Citi Commercial Bank Introduces Digital Client Platform

Citi (NYSE: C) has announced the launch of a new platform, CitiDirect Commercial Banking, specifically to address the needs of Citi Commercial Bank (CCB) clients.

This is part of Citi’s significant strategic investment plan “to meet the growing global needs of these clients by delivering a single-entry point digital platform.”

CitiDirect Commercial Banking brings together Citi’s global products and services “into a single digital platform, providing clients with a 360° consolidated view of their Citi banking relationship across Cash, Loans, Trade, FX, Servicing and Onboarding.”

The platform is currently “live in the U.S., with over two thirds of our U.S. client base actively using the platform, and CCB plans to pilot it in the second half of 2023 across Hong Kong, India, Singapore, and the U.K.”

The CitiDirect Commercial Banking platform has been “created in close collaboration with CCB clients, and as a result offers an intuitive and seamless digital experience.”

Key features include “access to data driven insights necessary to help inform decision making, efficient management of day-to-day banking interactions with Citi in one place.”

Clients can also “digitally open accounts and request new products and services, extending our self-service features, which significantly enhances the experience for clients as they grow, and their needs evolve.”

Tasnim Ghiawadwala, Global Head of CCB, commented:

“This is an important milestone in delivering on our commitments set out during Citi’s 2022 Investor Day. At the time, we spoke about our intention to deliver on a differentiated client experience through a single digital platform, that will empower clients and save them time, while offering them complete visibility and control. We anticipate that CitiDirect® Commercial Banking will continue to evolve to support our clients as they grow their businesses globally.”

Mark Sugden, Head of CitiDirect Commercial Banking & Digital Transformation, said:

“Our new banking platform has been designed and built with a client-centric focus. The outcome is an innovative platform that responds to our clients’ complex needs and their expectations of a simple and intuitive digital banking experience. We are delighted with the response from clients and continue to invest whilst targeting key market roll outs throughout 2023 and beyond.”

Shahmir Khaliq, Global Head of Treasury and Trade Solutions, added:

“The launch of CitiDirect Commercial Banking demonstrates how our Institutional Clients Group ecosystem works together to deliver excellence for our clients. We are very pleased that our partnership with our colleagues in Commercial Banking has resulted in this new and differentiated service.”

As covered, Citi claims it is is a banking partner “for institutions with cross-border needs, a global leader in wealth management and a valued personal bank in its home market of the United States.”

Citi does business “in nearly 160 countries and jurisdictions, providing corporations, governments, investors, institutions and individuals with a broad range of financial products and services.”


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