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Citi's Global Consumer Bank (GCB) serves 62 million clients in 35 countries with a strategic focus on markets and segments in which the bank's unique global network, brand, and customer-centric products and services provide a competitive advantage. GCB aims to deliver a remarkable experience to clients through industry-leading products and services, next-generation retail formats and world-class digital channels.
Operating across Citi's four regions – Asia Pacific; Europe, the Middle East and Africa; Latin America; and North America – the GCB's growth plan is aligned with Citi's long-term strategy to harness for customers the dominant secular trends of globalization, urbanization and digitization. Well-positioned and well-diversified, we serve high credit quality, globally minded consumers in the world's top cities.
GCB's primary business lines are Credit Cards, Retail Banking, Mortgages and Commercial Banking, which together generate nearly half their revenues outside North America. As of December 31, 2013, these businesses held $332 billion in deposits, had $302 billion in loans and managed $168 billion in assets. GCB operates approximately 3,730 branches in more than 700 cities worldwide, with a strong presence in 121 of the 150 cities that contribute a third of global gross domestic product growth.
In 2013, GCB generated $10.8 billion in pretax earnings, nearly half of Citicorp's total. Revenue growth in the emerging markets – especially in Latin America and Asia – partly offset a decline in U.S. revenues resulting from the challenging economic environment. Globally, key business drivers reflect continued momentum: Consumer loans grew 2 percent, cards purchase sales increased 3 percent, assets under management rose 8 percent and average deposits were up 2 percent, with growth concentrated in checking and savings accounts.
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