US-based investment banking company Citi has rolled out CitiDirect Commercial Banking, its new platform specifically designed to address the needs of Citi Commercial Bank (CCB) clients.

Citi has developed the new commercial banking platform, which offers an intuitive and smooth digital experience, in close collaboration with CCB clients.

The new offering’s important features include access to data-driven insights that help inform decision-making, and effective management of daily banking interactions with Citi in one place.

The platform also allows the clients to digitally open accounts and request new products and services, which significantly enhances the client experience, as their needs evolve.

CCB global head Tasnim Ghiawadwala said: “At the time, we spoke about our intention to deliver a differentiated client experience through a single digital platform, that will empower clients and save them time, while offering them complete visibility and control.

“We anticipate that CitiDirect Commercial Banking will continue to evolve to support our clients as they grow their businesses globally.”

Citi’s move is part of its significant strategic investment plan to meet the growing needs of CCB clients by delivering a single-entry point digital platform.

The CitiDirect Commercial Banking will consolidate its global products and services into a single digital platform, said the US bank holding company.

It will provide clients with a 360° view of their banking relationship, across Cash, Loans, Trade, FX, Servicing and Onboarding.

The CitiDirect Commercial Banking platform is currently live in the US, with more than two-thirds of the company’s US clients actively using the platform.

CCB intends to pilot the platform across Hong Kong, India, Singapore, and the UK, in the second half of this year.

CitiDirect commercial banking and digital transformation head Mark Sugden said: “Our new banking platform has been designed and built with a client-centric focus.

“The outcome is an innovative platform that responds to our clients’ complex needs and their expectations of a simple and intuitive digital banking experience.

“We are delighted with the response from clients and continue to invest whilst targeting key market rollouts throughout 2023 and beyond.”