Citi has undertaken a deliberate recalibration of its global research strategy. Under the leadership of Lucy Baldwin, global head of research, Citi has shifted from broad-based content generation toward a more selective, thematic and client-driven approach, dominating a landscape characterised by information saturation and compressed decision-making cycles.
“Research today isn’t about more, it’s about better,” Baldwin notes. “We’ve become much more selective in what we cover and how we cover it, and we’ve placed enormous emphasis on being thematic, actionable and commercially relevant. We believe our clients value this differentiated approach in a data-driven environment for investors.”
This strategy focuses on aligning Citi’s research with long-term structural themes, connecting macroeconomic analysis with cross-sector and cross-asset investment implications. Citi’s research output in 2024 was underpinned by its thematic franchise, covering areas such as AI, climate transition, geopolitical rebalancing and demographic shifts. The objective is to provide decision-making insights that bridge long-term secular trends with short-term investment implications.
That includes coverage across more than 3,700 stocks, as well as the economics of over 60 countries, plus insight into asset allocation, macro strategy, fixed income, currencies and commodities, quantitative analysis, sustainable investing, decentralised finance and digital assets, all produced over a wide spectrum of research products.
Digitisation, AI and workflow integration
One of Citi’s key developments over the past year has been the reengineering of how research is delivered. Over 65% of research consumption is now digital, facilitated through APIs, integrated client dashboards, mobile platforms and CRM-linked content systems.
“We’ve focused on the ‘how’ just as much as the ‘what’,” Baldwin said. “If our best idea doesn’t reach the right person, in the right format, at the right time – it’s worthless.”
Citi has enhanced personalisation and workflow compatibility, embedding research more directly into investment decision-making infrastructure across institutional clients. These adjustments reflect broader industry expectations around research consumption and usability.
Citi is investing in natural language processing and AI tools that support analysts in reviewing and distributing insights. These tools have been used to generate concise briefings, turn up historical precedent, and detect emerging themes across markets.
“Our intent is to amplify the views of our analysts, enabling us to efficiently connect with our clients,” says Baldwin. “We’re using AI to minimise noise, reduce friction, and let humans do what they do best: interpret, contextualise and advise.”
Citi’s research function in 2024 demonstrated a deliberate evolution – one focused on thematic depth, client relevance and workflow integration
While still in its early stages, Citi’s use of AI demonstrates a practical application of technology to support human-led research and meet demand for faster, more targeted outputs.
In 2024, Citi hosted over 1,000 client events and thematic briefings globally, supporting idea generation and validation across regions. The bank’s Global Perspectives & Solutions series and regional client summits provided a structured way to test and refine key themes with feedback from institutional investors.
A growing proportion of Citi’s research output is designed to support execution, with thematic ideas increasingly linked to trade implementation via integrated sales and trading desks. This connectivity between research and execution helps facilitate actionable outcomes for clients, particularly in complex or fast-moving markets.
Citi’s research function in 2024 demonstrated a deliberate evolution – one focused on thematic depth, client relevance and workflow integration. The bank concentrated on improving insight delivery, investing in platforms, and aligning content with long-term global trends.
This recalibration has yielded tangible results, as evidenced by Citi’s performance in regional rankings, client engagement metrics, and increasing use of its research content in front-office workflows. These developments underpin Citi’s recognition as the World’s best bank for research.
