Citi’s Retail Banking Revenues Grow from Digital Strategy

Citi has reduced their branch network by more than 16 percent in the last two years and has plans to continue this trend; the bank has seen their retail banking revenues grow despite less branches as their digital channels have picked up the slack; digital users grew 13 percent and mobile users grew 21 percent as the company looks to expand their digital footprint; “We’re making investments in digital, and growing our franchise through digital rather than the physical footprint,” said CFO John Gerspach on an earnings call; the company has also looked to retool branches by rolling out digital aspects in the branch using computers and iPads. Source.