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Citicorp – North America Consumer BankingKey part of Citi’s global consumer networkImportant source of deposit fundingA segment-led strategy:− Target mass affluent, urban, globallymindedcustomers− Customer mix skewed towards saversand investorsOur top 17 MSAs cover:− 1/3 of US population− 1/4 of US deposits (1)Target retail segment already represents~50% of our existing customer base− Estimated 18 million target segmenthouseholds within branch footprint− Currently serving less than 10% oftarget householdsBranch network skewed towards the massaffluent segment<strong>Present</strong> in 9 of top 10 U.S. metro areasAverage deposits per branch at 2.0x peers− Account for 77% of Citi branchesand depositsSavers and Investors (2) as a % of totalcustomers close to 1.4x large peers(1) Deposits in “close proximity” to a Citi branch. The definition is based on county branch density (ranging from 0.25 miles in metro locations to 3 miles in rurallocations).(2) Savers and Investors defined as clients with investable asset levels above $100,000.Source: Nielsen Claritas Market Share Survey, SNL20
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