US-based Citi is preparing a complete offer of products and services directed at the retail segment after, over the last few years, it had a limited offer for individual clients, through its CitiFinancial division. The Americans have been present on the local market since 1996, boasting a strong position on the segment dedicated to large companies. Citibank Romania operates through a relatively small network - eight branches dedicated to corporate clients, and, over the last three years, has also developed CitiFinancial branches, which only specialise retail credits. With a constant focus on the corporate segment, the Americans have gradually lost ground to banks, which took advantage of the retail market growth, with Citi leaving the top ten as a result. "In 2009 we will continue to develop our successful corporate division, as well as further consolidate our division dedicated to SMEs. On the individual client segment, we plan to reposition ourselves from the current model to a fully-developed retail banking model," Shahmir Khaliq, Citi's Country Officer for Romania, explained for ZF.
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