Citi
Citi (NYSE: C) is a global financial services holding company operating five core businesses — Services, Markets, Banking & International, Wealth, and U.S. Consumer Cards — serving 19,000 institutional clients (85% of the Fortune 500), 70 million U.S. card customers, and ultra-high-net-worth individuals across 90+ markets.
- Company typePublic
- Founded1812
- HeadquartersNew York, United States
- Headcount5,001–10,000
- GTM typeB2B and B2C
- OfferingServices
What Citi does
Citi is a publicly traded global financial services holding company (NYSE: C; legal name Citigroup Inc., founded 1812, headquartered in New York) that operates five interconnected core businesses: Services (treasury, payments, trade, investor and issuer services processing ~$6 trillion in daily flows), Markets (sales, trading and distribution in commodities, equities, FX, rates, and credit across 77 trading-floor markets), Banking & International (investment banking, corporate banking, and commercial banking across 90+ markets), Wealth (Citi Private Bank with 44 offices in 21 countries, U.S. retail banking, Citigold, and Wealth at Work), and U.S. Consumer Cards (70 million customers via branded, co-branded, and private-label cards). The franchise serves 19,000 institutional clients, including 85% of the Fortune 500, and ultra-high-net-worth individuals, with revenue of $85.2 billion and net income of $14.3 billion in FY 2025.
Citi's technology platform is increasingly AI-first: proprietary AI tools have been deployed in 80+ markets, with capabilities spanning process automation, fraud and anomaly detection, generative AI, and real-time knowledge retrieval. The firm is also building blockchain-based infrastructure — most notably Citi Token Services and a market-first Digital Depositary Receipts program on private shares launched in June 2026 with SIX Digital Exchange — positioning it at the intersection of traditional finance and digital assets. Underlying the platform are a 224,000-person workforce, a regulatory and balance-sheet footprint unmatched by regional peers, and ongoing organizational simplification (e.g., U.S. Retail Banking moved into the Wealth segment in December 2025).
Citi's revenue model is a mix of transaction-based fees (Markets sales and trading, capital markets, card interchange and interest), recurring/relationship-based fees (Services cash management, custody, issuer services, Wealth management fees on assets), and net interest income from lending and deposits. Distribution is enterprise-led: direct relationship management for corporates, governments, and financial institutions across 90+ markets, paired with private bank and Citigold offices for wealth clients and digital channels (citi.com, mobile apps, and co-branded partner channels) for U.S. consumer cards. Pricing is quote-based and not publicly disclosed, reflecting the negotiated, large-ticket nature of cross-border institutional and wealth business.
Citi firmographics
Firmographics- Name
- Citi
- Legal name
- Citigroup Inc.
- Website
- https://citigroup.com
- Company type
- Public
- Founded year
- 1812
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- Citi (NYSE: C) is a global financial services holding company operating five core businesses — Services, Markets, Banking & International, Wealth, and U.S. Consumer Cards — serving 19,000 institutional clients (85% of the Fortune 500), 70 million U.S. card customers, and ultra-high-net-worth individuals across 90+ markets.
- Ownership category
- akta.pro rank
Where Citi is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Citi business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Infrastructure, Marketing or Sales, Others
Revenue model
- Services: Global solutions including liquidity management, payments, trade & working capital solutions, investor services, and issuer services across Citi's global network. Processes nearly $6 trillion in payments daily.
- Markets: Sales and trading across commodities, equities, foreign exchange (130 currencies), rates, and spread products. Includes market making, underwriting, and distribution capabilities from trading floors in 77 markets.
- Banking & International: Investment Banking (advisory, debt and equity capital markets), Corporate Banking (full product suite through holistic relationships), and Commercial Banking (solutions for mid-sized and emerging corporates) across 90+ markets.
- Wealth: Serves ultra-high net worth individuals through Citi Private Bank (44 offices in 21 countries), U.S. retail banking and Citigold, and Wealth at Work for professionals. Includes lending, banking, and investment services.
- U.S. Consumer Cards: Branded, co-branded, and private label cards serving 70 million customers with digital-first products, installment lending solutions, and advanced digital experiences.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Citigold wealth management tiers with varying service levels |
| Transaction based/ take rate | Monthly | Credit card products with various reward structures |
Go-to-market motion2 records
Distribution channels8 records
Marketing channels7 records
Citi product offering
Product offeringCore offering
Citi is a global financial services holding company operating five interconnected core businesses: Services (liquidity management, payments, trade finance, investor and issuer services), Markets (sales, trading, and distribution across commodities, equities, FX, rates, and credit), Banking & International (investment banking, corporate banking, and commercial banking across 90+ markets), Wealth (Citi Private Bank, Citigold, and Wealth at Work), and U.S. Consumer Cards (branded, co-branded, and private label cards serving 70 million customers). The firm processes nearly $6 trillion in payments daily and serves 85% of the Fortune 500.
Product overview
Citi offers five interconnected core businesses operating as one integrated institution: Services (global cash management, payments, trade finance, investor services, and issuer services), Markets (sales, trading, and distribution across commodities, equities, FX, rates, and credit), Banking & International (investment banking, corporate banking, and commercial banking across 90+ markets), Wealth (private bank, retail banking, and wealth management), and U.S. Consumer Cards (branded cards and installment lending). These businesses share technology infrastructure including proprietary AI tools (deployed in 80+ markets), Citi Token Services (bridging traditional finance with digital assets), and Digital Depositary Receipts (blockchain-based private share tokenization). The firm's AI capabilities power process automation, fraud detection, personalization, and knowledge retrieval across all business lines.
Differentiator
Problem solved
Functional benefit
Brands
- Citigold: Premium banking service for wealth clients
- Citi Private Bank
- Citi Wealth
- Wealth at Work
- Citi Token Services
- Digital Depositary Receipts
- Citi Bike
Products and services
- Services Global solutions including Liquidity Management Services, Payments, Trade & Working Capital Solutions, Investor Services, Issuer Services, and Platforms and Data Services for institutional clients.
- Markets Sales, trading, and distribution solutions across commodities, equities, foreign exchange (130 currencies), rates, and spread products for corporates, institutional investors, and governments.
- Banking & International Investment Banking (advisory, debt and equity capital markets), Corporate Banking (full product suite through global network), and Commercial Banking (solutions for mid-sized and emerging corporates) across 90+ markets.
- Wealth Comprehensive wealth services including Citi Private Bank (44 offices in 21 countries), U.S. Retail Banking and Citigold, Wealth at Work, and Lending services for ultra-high net worth individuals through retail clients.
- U.S. Consumer Cards Branded, co-branded, and private label credit cards plus installment lending solutions serving 70 million U.S. customers with digital-first products and advanced digital experiences.
- Digital Depositary Receipts Tokenized depositary receipts on private shares enabling global issuers and investors direct, transparent access to private markets through blockchain infrastructure. Citi acts as both issuer and custodian.
- Citi Token Services Digital asset capability that bridges traditional finance and digital assets, enabling tokenized payments, liquidity management, and collateral mobility solutions for institutional clients.
- Family Office Vault Citi Wealth's secure AI environment enabling family office clients to leverage AI tools within a controlled, privacy-protected setting for family office operations.
Quantifiable outcome
- $6 trillion in daily financial flows processed
- +3 more outcomes
Companies that use Citi
Customer profileNamed customers2 records
Segments5 records
Ideal customer profiles4 records
Citi technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability6 records
Feature3 records
Citi partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered minor and core.
- Akrites ConsortiumminorCiti joined a coalition of technology and financial companies including Anthropic, AWS, IBM, Microsoft, Cisco, JPMorgan Chase, NVIDIA, OpenAI, and Ericsson, led by the Linux Foundation, to form Akrites - a joint initiative to find, disclose and remediate security flaws in open-source software through shared security incident response teams and coordinated vulnerability disclosure processes.
- NBAminorNBA announced expansion of its Launchpad startup program to Asia as part of a multiyear commitment at the NBA x Citi Investor Summit 2026 in Singapore. The program sources innovations from startups in sports-related technology.
- Chhatrapati Shivaji Maharaj Vastu SangrahalayaminorCiti's decade-old traveling museum initiative brings heritage exhibitions to communities, including a decade-old exhibition titled 'Networks of the Past: India and the Ancient World' developed with Mumbai's museum.
- International Paralympic CommitteeminorCiti sponsors the International Paralympic Committee, supporting strength, perseverance and determination through global para-sports.
- Yes/Boston (World Economic Forum, Amazon Web Services, Deloitte)minorCiti collaborates with World Economic Forum, AWS, and Deloitte on Yes/Boston initiative - an innovation program selecting 12 startups from 131 applicants to advance food and health solutions in Boston, working with public, private, and community collaborators.
- CREATE-ResearchminorCiti partnered with CREATE-Research on a survey of 221 asset managers across 26 countries managing $34.8 trillion in assets under management, released as the 'Upping the Innovation Game in the Asset Management Industry' report.
- SIX Digital ExchangecoreCiti launched market-first Digital Depositary Receipts using blockchain infrastructure operated by SIX Digital Exchange, one of the world's first fully regulated digital central securities depositories. Citi serves as custodian on the platform responsible for settlement and safekeeping of tokenized depositary receipts.
- KaleidominorInaugural transaction for Citi's Digital Depositary Receipts program between Kaleido (an institutional tokenization and digital asset platform and Citi portfolio company) and investors within Citi's Wealth business, with support from Citi's Secondary Private Markets business.
Scale indicators10 records
Recent moves7 records
Expansion highlights6 records
Citi competitors and assessment
Company assessmentDirect peers
- JPMorgan Chase: Largest U.S. bank with global Investment Banking, Markets, Payments, and Wealth Management businesses. Closest direct competitor across Citi's five core businesses and the benchmark for profitability among global universal banks.
- Bank of America: Major U.S. universal bank with overlapping Global Banking, Global Markets, and Consumer Cards (largest U.S. card issuer) franchises, plus U.S. wealth management. Direct competitor in nearly all of Citi's U.S. segments.
- HSBC Holdings: Most direct cross-border competitor with similar global footprint emphasis, particularly across Markets, Transaction Banking, and Wealth in Asia, Europe, and the Middle East. Comparable cross-border banking and FX franchise.
- Goldman Sachs: Premier global Investment Banking and Markets franchise with growing Wealth Management and Transaction Banking businesses. Direct competitor in capital markets advisory, equities, and fixed income sales & trading.
- Morgan Stanley: Wealth-led universal bank with significant Institutional Securities business. Direct competitor in Investment Banking, Equity Capital Markets, and wealth management, particularly in U.S. mass-affluent and advisor-led channels.
- Barclays: U.K.-headquartered global bank with Investment Banking, Markets, and Consumer Banking businesses. Overlaps with Citi in FICC, Equities, transaction banking, and U.S. credit cards (Barclays co-branded with major U.S. partners).
- Deutsche Bank: European global bank with Investment Bank, Corporate Bank, and Wealth Management franchises. Comparable in cross-border Markets, transaction banking, and European wealth, and a direct competitor in capital markets.
- UBS Group: Global wealth manager combined with Investment Bank, with strong cross-border presence especially in Asia and EMEA. Direct peer in Wealth Management and global Investment Banking.
- Wells Fargo: U.S. universal bank with significant Commercial Banking, Corporate & Investment Banking, and Wealth & Investment Management. Direct competitor in U.S. middle-market commercial banking and consumer credit cards.
- BNP Paribas: European global bank with Corporate & Institutional Banking, Commercial & Personal Banking, and Investment & Protection Services. Comparable in transaction banking, FX, and European corporate banking.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Citi social profiles
Digital presenceCiti financial estimates
Financial estimateRevenue estimate
Valuation estimate
Citi leadership team
Management profileNumber of profiles
Profiles24 records
Citi subsidiaries and ownership
Company hierarchySubsidiaries5 records
Citi funding detail
Funding detailFunding overview
Funding rounds7 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Citi M&A and investment
M&A and investmentM&A10 records
Investments342 records
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Citi
What does Citi do?
Citi is a global financial services holding company operating five interconnected core businesses: Services (liquidity management, payments, trade finance, investor and issuer services), Markets (sales, trading, and distribution across commodities, equities, FX, rates, and credit), Banking & International (investment banking, corporate banking, and commercial banking across 90+ markets), Wealth (Citi Private Bank, Citigold, and Wealth at Work), and U.S. Consumer Cards (branded, co-branded, and private label cards serving 70 million customers). The firm processes nearly $6 trillion in payments daily and serves 85% of the Fortune 500.
Is Citi a public or private company?
Citi is a public company. It is classified as public and is currently operating.
When was Citi founded?
Citi was founded in 1812. It employs 5,001 to 10,000 people.
Where is Citi based?
Citi is headquartered in New York, United States, in the North America region.
How does Citi make money?
Five revenue lines are on record. Services are the primary driver. The others are markets, banking & International, wealth and U.S. Consumer Cards.
Who are Citi's main competitors?
Direct peers on record are JPMorgan Chase, Bank of America, HSBC Holdings, Goldman Sachs, Morgan Stanley, Barclays, Deutsche Bank, UBS Group, Wells Fargo and BNP Paribas.
Does Citi have an API?
No public API is recorded for Citi.