How Citibank Built a $198 Billion Empire from Humble Beginnings
Learn all about how Citibank evolved from humble beginnings over 200 years ago to become the third-largest bank in America today. Get all the information you need to decide if Citibank is the right bank for you.
There are several important factors to consider when deciding which bank is right for you.
That's why gaining a bit of insight into a bank's corporate culture, history, and mission can definitely help if you're considering becoming a customer.
Citibank has been very successful despite coming from humble beginnings.
Though it has suffered plenty of hardship over its 200-plus-year history, Citibank perseveres by doing what it does best and putting customers first.
Today Citibank is a bona fide success story.
From its humble beginnings, Citibank has built an empire estimated to be worth $198 billion in market cap, as of this writing.
Everyone loves a good comeback story, especially me—I share a similar story of overcoming some financial hardship and setbacks in my own business.
And just like what happened to Citibank, there were times when my company's outlook looked a little grim… But Citibank bounced back, and so did I.
The fact that Citibank's growth strategy was based on empowering its customers resonates with me.
It's one reason why I'm fascinated with its history.
Innovation, focusing on what it does best, and building customer relationships are all at the heart of Citibank's inspiring story.
Join me as we try to to explore how the company became immensely successful and how it grew into what it is today.
After reading this, I hope to leave you inspired to go start an empire of your own.
A massive international financial institution with 2,649 branches in 19 countries
There are 723 Citibank branches in the United States, and the bank operates 1,494 branches in Mexico.
The bank operates 1,494 branches in Mexico.
That's "trillion," with a "T". According to its annual report, Citibank's parent company, Citigroup, netted just under $15 billion in 2016.
Citigroup's total combined assets were valued at $1.79 trillion dollars, with a market cap value of just under $200 billion as of writing.
Bank with Citibank to join 200 million other customers around the world
Citibank's $190 billion empire is impressive, to say the least.
Millions of customers. With 200 million customer accounts today, many people have discovered reasons to choose Citibank for their banking needs.
Onward and upward towards the future. The company has completely overcome past challenges and continues to grow and succeed.
Meeting all its customers' banking needs. Customers trust Citibank with their banking needs, credit card accounts, loans and mortgages, and investments.
High-value customers get the premium treatment.
A model for success. Citibank has come a long way from its humble beginnings.
There's a lot we can learn from looking at its history and how it has become so successful.
I'm inspired by the story of Citibank and how it grew into what it has become today.
And I think you will be too.
Citibank has come a long way since its early days as City Bank of New York
Back in 1812, the City Bank of New York was founded in New York City.
It took banking into its own hands. A group of New York-based merchants was tired of having to bank in Boston, Philadelphia, or Baltimore.
They made a petition at the state assembly to start a new bank and it was approved in 1812.
These merchants were friends with U.S. President James Madison, which might have helped a bit with the City Bank of New York's approval.
Innovation is the key to Citibank's continued growth
Despite serious setbacks like the 1929 stock market crash and the Great Depression—which ruined several rival banks—Citibank has always bounced back.
A trailblazer for U.S. banking in the 20th century. Most of its success can be attributed to being on the leading edge of innovation in the industry.
Popularized the credit card. In 1967, the bank introduced the First National City Charge Service, soon popularly known as the "Everything Card."
You might not have heard of it, but you probably have heard of what it eventually became … a little credit card company called Mastercard.
It invented the ATM?!? The bank changed its name in 1976 to become Citibank NA.
In the 1970s, Citibank went on to introduce the Automated Teller Machine (or ATM) to its customers and to the world.
Consumer banking was forever changed by the ATM.
People no longer had to squeeze in all their banking activities within the notoriously tight "banker's hours."
With the introduction of ATM's, they could now access their accounts and money 24 hours a day, 7 days a week.
Online banking pioneer. Citibank was also at the forefront of the online banking revolution.
When the World Wide Web was introduced in the 1990s, Citibank was among the first banks to provide customers secure access to their accounts online.
The result was a massive success. By 1998, Citibank was the single biggest bank in America.
It was the number-one issuer of credit cards, with customers in over 90 countries.
The 2000s was the worst decade for Citibank
Two disasters struck the financial world at the beginning of the 21st century, and Citibank had to overcome both.
Citibank had a front row seat for the dot-com crash
The "Dot-com crash" happened in the years following the turn of the millennium, after a period of rapid stock market growth fueled by the invention of the Internet.
'Pop!' goes the tech bubble. It turned out that the growth was artificial.
After burning through millions of start-up dollars, a lot of dot-com companies disappeared and went bankrupt.
The money of the people who invested in their stocks also disappeared.
The 2008 subprime mortgage crisis was Citibank's lowest point
Not long after the dot-com "tech-wreck," came an even worse event in the history of Citibank and the American economy.
Billions lost each quarter. After laying off 8% of its entire workforce in 2007, Citigroup announced it was losing billions due to the subprime mortgage crisis.
The mother of all bailouts. The problem proved too immense for the bank to overcome on its own.
Citigroup had to ask the U.S. government for three separate bailouts to avoid collapsing.
It received $45 billion total in government bailouts to keep the company operating.
For Citibank, those were dark times indeed.
A Story of Recovery and Success
Good news, we've reached the point in the story where things start to turn around for Citibank.
The bailout saved Citi and turned a profit for the government
The truth is, not everyone who received bailout money was able to fend off collapse.
Luckily for the government, the $45 billion government cash bailout Citi received to save it from collapse was paid back in the form of company stocks.
Paid back in full, with interest. The U.S. government sold its Citigroup stocks for $57 billion in 2011.
While the Treasury Department received $900 million in insurance payments from the company for protecting its portfolio during those tough times.
After the dust cleared, what resulted was a $13-billion-dollar profit for the American government.
Citibank was successfully saved by the bailout it received and managed to pay it off in the end.
It continued on its path to success and growth despite experiencing severe challenges to its business and reputation.
Citi has made some changes for the better
Citi has obviously done some soul-searching.
The leaders of the 200-plus-year-old company asked themselves what Citibank does well and what it shouldn't do at all.
Streamlining its global operations. The decision led to some restructuring of the company and some trimming back of its operations.
International banking operations are being scaled back to focus on the United States, Mexico, and Asia.
Other services not considered to be at the core of banking have been split off from Citibank by the parent company.
It chose to do one thing, and does it well. Citibank has since been concentrating entirely on its core banking business, and the results have been impressive.
Although it's no longer the biggest bank in America Citibank remains highly sought after for its banking services, in particular, its credit card offerings.
With the ever-growing number of businesses, companies, and individuals it has helped grow financially, Citibank continues to live up to its stated mission.
They believe in serving "as a trusted partner to our clients by responsibly providing financial services that enable growth and economic progress."
It's a personal inspiration. As the founder of CreditLoan.com, my own business pursues a very similar mission.
Since 1998, we've been helping to educate consumers on financial issues while providing the tools and solutions they need to effectively manage these issues.
It's not surprising I'm a huge fan of Citibank, its success, and its strategies for growth today.
How the Company Works
Citibank's core banking operations offer everything the personal banking customer needs
Citibank is concentrating on what it does best—offering its customers a full range of banking services and products.
A banker for both giant corporations and individuals. The result is the $198 billion banking empire it has become today.
The company has been proud of the huge success of its operations as the banker for some of the biggest multinational corporations in the word.
It has also regained a strong reputation as an excellent bank for those needing personal banking services and products.
All incomes levels are welcome. Citibank offers financial products and services for a diverse range of people with different incomes and priorities.
Basic banking starts with a no-frills option and goes all the way up to accounts with their own dedicated management teams.
People who are new to banking, with no savings or credit history, can choose Citibank as their banking entry point.
Others who are more established financially, who are looking for full-range services under one roof, can choose the institution for checking and savings accounts, personal loans and mortgages, credit cards, and investments.
Banking with Citibank means more than just a checking account
Citibank has been putting the needs of its customers first throughout its history.
The customer is the reason why the company created the very first Automated Teller Machines (ATM).
Putting the customer first is the reason why the bank was among the first to provide their customers with online banking.
Today Citibank continues to make banking accessible and convenient for its customers.
With a network of over 60,000 ATMs across the country, you can find one almost anywhere.
Online and mobile banking channels let you complete most of your banking tasks without having to walk into an actual branch.
A Citibank ATM should never be far away. There is a Citibank ATM in every 7-Eleven store in the USA.
You can also find one at Costco, Duane Reade, Target, and CVS.
Customers get to use Citibank ATMs across the country with no fee.
Multiple banking options. There are five banking account packages offered by Citibank.
Entry-level account. The Access account is the most simple and straightforward. There is no initial deposit required or minimum balance.
The only problem with the Access account is that you can't write checks.
Gold standard accounts. At the other end of the spectrum of Citibank banking accounts are the CitiGold and Citi Priority packages.
These respectively require a $50,000 and a $200,000 minimum monthly balance to qualify.
Stick to the basics. One of the more straightforward accounts offered by Citibank is the Basic Banking package.
To qualify you need to have a $1,500 minimum monthly balance.
Or you can just use the account to pay one bill and make one direct deposit per month.
The best choice for rewards. It's possible to earn Citibank's ThankYou Rewards points just by doing your banking with the Citibank checking account.
You need to have a minimum $10,000 monthly balance in all of your Citibank accounts to qualify.
People with these accounts earn interest on their balance and also earn ThankYou Rewards for doing simple banking activities.
Earn points for doing practically nothing. Setting up direct deposits and automatic bill payments earn you points each month.
You can earn 450 ThankYou Rewards points every month for just paying a bill and making a direct deposit.
Still on the cutting edge of digital banking. Citibank continues to push the envelope for digital banking services.
Of course, you can still bank online to pay your bills and manage your accounts.
Today Citibank also has banking options for smartphone users.
You can add your Citi debit card to a mobile wallet for even more convenience when shopping or dining.
The camera on your mobile device can be used to photograph and deposit checks.
The secure phone app allows person-to-person payments, meaning you can easily split bills or settle-up with a friend on-the-spot.
Citibank has a credit card option to suit every customer's situation
Citibank was the founder of "The Everything Card" that eventually became the MasterCard.
So the company definitely knows a thing or two about credit cards.
One of the keys to Citibank's success today is based on its domination of the credit card industry.
Citibank ranks #1 in active credit card accounts in the U.S.A.
In fact, Citibank has more than 100,000,000 credit cards in circulation in the United States alone.
That's the equivalent of a credit card account for one out of every three Americans.
The story of Citibank is one where the company succeeded because it stuck to what it knew best, and it put the interests of its customers first.
The company's dominance of the credit card industry today reflects this success story.
Credit cards for every profile. Citibank has a big selection ofcredit cards suitable for all credit scores and priorities.
Straightforward credit card. The Citi Simplicity card has no annual fee, no late fees, and a 21-month introductory period with 0% APR on purchases and balance transfers.
Unfortunately, there are no cash back or rewards points offered with this card.
The pick for cash back. If it's cash back you're looking for, the Citi Double Cash card is your best bet.
When you purchase something, you earn 1% cash back.
As soon as you pay off the balance it gets doubled for a total of 2% cash back on everything you buy.
Citi Diamond Preferred for balance transfers. If you're looking for a good Citi credit card for a balance transfer, the Citi Diamond Preferred card is a fantastic option.
There is a 0% intro APR period of 21 months. The 13.99% regular APR you'll get charged afterwards is the lowest Citibank offers on any of its credit cards.
Get off the ground sooner with AAdvantage cards. Citibank has partnered with American Airlines to offer four different Citi/AAdvantage air mile rewards credit cards.
The cards offer from 25,000–60,000 in American Airline AAdvantage bonus air miles for signing up (as long as you spend enough in the first few months).
All come with an annual fee, including the whopping $450 charged annually for the Citi AAdvantage Executive World Elite Mastercard.
Branded cards for different stores and retailers. Citibank has also partnered with many retailers and companies to provide store brand cards.
Expedia+ cards give you the chance to earn serious points towards booking travel on Expedia.com.
The Costco Anywhere Visa card is available for personal or business use.
You earn extra rewards for shopping at the wholesaler.
Citibank's AT&T Access card gives cardholders the chance to earn bonus ThankYou Reward points for shopping online.
Citibank's way of saying "thank you." As a company that has overcome many obstacles by consistently putting its customers first, it's not surprising that Citibank has a fantastic loyalty rewards program.
There are four credit cards for earning points through Citibank's rewards program.
With ThankYou from Citi, points can be redeemed for gift cards at popular retailers, travel through Expedia.com, shopping at Amazon.com, or for a statement credit.
The rewards you earn depends on the card you choose and the kinds of purchases you make.
You can earn one point per dollar spent on most purchases and double points for qualifying purchases.
For example, cardholders with the Citi ThankYou Preferred credit card get two ThankYou Rewards points for every dollar they spend at restaurants and select entertainment venues.
For all other purchases, you earn one point per dollar spent.
Redeeming ThankYou Rewards points is easy. Simply go to the ThankYou Rewards website and start choosing items to put in your shopping cart.
Your points will be applied to your purchase.
Or you can choose to use your ThankYou Reward points to get gift cards, or for booking travel through the Citi Travel Center.
Points can be used to pay bills or can be donated to charity.
If you want to turn them into cash each point will be worth half a cent, so 10,000 points can be redeemed for $50 cash.
No credit? No problem. Finally, if you have a bad credit score Citibank still has a credit card option for you.
Rebuild your score by putting a deposit down on a Citi Secured Mastercard, then use it sensibly.
Secured cards are a good way to steadily build up credit if you have none.
Here's a tip: if you want to improve your credit score to qualify to get your security deposit back, consider taking out a small personal loan.
Loans and Mortgages
Citibank gives preferential treatment to existing customers when it comes to loans and mortgages
The Citibank story is a fantastic example of how a loan can change the course of history.
The company borrowed $45 billion from the government during the recession.
The loan was the key to the bank's survival.
When it was paid back in company stock the government profited by $12 billion.
You might say Citibank is paying it forward by connecting its clients with opportunities to borrow.
Personal loans reward loyalty. In fact, since the recession, many banks stopped offering personal loans at all.
In keeping with its commitment to serving its customers, Citi still offers personal loans, but only to existing credit card, banking, or mortgage customers.
Citi personal loans range from $2,000–$50,000.
Applications for loans that are $30,000 and under can be submitted online.
For a higher amount, you need to apply in person.
The loan interest rates are fairly low compared to competitors, between 8.99–16.49% APR.
To qualify for the lowest loan rates, you have to have a credit score of "Excellent" (750–850).
You also have to choose monthly automatic payments to get the best possible loan interest rate.
To get a personal loan from Citibank you have to have a minimum annual income of $10,500.
Sound good? There's a catch. The only people who can qualify for a Citibank personal loan are existing customers.
Considering how many other options are out there for personal loans, Citibank is being pretty exclusive with its lending policy.
But you can also think of it as a way to reward its loyal customers.
Mortgage terms are better if you're with Citibank. Citibank also offers mortgages for buying a home.
You don't have to be an existing customer to get approved.
Existing customers do get a better deal though, with lower interest rates and discounted closing costs.
Citibank's incredible story has seen it survive the stock market crash, the Great Depression, the World Wars, the more recent Recession, and the Dot-Com crash.
The company knows all about investment and resilience and offers an entire spectrum of services, supports, and products to empower its customers to achieve growth and economic progress.
Get as much support as you need when investing with Citibank
Like many banks, Citibank offers investment services for consumers.
The bank offers convenient one-stop shopping for all of your investment needs.
Advice is available if you need it. Accredited Citi Financial Advisors are available to offer financial planning services.
A Citibank Financial Advisor can also help with wealth management and transfer, international investment and portfolio management.
There's also support and tools for the solo-investor. If you prefer to manage your investments yourself, Citibank provides tools and resources for online trading through your accounts.
When you think you could use a little guidance, Citi Personal Wealth Management Advisors are available.
Diverse investment options are available. Other investment products available through Citibank include education savings plans, mutual funds, bonds, annuities, and retirement plans.
Expect to pay high fees. Even if you were to completely manage the investments you made through Citibank on your own, you'd still be paying high commissions.
If you make a broker-assisted stock trade or sale, the base rate is $39.95.
If you deal with more than 100 stocks at a time a per-share surcharge is charged.
Other service charges and fees include an annual brokerage fee and a $50 annual maintenance fee for customers with IRAs.
Offering insurance options and advice. You can also buy insurance through Citibank, including term life, disability, permanent life, and long-term care insurance.
Citi Financial Advisors are available to help you pick the right insurance for you and your family.
One of the keys to the story of how Citibank has survived threats over its history to become America's third largest bank is the company's commitment to its customers.
Today, the company has 200 million customer accounts worldwide.
It certainly has come a long way from the original group of New York City merchants who simply wanted to establish a local bank to support them.
Benefit from an entire Citibank support team with exclusive Citigold status
For those customers who have a combined value of $200,000 or more in deposit, retirement, and investment accounts, Citibank offers the Citigold premium checking account.
The six-figure qualifying balance is much higher than you need for premium accounts with other banks.
In fact, $200,000 is ten times higher than the asset level you need to achieve to be included in some other banks' premium brackets.
Top Citibank customers receive comprehensive, personalized Citigold premium services
If you have the required minimum balance with Citibank, your Citigold membership includes the collaborative services of a Citigold Relationship Manager, and a Citi Personal Wealth Management Financial Advisor.
Lead your team to victory. Together the team provides comprehensive wealth planning and management and helps you maximize the benefits of Citibank's products and services.
If you have money, you can save money. Customers enrolled in the Citigold program also get savings in reduced and waived user fees for things like ATM transactions and foreign exchange transactions.
Travel perks included. Citigold members are provided with a concierge to support them when traveling, as well as special travel benefits, like access to Citigold lounges around the world.
Citibank built a $198 billion empire from humble beginnings by focusing on what it does best
The Citibank story is an inspiring one.
Citibank has worked hard to earn its reputation and grow its business.
The company has thrived in recent years and stands alone on top of the U.S. credit card industry.
As an entrepreneur, I have been through a lot with my own companies.
There were times when things really got tough.
But we become stronger due to the challenges we learn to overcome.
I've learned from the problems I've faced and the solutions I applied.
Citibank's goal of empowering its customers to grow and make progress together is the same mission we follow here at CreditLoan.com.
Now that you know more about Citibank, feel free to drop by their nearest branch or visit their website and choose from among their wide variety of banking products and services.
Have you ever banked with Citibank?
What worked for you and what didn't?
Any great tips (or nightmares) to share with the rest of us?
Let us know in the comments below.