Citigroup doubles down on credit cards even as U.S. economy softens

NEW YORK (Reuters) – Regardless of indicators that the U.S. economic system is slowing, New York-based Citigroup Inc (C.N) is betting large on bank cards.

Steadiness switch envelopes are pictured in a Reuters workplace in New York, U.S., September 5, 2019. Image taken September 5, 2019. REUTERS/Lucas Jackson

Citigroup, the third-largest U.S. card issuer, in accordance with funds business publication The Nilson Report, has been among the many most aggressive promoters of zero-interest stability transfers.

For a small price, clients can transfer debt from a rival card onto Citi’s plastic and pay no curiosity for 21 months. That’s presently the longest 0% deal within the business, in accordance with shopper finance firm Bankrate LLC. Rivals provide 15 interest-free months with no price.

The cardboard enterprise now accounts for practically one-third of Citigroup’s general income and is among the largest potential drivers of future earnings development.

However some analysts and buyers fear this portfolio might turn into a legal responsibility if the economic system goes south. The financial institution continues to promote zero-interest offers on common private finance web sites and thru mailers, at the same time as rivals have scaled again.

“Simply recognizing the place we’re within the credit score cycle, it’s fascinating to see Citigroup doubling down and pushing ahead,” stated Moody’s analyst Warren Kornfeld.

Bank card clients who use stability transfers are thought-about larger danger as a result of they usually use the straightforward financing to build up extra debt, in accordance with financial institution analysts and credit score underwriters.

Wall Avenue’s worst fears lie with debtors comparable to Jacqueline Alvarado, a Pennsylvania truck driver who now owes $12,000. Over the previous 5 years, Alvarado says she has moved balances round on 19 playing cards, together with one from Citigroup, to keep away from finance expenses. If the promotional provides dry up, she stated, so do her hopes of paying off that debt.

Zero curiosity is “the one manner I can keep afloat,” stated Alvarado, 40.

In interviews with Reuters, Citigroup executives defended their card technique and hard underwriting requirements they are saying will defend the financial institution from main losses within the occasion of a downturn.

Citigroup’s card enterprise has reported delinquency charges far beneath the business common in recent times, in accordance with federal knowledge and filings. As well as, 83% of shoppers in its American bank card enterprise, excluding its retail partnership playing cards, have credit score scores of 680, which is taken into account an excellent rating, in accordance with credit standing agency Experian.

(For a graphic on Citigroup’s bank card delinquencies and charge-offs, see: right here)


Citigroup counts on clients sticking round after the promotional interval expires. With annual share charges of as much as 27% on its playing cards, the income on debtors who carry balances might be juicy.

The technique up to now is paying off. Curiosity-bearing balances rose 10% within the second quarter versus the year-ago interval. That development helped enhance general income on shopper lending by 9%.

Anand Selva, the financial institution’s head of shopper technique, stated he expects the enterprise to proceed choosing up steam.

Citigroup shares have rallied greater than 20% up to now this 12 months. The KBW Banking Index, the benchmark inventory index for the U.S. banking sector, rose 6% over the identical interval.

Selva says Citigroup has taken different steps to encourage cardholders to do greater than switch balances. For instance, it has sweetened its reward program by rounding as much as the closest 10 reward factors on each new buy. And it has launched installment loans linked to credit score strains for giant purchases.

Main card rivals, in the meantime, are continuing extra cautiously.

Uncover Monetary Companies (DFS.N), identified for flooding mailboxes with promotions, has stated on analyst calls that it’s paring these provides and tightening private mortgage underwriting over considerations the economic system is slowing. Capital One Monetary Corp (COF.N), which pioneered stability transfers within the early 1990s, equally instructed analysts and buyers it has turn into extra conservative in extending credit score strains whereas concentrating on wealthier purchasers who usually don’t carry balances.

Financial institution of America Corp (BAC.N) and JPMorgan Chase & Co (JPM.N), two of the most important card lenders, have grown their companies by prioritizing prosperous shoppers over folks already carrying bank card debt, in accordance with analysts.


Citigroup has leaned extra on its card enterprise because the 2007-2009 monetary disaster. The financial institution required three authorities bailouts when its U.S. subprime mortgage enterprise turned poisonous and triggered it to shrink its portfolio to stem losses.

It bought its retail wealth administration unit to Morgan Stanley (MS.N), and it now not engages in conventional mortgage and auto lending. Citigroup now has one-fifth the variety of U.S. branches as its main rivals.

So it has turned to its card enterprise to drive development and lure deposits.

The financial institution now earns greater than half of its shopper revenue and income from playing cards. And it markets on-line checking and financial savings accounts to its 28 million cardholders. Doing so helped Citigroup add $2 billion in shopper deposits in the course of the first half of 2019. That’s greater than double what it gathered all of final 12 months.

Slideshow (2 Photos)

Analysts stated the enterprise might be a brilliant spot for Citigroup – so long as the economic system stays wholesome. U.S. banks suffered $87 billion in losses on bank card loans from 2009-2010 within the wake of the monetary disaster, in accordance with a Federal Reserve report.

Alvarado, the truck driver, stated she has been slowly chipping away at her stability because of 0% financing.

“This works out for me for now, till they alter it,” she stated.

Reporting by Imani Moise; Modifying by Lauren Tara LaCapra and Marla Dickerson

Our Requirements:The Thomson Reuters Belief Ideas.

Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.