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Citi has announced the launch of a new platform that was built and designed with a customer-centric focus. The brand has officially introduced CitiDirect Commercial Banking, which will address the needs of Citi Commercial Bank (CCB) clients. This is part of the brand’s strategic investment plan to meet the growing global needs of these clients by delivering a single-entry point digital platform.
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.
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.”
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