Citi Releases A Single-Entry Point Digital Platform To Meet Client Needs

Citi has announced the release of a new platform known as CitiDirect Commercial Banking. The launch of this platform is part of a strategic investment plan by Citi. The banking institution plans to use the platform to meet the emerging global needs of these clients by having a single-entry point digital platform.

Citi launches a digital platform for commercial bank clients

CitiDirect Commercial Banking is a platform that brings together the global products and services offered by Citi under a single digital platform. This platform also comes with a comprehensive coverage of the relationship that Citi banking has across many financial assets such as cash, loans, FX, trade, onboarding, and servicing.

Citi has already made this offering available to clients based in the United States. More than two-thirds of the company’s clientele base across the US is currently using this platform. The bank is planning to have a pilot program during the second half of 2023 that will be available in Hong Kong, India, Singapore, and the UK.

This digital platform has been created through a close partnership deal with the clients at Citi Commercial Bank. Therefore, the platform is intuitive, and it works to deliver a seamless digital experience.

Some of the key features offered by this platform include providing access to data-driven insights that will allow the clients to make strategic decisions. The platform will also offer an efficient way of managing the day-to-day banking interactions with Citi. These interactions will be enabled through a single platform.

The clients at Citi will also be well-positioned to create new accounts, see new products and services and extend the self-service features offered by the bank. The entire process will boost the experience available for clients as they continue to grow and as their needs change.

The Global Head of Treasury and Trade Solutions at the bank said that the launch of this product demonstrated how the institutional clients at the bank worked together to deliver excellence for the clients. As such, the bank was optimistic that the partnership with colleagues across the commercial banking industry had resulted in the unique service.

Transforming client experiences

The Global Head of Citi Commercial Bank, Tasnim Ghiawadwala, noted that the release of this digital platform was a key milestone in delivering the commitments that were announced during the 2022 Investor Day by Citi.

Ghiawadwala noted that the bank had addressed its plans to offer a unique client experience that will change to support clients as they continue growing their operations globally. The head of CitiDirect Commercial Banking & Digital Transformation, Mark Sugden, said that the new banking platform has been designed and in-built with the focus of the client.

“The outcome is an innovative platform that responds to our client’s 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 rollouts throughout 203 and beyond,” Sugden said.