Values and strategy
Mission and vision
Our mission is to provide our clients with wide-ranging and best-in-class financial services, and to become the primary bank of choice for aspiring retail and small business customers across the Baltics.
Our employees act as true owners of the bank, constantly striving to achieve the best possible result in whatever we do.
We support sustainable growth of local small and medium size enterprises, whilst contributing to stability and prosperity of Baltic economy.
Strategic Focus – Retail and SME Banking
Citadele aims to become the primary bank of choice for aspiring retail and small business customers across the Baltics, and will continue to improve products and services for clients in the corporate and private capital management segments. We see significant growth potential in the Baltics and will align our strategy to the local market dynamics in each country.
The strategy will be implemented using following tactical steps:
Becoming the primary bank of choice for mass affluent retail customers by increasing new and existing customers that use Citadele as their primary bank and develop current account “hook” products, new card products and new online banking features.
Enhancing consumer lending products to retail customers by building strong relationships with retailers, offering card products, and improving the loan approvals process.
Driving growth in the underserved SMEs and micro-SMEs segments by expanding product offerings such as small business overdrafts, improving customer relationship management, and building advisory package for customers.
Expanding the scope of offer in Private Capital Management, Asset Management and Pension product offerings to promote product usage among Bank clients and commission income growth.