• A Bank of America, but with a more concentrated presence in the Northeast and Mid-Atlantic U.S.
• Think of it as a super-regional version of JPMorgan Chase, focused on providing a full range of banking services across the Northeast and Mid-Atlantic.
• Like a Wells Fargo for the Northeast and Mid-Atlantic, offering similar retail and commercial banking services but on a more regional scale.

• Retail Banking Services: Citizens Financial offers checking, savings, money market accounts, and certificates of deposit to individual customers.
• Consumer Lending: The company provides a range of loans to individuals, including mortgages, home equity, auto loans, student loans, and credit cards.
• Commercial Lending: Citizens Financial offers various credit facilities and loans to businesses, encompassing corporate finance, commercial real estate, and equipment finance.
• Wealth Management: This service provides financial planning, investment management, and private banking solutions primarily to affluent individuals and institutions.
• Treasury and Capital Markets Services: For its business clients, Citizens Financial delivers cash management solutions, foreign exchange, interest rate risk management, and capital markets advisory.

The accelerating disruption from digital-first challenger banks (neobanks), specialized fintech lenders, and Big Tech companies expanding into financial services. These players leverage superior technology, user experience, and often lower cost structures to capture market share in deposits, payments, and various lending products. This directly challenges Citizens Financial's traditional banking model and its role as the primary financial intermediary and customer relationship holder. For instance, the growing adoption of high-yield savings accounts offered by technology companies (e.g., Apple Savings account with Goldman Sachs) directly competes for the deposit base that traditional banks rely on, while fintechs provide streamlined alternatives for various lending products and payment processing.

Citizens Financial Group (CFG) operates in several key addressable markets primarily within the United States, including Consumer Banking, Commercial Banking, and Wealth Management.

Consumer Banking

The U.S. retail banking market, which encompasses Consumer Banking services such as banking, lending, savings, and small business offerings, is valued at approximately USD 0.87 trillion in 2025. This market is projected to grow to USD 1.08 trillion by 2030, exhibiting a Compound Annual Growth Rate (CAGR) of 4.22% during this period. Other estimates suggest the U.S. Retail Banking Market was valued at USD 1,984.7 billion in 2023 and is projected to reach USD 3,554 billion by 2033, with a CAGR of 6.0%.

Commercial Banking

The addressable market for Commercial Banking in the U.S., which includes services like lending, leasing, deposit and treasury management, and corporate finance, is estimated at USD 732.5 billion in 2025. This market is forecasted to grow to USD 915.45 billion by 2030, with a CAGR of 4.56%. Another projection for the US Commercial Banking Market size is USD 226.44 billion in 2024, expected to reach USD 269.28 billion by 2029. Globally, the commercial lending market was valued at USD 9.7 trillion in 2023 and is projected to reach USD 23.06 trillion by 2032, growing at a CAGR of 10.1% from 2025 to 2032.

Wealth Management

In the U.S., the wealth management market's Assets Under Management (AUM) were approximately USD 64.4 trillion in 2024, with expectations to reach USD 87.35 trillion by 2028. The United States holds a significant portion of the global AUM, accounting for approximately 54.2% of the total in 2025, when global AUM reached $162 trillion. Citizens Financial Group has been strategically expanding its Citizens Private Bank, targeting high-net-worth individuals, which saw substantial growth in deposits and AUM by Q1 and Q2 2025.

Citizens Financial Group (CFG) is anticipated to drive future revenue growth over the next two to three years through several strategic initiatives and market dynamics:

1. Expansion of Private Bank and Wealth Management: Citizens Financial is focused on expanding its Private Bank sector and wealth management capabilities. This includes significant growth in deposits and assets under management (AUM), along with strategic geographical expansion into affluent segments such as the New York City Metro area, Southern California, and the Bay Area. The Private Bank is demonstrating strong performance and is expected to contribute to increased market share and higher revenues from these segments.
2. Improvement and Stabilization of Net Interest Income (NII) and Net Interest Margin (NIM): The projected lowering of interest rates by the Federal Reserve in 2025 is expected to stabilize deposit and funding costs, consequently boosting net interest income and margin. Citizens Financial anticipates an improvement in its Net Interest Margin (NIM) by Q4 2025 and has set targets for 2027, indicating confidence in enhancing profitability from its core lending activities.
3. Growth in Non-Interest Income, particularly from Capital Markets and Wealth Management: The company has reported strong fee performance in its capital markets and wealth management divisions. Capital markets revenues have shown significant increases, with robust pipelines, and non-interest income is broadly expected to rise. This diversified income stream is a key component of the bank's revenue growth strategy.
4. Strategic Loan Growth through Commercial Middle Market Investments and New Product Launches: Citizens Financial is investing in solidifying its commercial middle market coverage in key expansion markets. Additionally, the launch of new card products is expected to stimulate card loan growth. While overall loan growth may see some fluctuations, these targeted investments and product introductions aim to drive stable to slightly positive loan growth.
5. "Reimagine the Bank" and Operational Efficiency Initiatives: Programs like "Reimagine the Bank" (including initiatives like TOP 9 and the upcoming TOP 10) are designed to deliver substantial cost efficiencies, with a projected run-rate benefit of over $400 million by 2027 for "Reimagine the Bank" and $100 million for TOP 10. While primarily cost-focused, these efficiencies enhance overall profitability and free up capital that can be reinvested into growth initiatives, thereby indirectly supporting future revenue expansion.

Share Repurchases

• Citizens Financial Group's board of directors increased its common share repurchase program capacity to $1.5 billion in June 2025, an expansion of $1.2 billion from the $300 million remaining under the prior June 2024 authorization.
• The company repurchased approximately $1.35 billion in common stock during fiscal year 2024.
• In February 2023, the company authorized an additional $1.15 billion for its share repurchase program, resulting in a total authorization of $2 billion at that time.

Share Issuance

• In April 2022, Citizens Financial Group acquired Investors Bancorp, Inc., a transaction that involved a combination of stock and cash, leading former Investors shareholders to collectively own approximately 14% of the combined entity.

Outbound Investments

• Citizens Financial Group completed the acquisition of Investors Bancorp, Inc. in April 2022, a deal that was valued at approximately $3.5 billion based on closing prices in July 2021.
• Concurrent with the Investors Bancorp acquisition, Citizens also completed the acquisition of HSBC's East Coast branches and national online deposit business in April 2022.
• In October 2022, the company acquired HV Bancorp for $67.4 million.

Capital Expenditures

• Capital expenditures remained moderate at $122 million in fiscal year 2024.
• The company has been actively investing in technology and enhancing its Private Bank and wealth management initiatives.
• The "Reimagine the Bank" initiative is expected to yield over $400 million in run-rate benefits by 2027, driven by investments in areas such as automation and AI integration.