could track commensurately higher.

The cost structure is being actively managed through several levers:

• Transformation expenses are expected to trend down over time.
• Productivity savings are being realized, some enabled by AI integration.
• Continued reduction in severance costs is expected following the Q2 2025 realignment.
• Stranded costs are actively being reduced, with about $1.2 billion remaining to be brought down.

The Q2 2025 reported expense increase of 2% on a reported basis was largely offset by lower tax and deposit insurance costs.

Citigroup Inc. (C) - Canvas Business Model: Revenue Streams

You're looking at how Citigroup Inc. actually makes its money right now, late in 2025. It's a mix of traditional lending income and high-fee institutional services, so let's break down the numbers you need to see.

Net Interest Income (NII) from lending and deposits

Net Interest Income (NII) is the core spread between what Citigroup Inc. earns on its assets, like loans, and what it pays out on its liabilities, like customer deposits. For the third quarter of 2025, total NII came in at $14.9 billion. This was up 12% year-over-year, driven by growth across most segments. Management had previously guided for Net Interest Income excluding Markets to grow by approximately 4% for the full year 2025, but by October, they revised that outlook upward, expecting NII ex-markets to advance about 5.5% for the full year. That's a solid beat on the initial expectation, showing the benefit of higher deposit balances and spreads.

Here are some key components contributing to that NII:

• Deposits by TTS customers reached $726.4 billion at the end of June 2025, up 11% from 2024.
• End-of-period loans increased to $734 billion in Q3 2025 from $725 billion in Q2 2025.

Non-interest revenue from investment banking fees

Investment banking fees are a key part of the non-interest revenue, coming from advisory, underwriting, and other deal-related services. In the second quarter of 2025, investment banking revenues rose 15% year-over-year, hitting $981 million. By the third quarter, the total Banking revenue, which includes these fees, reached $2.18 billion, with investment banking fees specifically up 17% year-over-year for that quarter. CFO Mark Mason noted in September that they were seeing good momentum across all investment-banking products.

Service fees from Treasury and Trade Solutions (TTS)

The Treasury and Trade Solutions (TTS) business generates revenue from service fees related to cash management, trade finance, and liquidity solutions. In the second quarter of 2025, TTS revenue was $3.67 billion. For the third quarter of 2025, TTS revenues were $3.9 billion, marking a 7% increase year-over-year. Non-interest revenue for TTS, which is where service fees primarily sit, saw a 15% increase compared to the first quarter of 2025.

Trading revenue from Markets (Q2 2025 Markets revenue: $5.1 billion)

The Markets division captures revenue from fixed income, currencies, and equities trading activities. As you noted, the second quarter of 2025 Markets revenue was reported at $5.1 billion. To be fair, other reports place Q2 2025 Markets revenue slightly higher at $5.88 billion, up 16% year-over-year. The third quarter showed continued strength, with Markets revenues hitting $5.6 billion, a 15% increase year-over-year.

Full-year 2025 revenue guidance of approximately $84 billion

Citigroup Inc. raised its full-year 2025 revenue guidance to approximately $84 billion, putting it at the high end of its previous range. However, by mid-October, management indicated that the full-year revenue expectation was now trending to be higher than $84 billion, including the impact of foreign exchange translation.

Here's a quick look at the reported quarterly revenue components we have data for:

Revenue Component	Q2 2025 Reported Amount	Q3 2025 Reported Amount
Total Firm Revenue	$21.7 billion	$22.1 billion
Markets Revenue	$5.1 billion (as specified) / $5.88 billion	$5.6 billion
Services Revenue (includes TTS)	$5.1 billion	$5.4 billion
Banking Revenue (includes IB Fees)	Not explicitly isolated for total revenue	$2.18 billion

You can see the momentum across the segments, which is what drives that full-year guidance update. If onboarding takes 14+ days, churn risk rises, but here, the revenue momentum is defintely positive.

The key revenue drivers for Citigroup Inc. as of late 2025 include:

• Strong growth in Net Interest Income, revised up to a 5.5% increase for NII ex-markets for the full year.
• Record third-quarter revenue across all five core business segments.
• Markets delivered its best third quarter ever with revenues up 15% year-over-year.
• Banking revenues were up 34% in Q3 2025 compared to Q3 2024.

Finance: draft 13-week cash view by Friday.