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2001 ANNUAL REPORT
This is Citigroup 91925-AR-no10K-nospread 3/13/02 10:25 AM Page 2 fg63786 DISK1:Desktop Folder:
WE ARE AN ECONOMIC WE VALUE A WORKPLACE WE VALUE PEOPLE WHO… WE ASPIRE TO BE ENTERPRISE WITH… WHERE… KNOWN AS… take the company personally. a relentless focus on growth, bureaucracy is discouraged, They care about each other, the a company with the highest aiming to increase earnings by entrepreneurial thinking is fos- quality of our products and serv- standards of moral and ethical double digits on average. tered and decision-making is ices, and above all, their value to conduct—working to earn streamlined by an “open-door” our customers and shareholders. client trust, day in and day a global orientation, but with management style. out. Our word is our bond. deep local roots in every market are committed to a strong work where we operate. diversity is embraced, particularly ethic and are constantly striving to the leader in global financial in light of our globality. excel in serving their customers. services, with market leadership a highly diversified base of in every one of our major activi- earnings that enables us to employees think and act like are more interested in teamwork ties, and one of the great prosper under difficult market owners because they ARE owners. than in internal politics. companies in the world. conditions. mistakes are tolerated, admitted lead by example, giving credit to a company where the best capital employed in higher- and addressed before they become others for success and assuming people want to work, and the margin businesses, each one of real problems. personal responsibility for failure. first choice of where customers which is capable of profitable want to do business. growth on a stand-alone basis. people are promoted on their have a sense of urgency and merits rather than on their tenure, excitement, who demonstrate customer centered, providing financial strength protected by and rewarded for their perform- candor, insight and creativity, unparalleled levels of service as a financial discipline, enabling ance within the context of what and thrive in an environment means of protecting and building us to take risks commensurate they can personally control or of change, challenge and our business franchise over time. with rewards to capture attrac- influence. competition. tive opportunities. an organization with credibility people treat each other with are top performers and are com- —doing what we say and report- a close watch on our overhead mutual respect and dignity. mitted to excellence in whatever ing results with accuracy and costs, but a willingness to they do. objectivity. invest prudently in our infra- people truly feel that, no matter structure—we spend money how large we grow, each and a company dedicated to like it’s our own. every one of us can make a community service, taking a difference. leadership role in every local a focus on technological community around the world in innovation, seamlessly deliv- which we operate, and making ering value to our customers each community a better place across multiple platforms. because we are there. 91925-AR-no10K-nospread 3/13/02 10:25 AM Page 1 fg63786 DISK1:Desktop Folder:
CITIGROUP In Millions of Dollars % Change
ADJUSTED REVENUE $83,625 $77,694 8
SEGMENT INCOME GLOBAL CONSUMER Banking/Lending , , Insurance ⁽⁾ Western Europe Japan Emerging Markets , e-Consumer/Consumer Other ⁽⁾⁽⁾ TOTAL GLOBAL CONSUMER , ,
GLOBAL CORPORATE Corporate & Investment Bank , , ⁽⁾ Emerging Markets Corporate Banking and Global Transaction Services , , Commercial Lines Insurance , ⁽⁾ TOTAL GLOBAL CORPORATE , , ⁽⁾
GLOBAL INVESTMENT MANAGEMENT & PRIVATE BANKING Travelers Life & Annuity The Citigroup Private Bank Citigroup Asset Management ⁽⁾ TOTAL GLOBAL INVESTMENT MANAGEMENT & PRIVATE BANKING , ,
INVESTMENT ACTIVITIES (A) , ⁽⁾ CORPORATE/OTHER ⁽⁾⁽⁾ CORE INCOME , ,
Restructuring and Merger-Related Items—After Tax ⁽⁾⁽⁾ Income Before Cumulative Effect of Accounting Changes , , Cumulative Effect of Accounting Changes (B) ⁽⁾ - -
NET INCOME , ,
RETURN ON COMMON EQUITY (CORE INCOME) .% .% -
(A) Includes the Company’s venture capital activities, the realized investment gains and losses related to certain corporate- and insurance-related investments, and the results of certain investments in countries that refinanced debt under the 1989 Brady Plan or plans of a similar nature. (B) Accounting Changes refer to the adoption of Statement of Financial Accounting Standards No. 133, “Accounting for Derivative Instruments and Hedging Activities,” as amended and the adoption of EITF issue 99-20 Recognition of Interest Income and Impairment on Purchased and Retained Beneficial Interests in Securitized Financial Assets.” Financial Highlights
1 CITIGROUP 2001 FINANCIAL HIGHLIGHTS 91925-AR-no10K-nospread 3/13/02 10:25 AM Page 2 fg63786 DISK1:Desktop Folder:
DEAR FELLOW SHAREHOLDERS,
IN 2001, CITIGROUP SOLIDIFIED ITS POSITION AS ONE OF THE MOST SUCCESSFUL FINANCIAL
SERVICES COMPANIES IN THE WORLD, OUTPERFORMING AND LEADING THE FIELD IN THE
MOST PROFITABLE AND ATTRACTIVE GROWTH AREAS. WE REGISTERED DOUBLE-DIGIT
INCREASES ACROSS MANY LINES OF BUSINESS, AND A 20 PERCENT RETURN ON EQUITY.
While these results are a testament to the intelligence, creativity and commitment of our 268,000 employees across more than 100 countries, they also say something about our coming of age as a company. Over the past three years, we have described Citigroup as a work in progress, a new model of financial services organization that we were building to serve our clients’ financial needs and deliver value for our shareholders. Today, we can say without hesitation that the model is working. We are now completely focused on our strategic aspiration—to establish trusted relation- ships with consumers, corporations, institutions and governments as we continue to deliver the full spectrum of financial services across our multiple distribution channels. 91925-AR-no10K-nospread 3/13/02 10:26 AM Page 3 fg63786 DISK1:Desktop Folder:
2001: A YEAR OF UNPRECEDENTED “CITIGROUP HAS PROVEN THE BENEFITS OF ITS CHALLENGES 2001 was an extraordinary year. We EXTRAORDINARY DIVERSIFICATION IN A DIFFICULT saw a world transformed from pros- perity and peace to economic turmoil OPERATING ENVIRONMENT.” and war. We experienced the first —STANDARD & POOR’S, SEPTEMBER 2001 synchronized global economic slow- down in decades. We saw the There is one other important reason Salomon Smith Barney and Citigroup economy of Argentina collapse and for our success: more than two-thirds Asset Management. In total, we had to witnessed the largest corporate bank- of our employees are owners of evacuate 16,000 people from a dozen ruptcy in history. And in the U.S., Citigroup, which offers them an addi- sites in lower Manhattan. Nevertheless, amid an environment of weakening tional opportunity to participate in our company continued to function corporate credit and falling stock our company’s success. When employ- with minimal disruption. markets, the September 11 attack took ees think and act like owners, their We were conducting business imme- thousands of lives even as it struck interests are aligned with those of their diately—resuming trading when the hard at the financial markets, causing fellow shareholders and our clients are bond market reopened and again more than $30 billion of damage to served well. when the bell sounded at the New the insurance industry alone. Our achievements received important York Stock Exchange. Our Travelers Despite these considerable challenges, recognition when Citigroup, for the catastrophe-response vans arrived Citigroup continued to grow in 2001. first time, was named one of America’s just a few blocks from Ground Zero We achieved record core income of 10 Most Admired Companies by on September 12, processing claims $14.6 billion, making us once again Fortune magazine and ranked number and approving overdraft limits for one of the world’s most profitable one in our industry category. I’m people hit hard by the tragedy. companies. Our revenues rose eight especially proud that, of the top 10 Many of our own people were also percent, while expenses increased companies, not only did Citigroup hit hard by the tragedy, having lost only four percent, and our core diluted bring the fourth-highest return to family and friends, yet they contin- earnings per share were up three shareholders over the past five years, ued to perform their duties under percent. We also completed multiple but we were also rated the very best very difficult circumstances. acquisitions in key markets. At the long-term investment value. same time, we received credit rating My heartfelt thanks and admiration While we have experienced success, upgrades from Standard & Poor’s go to them and to our Disaster a great deal of work lies ahead. What and Moody’s. Recovery team, under the leadership we can say, however, is that our brand of Bob Druskin and Frank Bisignano. What allowed us to operate success- is becoming synonymous with growth, They were called into action within fully in this difficult environment was stability, innovation and shareholder minutes of the disaster and made it our unique business model—the first value, and that we have been recog- possible for us to continue working of its kind in our industry. Citigroup nized as a safe haven for millions of on behalf of our clients, our share- brings together an incredible diversity new customers around the world in holders and our markets. of products and services…multiple these uncertain times. distribution channels…a powerful With the human side of this tragedy SEPTEMBER 11 brand…the largest global footprint uppermost in our minds, we created We will never forget the terrorist of any financial services firm…capital the Citigroup Relief Fund on Sep- attack that took thousands of lives strength that enables us not only to tember 14 with an initial grant of on September 11, including six of ride out economic storms but also $15 million to provide college schol- our own people. We dedicate this to seize opportunities…acquisitions arships for the most innocent victims annual report to their memory. expertise and expense management of all—the children of those who died discipline…all built on a foundation The third building to collapse that or were permanently disabled. Since of recurring and predictable earnings. day was 7 World Trade Center, home that day, the Fund has received an to 2,500 Citigroup employees from additional $4.5 million from our shareholders, clients and employees,
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as well as individuals and organiza- markets during a period of attractive 2001 marked one more important tions from many other countries. market valuations and consolidation step toward realizing our vision for in the insurance industry. We are very grateful for your generos- Citigroup: cross-marketing initiatives led to enormous benefits for our ity and, like you, we hope that these We continued to make strong funds can in some small way help progress toward $1 billion in expense customers and shareholders. Today, secure a better future for the families savings—before reinvestment—before we derive more than $12 billion in who lost so much on September 11. the end of 2002, by leveraging tech- revenue from cross-marketing pro- nology and best operational practices grams—an increase of five percent 2001: A YEAR OF SOLID ACHIEVEMENTS across Citigroup. over 2000. We are taking measures Despite the shadow cast over 2001 to ensure that this important earn- We acquired European American by September 11 and the global eco- ings-generating trend will continue Bank, strengthening our foothold nomic downturn during the course of in 2002 and beyond. the year, Citigroup continued to build in the important consumer, small POSITIONED FOR THE FUTURE on its strengths. business and middle markets in the Northeast U.S. While I am extremely proud of our We acquired Banamex, Mexico’s achievements, I’m humbled by the We made additional prudent invest- most profitable bank, making us the enormous possibilities that await us ments in the Internet. Our alliances leading financial services provider in globally. Over the next several years, with AOL Time Warner and Microsoft that country. This deal, which was the the financial services industry will be marked by continuing consolidation, “WE CELEBRATE 100 YEARS OF SERVING THE FINANCIAL globalization and the convergence of NEEDS OF THE PEOPLE OF ASIA AND THE UNITED what were once distinct businesses. Technology will play an ever more KINGDOM.” critical role in increasing productivity and containing expenses. largest financial services investment have made us the preferred payment ever in Mexico, adds considerable product on the Internet. And we We believe Citigroup has many distribution strength to our Emerging nearly doubled our online consumer core advantages that uniquely distin- Markets franchise, and brings more accounts to 15 million. guish us from other financial services firms, and position us for continued than 1,500 branches and 4,200 ATMs Despite the difficult economic envi- success in this environment: throughout Mexico. ronment, we are also continuing to 1. Globality: While many talk about We completed the integration of make significant investments in our Associates, which has not only own technology infrastructure and globality, we define it. No other resulted in better-than-forecast cost applications that will keep us in the financial firm can match our presence savings and strong revenue returns forefront of client services globally. in more than 100 countries—some for more than a century. Our global in the U.S., but has also positioned us For example, CitiDirect® Online opportunities are extraordinary, to become a major force in consumer Banking, our Web-based transaction particularly in the fastest-growing finance markets overseas, particularly banking platform for corporate and markets of the world—the emerging in Japan. financial institution clients, is now markets—where we generate more available in 12 languages and pro- We announced our plan to spin off profits than any other financial vides access to our branches in 85 our property and casualty business in services company. 2002 to enable our company to focus countries, a significant expansion its resources more fully on higher- over last year. And our interactive 2. Diversified business portfolio: growth areas of financial services, Web sites for individual investors, We have played a lead role in defin- while giving Travelers Property SSB Access®, and corporate benefits ing the concept of a fully diversified Casualty greater headroom to grow clients, Benefits Access®, surpassed financial services firm. As 2001 illus- through capital-raising in the public a combined total of four million trated, our diversification can help accounts online.
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reduce earnings volatility, thus 7. Expense discipline and operational toward true leadership in global increasing our protection from efficiency: Keeping a tight lid on costs consumer finance. Bob’s new role, economic downturns and other is an unshakable part of our corporate in addition to his current position as unfavorable market conditions. culture and, as our experience in the Chairman and CEO of the Consumer 3. Capital strength: With the most past year demonstrated, enables Group, will enable us to leverage his equity capital of any financial services Citigroup to manage profitably talents even further as we grow our firm, at $88 billion (including trust through all kinds of business cycles. company in the years ahead. This operational flexibility allowed preferred securities), we maintain A NOTE OF APPRECIATION us to initiate a number of efficiency- control over our strategic destiny, My sincere appreciation goes to my focused projects that, in 2001, cut our positioning us to withstand difficult fellow directors for an outstanding expenses by $600 million—a key conditions and take full advantage job in 2001. We came through a contributor to our performance at the of opportunities. tough year and emerged more unified bottom of the market cycle. We antici- than ever, with a strong sense of pur- 4. Acquisitions expertise: By virtue pate additional reductions in 2002. of our tightly managed and well- pose about where we want to take honed acquisition processes, we OUR OPPORTUNITY our company in the years ahead. have become an acquirer of choice Our greatest opportunity is to For Citigroup, 2002 marks a special and often enjoy the first look at increase share in certain strategic anniversary: we celebrate 100 years the most attractive assets. This is markets in which we operate. Given of serving the financial needs of the a critical advantage in an industry the growth rates in many of those people of Asia and the United undergoing significant consolidation. economies, and our unique advan- Kingdom. We’re very proud of our tages listed above, we believe that 5. Multi-channel distribution: We achievements in these markets and we can increase our market share and have built distribution channels to the role we played in some of their earnings significantly over the coming every consumer wealth segment— landmark financial events of the 20th years. Our objective is to have annual from consumer finance branches, century. We eagerly look forward to double-digit earnings growth, on retail banking branches and the the next 100 years. average, across business cycles. Internet, to life insurance agents, Let me close with a special word to Financial Consultants and private We will achieve that by continuing to our employees. No one could have bankers. Having a world-class invest- attract, develop and retain the most predicted the kind of year 2001 turned ment bank and commercial bank talented employees available, and by out to be. But your enormous talent under one roof has enabled us to fostering an entrepreneurial culture and commitment to do what’s right provide greater value for our that allows employees of all back- for our customers and shareholders customers. In a world where value grounds to flourish individually as give me tremendous confidence in is migrating from manufacturing they work on our team. our continued success, no matter to distribution, and where open NEW CITIGROUP PRESIDENT NAMED what challenges may arise in the architecture is becoming mainstream, We began 2002 with another impor- years ahead. Thank you for making our strategy has positioned us favor- tant milestone for our company: Citigroup the great company that it is. ably for marketing multiple services the naming of Bob Willumstad as to customers around the world. President of Citigroup. Bob’s leadership 6. Financial controls: The strong of our consumer business—where he financial controls we have in place was very successful in integrating in managing each of our businesses acquisitions, building our franchises Sandy Weill have allowed us to provide full and from within, exporting our consumer accurate reporing to our shareholders. finance model into the untapped inter- We continue to manage risk carefully national markets and keeping expenses and achieve profitability by running under control—has contributed signif- our businesses well rather than by icantly to our earnings and moved us leveraging our balance sheet.
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DEAR CITIGROUP SHAREHOLDER,
IN THE TWO YEARS THAT I HAVE BEEN AT CITIGROUP, THE PEOPLE OF THIS COMPANY HAVE
MADE GREAT PROGRESS IN TRANSFORMING ITS CONSTITUENT PARTS INTO A SOUND AND
SUCCESSFUL ORGANIZATION WITH A BROAD PRODUCT SCOPE AND LOCAL OPERATIONS IN
MORE THAN 100 COUNTRIES.
This immense accomplishment has provided great value for our consumer customers, our corporate clients and investors by providing products, services and global capacity relevant to our clients’ needs, all within one organization. Citigroup, already the world’s largest financial institution, is in many ways the world’s leading financial institution.
This ability to serve our clients is manifested in the work that our clients ask us to do, day in and day out. The effectiveness of Citigroup’s combination of great financial strength and broad product as well as geographical scope also provides an opportunity for outstanding professionals to more fully realize their potential. Our highest priority, in seeking to serve our clients and provide shareholder value, is to focus with great intensity on attracting outstanding people to Citigroup and providing them with a rewarding and fulfilling environment.
Having said that, great institutions are always works in progress because only through a dynamic commitment to moving ahead strategically can an organiza- tion remain successful—all within the context of an unchanging set of underlying values. A great deal has been accomplished at Citigroup, but much remains to be done to realize the immense potential of this organization. This will always be true. When the challenges of today have been met, there will be new issues, new opportunities and new problems. Our dynamic commitment to change will best ensure that we meet the needs of our customers, provide fulfillment for our people and create shareholder value.
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2001 was an especially stressful year, for the global community and for our company. The terrorist attack on September 11 was a great tragedy, and both that attack and the continued softening of the global economy posed huge challenges to Citigroup. Our people successfully met these challenges through extraordinary effort, maintaining our operations under difficult conditions in the immediate aftermath of September 11, and producing strong financial results for the year.
In the years ahead, globalization, the spread of market-based economics and new technologies will continue to present great opportunities in the developed and emerging markets. But the challenges will also be great, both to policymakers and to each of us as participants in the global economy. No one knows what eco- nomic conditions will be like over this year or in the longer run; but I think our strategy of dynamically seeking opportunities to build our businesses, combined with intense expense discipline and a sound balance sheet, is the right approach to weathering difficult times when they occur and, at the same time, realizing what I believe is the immense potential over time for the global economy and for Citigroup.
Though we can look back with great satisfaction at all that Citigroup has accom- plished for the benefit of its customers, employees and shareholders over the past few years, I believe equally that there is absolutely no room for even one moment of complacency. All of our activities are highly competitive, and the global economic environment will always be challenging, in good times and in difficult times. Thus, we must remain committed to constant improvement and change in all of our activities, while adhering to unchanging values. This view is widely shared at Citigroup—in fact, it is central to the culture of our company.
I have continued to focus on working with Sandy and members of the Management Committee on strategic and managerial issues, acting as a sounding board for others in all our businesses, and working with clients. As my experi- ence here grows, so too does my great respect for what has been accomplished and my strong belief in the immense potential of Citigroup to serve our customers, provide opportunity for our people and create value for our share- holders. I look forward to working with Sandy, the management team and the people of Citigroup for a long time to come, in our joint undertaking to build a truly extraordinary institution.
Robert E. Rubin
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CITIGROUP NEARLY DOUBLED ITS NUMBER OF ONLINE CUSTOMERS TO 15 MILLION 91925-AR-no10K-nospread 3/13/02 10:27 AM Page 9 fg63786 DISK1:Desktop Folder:
CONSUMER GROUP
DESPITE A DIFFICULT ECONOMY, THE CONSUMER GROUP WAS A POWERFUL ENGINE OF GROWTH customer service. This, in turn, led to enhanced satisfaction lev- FOR CITIGROUP IN 2001. WITH CONSISTENT AND STRONG PERFORMANCES ACROSS THE els, deeper customer relationships BOARD, WE REINFORCED THAT A RELENTLESS FOCUS ON THE CONSUMER EXPERIENCE IS THE and greater retention—all leading to increased wallet share. BEST MEANS NOT ONLY TO SATISFY FINANCIAL NEEDS, BUT TO BUILD SHAREHOLDER VALUE
AND CONTINUE TO EXPAND THE BUSINESS INTO A TRULY DYNAMIC GLOBAL FRANCHISE. CITIGROUP BUSINESS MODEL A hallmark of the Consumer Our results in 2001 further vali- strong results in 2001. Two Group has been the ability to dated our business model—that outstanding examples are “export” a business model to is, a balanced business strategy CitiFinancial and our U.S. other businesses abroad. As focusing on revenue gains and Citi® Cards operations. Citigroup moves further into productivity enhancements, the huge, untapped international organic growth as well as growth CitiFinancial—which now consumer finance markets, this by acquisition, strict expense dis- has the largest consumer finance core competency will play a sig- cipline, and maintaining and operation in North America with nificant role in our growth, given enhancing our market leadership some 2,200 branches—continues the fact that these markets are in key business segments. to have a customer satisfaction less mature and offer enormous rating of nearly 90 percent. The opportunity going forward. Our This strategy—which has been business also was among the existing global platform has put the foundation of the Consumer lowest-cost providers in the con- the franchise in a strong position. Group’s success in recent years— sumer finance industry in 2001, has propelled us to the top in with expenses at only 3.4 percent We have demonstrated the ability every business. We are a provider of receivables. of our Consumer franchise to of more product and service acquire large companies such as choices to our customers than Citigroup’s cards business is the Associates, leverage them and our competitors, a low-cost pro- world’s largest provider of credit grow significantly. We are now ducer and, ultimately, a leading cards. In the U.S., the business among the top five companies in player in the continued consoli- has grown significantly over the the consumer finance industry in dation of the financial services last three years, at a rate estimated Japan, compared to 1997 when industry. at 1.4 times the industry average. we had no significant consumer finance presence there. We strengthened the franchise BEST IN CLASS significantly by leveraging our The Consumer Group is And consumer finance means vast product array and focusing Citigroup’s most diverse collection much more than lending. extensively on providing superior of businesses, and the majority of Primerica, which celebrates them reported exceptionally
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100YEARS IN ASIA & U.K. 100YEARS 100YEARS 100YEARS 102: the percentage increase of Citibank’s home equity business
In 1902, we opened the first branch of any American bank in Shanghai.
its 25th anniversary in 2002, consumer accounts to 15 million and have become the preferred pay- continues to be a strong distribu- ment provider on the net through alliances with America Online and tion channel domestically for Microsoft. Citibank® Online, which debuted in 2000, is now fully inte- Citigroup products. We will grated into the business and provides users with unprecedented export the Primerica business information and access, allowing them to deepen their relationships model to other countries in 2002. with Citigroup.
The fact that our business model We use the Internet to provide expanded services to our customers and is flexible and easily adaptable has greater efficiencies for our organization. And it’s working. In our private been an enormous competitive student loan business, approximately 70 percent of the business—or advantage. An example is the $1 billion—was generated and processed online. CitiMortgage closed acquisition of European American its first paperless “e-Mortgages” in the fourth quarter. And CitiFinancial Bank (EAB), a highly successful continues to increase its Internet presence. branch banking operation serving New York City and adjacent Long JAPAN Island. Our defined business The Citibank Consumer business in Japan grew substantially in 2001 model helped to integrate EAB into and benefited from a full year of expense savings at Diners Japan. the Citibanking operation, setting Growth was reported across all product categories, and we anticipate it the stage for future expansion. will continue in 2002 as we look to expand our cards, revolving credit and investment products, as well as build the banking business by Citipro®, our unique banking focusing on expanded distribution channels, including remote banking. financial-needs analysis program, In addition, as the regulatory environment changes in Japan, we expect has become embedded in the the business to benefit as consumers look to Citigroup as the safe and Citibank Financial Center sales trusted company with which to do their business. process as we offer investments, insurance, debt management WESTERN EUROPE and basic cash management Consumer Western Europe reported core income up 26 percent in services to our clients. Citipro 2001, mainly reflecting growth in the consumer finance, branch lending also proved to be a valuable tool and credit card businesses, particularly in Germany, the U.K., Spain and in the integration of the EAB into Italy. Revenues and assets in the region grew seven percent during the the Citibanking culture. year, even after the sale of several Diners Club franchises. Core income growth was supported by strong expense and credit management, which LEADER IN INNOVATION is reflected in the net credit loss ratio of 1.88 percent in 2001 versus 2.05 To maintain our leadership on percent in 2000. the Internet, we continue to invest in online services. We The consumer business in Western Europe continues to gain selective nearly doubled our online market share in loans and cards, specifically in Germany, Belgium, the
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100YEARS 100YEARS 100YEARS 100YEARS 100YEARS 100YEARS 100YEARS 100YEARS
U.K. and Spain. In all European markets, we improved our advisory-based As a result, we anticipate that our investments program, adding market share of net retail investment flows in consumer businesses will main- most markets, notwithstanding uniformly weak equity market conditions. tain the momentum they built in 2001 and continue to strengthen The business also successfully managed the changeover to the euro their market positions to take currency for our customers in the Eurozone without any major issues. advantage of the huge global
LIVE RICHLYSM opportunities that await. In 2001, we introduced new branding. The Citi brand became even more recognized through our Live Richly ad campaign, with its non- traditional approach. The philosophy behind the brand platform—that Citi advocates a healthy approach to money—has resonated with con- sumers and helped generate positive results. For example, after just two months of advertising about Citipro, we experienced a 73 percent increase in the sales of products using Citipro over a four-month period. Moreover, because the Citi brand is used across the Consumer Group businesses, the advertising has created a broad impact.
CONCLUSION During 2001, our consumer businesses demonstrated the importance of “predictable and recurring earnings” to Citigroup’s value proposition. In a difficult global economic environment, most of these businesses still sustained double-digit growth rates. Although expense control—one of our core competencies—was a key factor, revenues in a number of these businesses registered double-digit growth over 2000, offsetting a higher level of credit losses related to the slowing of the global economy.
Importantly, every business within the Consumer Group is either the leader or near the top of its class. In the primary areas of cards, consumer finance and banking, the businesses maintain distinct competitive advantages: