The Regional Bank That Learned From 2023's Crisis
March 2023 brought regional banking to its knees. Silicon Valley Bank, Signature Bank, and First Republic collapsed within weeks as depositors fled and commercial real estate valuations cratered. Yet Citizens Financial Group, one of America's 15 largest banks with $220 billion in assets, weathered the storm remarkably well. The secret? Bruce Van Saun, CEO since 2013, had spent the previous decade quietly diversifying away from the traditional regional bank playbook of commercial real estate lending and interest rate arbitrage.
Van Saun's strategic repositioning accelerated in 2024-2025. In April 2025, he promoted Brendan Coughlin to President, giving him oversight of Consumer Banking, Citizens Private Bank, and Wealth divisions. Four months later, Van Saun recruited Aunoy Banerjee from Barclays as CFO, bringing investment banking financial discipline to a regional bank platform. The message to investors: Citizens is building a diversified financial services franchise focused on high-net-worth customers who generate fee income, not just a loan portfolio vulnerable to credit cycles. With Citizens Private Bank now managing $8.7 billion in deposits and $5.2 billion in assets, the strategy is working—creating a defensive revenue mix that differentiates Citizens from peers still dependent on commercial lending.
Business Model & Competitive Moat
Citizens operates three core segments: Consumer Banking (retail deposits, mortgages, auto loans), Commercial Banking (middle-market lending, treasury services), and Citizens Private Bank (wealth management for high-net-worth individuals). The company serves approximately 4.6 million customers across 11 states in the Northeast and Midwest, with particular strength in Massachusetts, Rhode Island, Pennsylvania, and Ohio.
The competitive moat comes from three sources: First, decades-old customer relationships and physical branch networks in affluent regions create switching costs—wealthy clients don't easily move their entire banking relationship. Second, Citizens Private Bank's integration of banking, lending, and wealth management under one roof provides convenience that standalone wealth advisors or pure commercial banks can't match. Third, the $220 billion balance sheet allows Citizens to offer jumbo mortgages, business credit lines, and trust services that smaller competitors can't underwrite. However, this moat is modest—Citizens competes with both larger national banks (JPMorgan, Bank of America) and regional peers (M&T Bank, KeyCorp) in most markets. The wealth management pivot aims to strengthen the moat by creating stickier, fee-based relationships that survive economic downturns better than loan portfolios.
Financial Performance
Citizens demonstrated resilience through the 2023-2024 regional banking crisis:
- •Asset Base: $220.1B in total assets as of March 2025, maintaining stability while peers faced deposit flight
- •Private Bank Growth: Citizens Private Bank reached $8.7B in high-quality deposits and $5.2B in assets under management, up significantly YoY
- •Strong Q3 Earnings: Beat expectations in Q3 2024, driving dividend increase and signaling confidence in capital adequacy
- •Deposit Quality: Focus on high-net-worth customers provides stickier deposits less prone to rate-chasing behavior seen in 2023
- •Revenue Diversification: Growing fee income from wealth management and private banking reduces reliance on net interest margin
Growth Catalysts
- •Wealth Transfer Wave: $84 trillion in assets transferring to next generation over next two decades creates massive opportunity for private banking services
- •High-Net-Worth Migration: Affluent individuals moving from California/New York to Florida/Texas creates new markets for Citizens Private Bank expansion
- •Fee Income Expansion: Brendan Coughlin's promotion signals accelerated investment in wealth management, which generates recurring fees less volatile than lending income
- •Commercial Real Estate Normalization: As CRE market stabilizes in 2025-2026, Citizens' conservative underwriting should result in lower-than-peer credit losses
- •M&A Opportunities: Regional bank consolidation creates potential for accretive acquisitions of smaller banks or wealth advisory firms at distressed valuations
Risks & Challenges
- •Commercial Real Estate Exposure: Like all regional banks, Citizens has CRE loan exposure; office market weakness could drive credit losses if remote work persists
- •Interest Rate Sensitivity: Net interest margin compresses if Fed cuts rates aggressively, pressuring profitability despite wealth management diversification
- •Regulatory Burden: Banks above $100B in assets face enhanced regulatory scrutiny and capital requirements, limiting ROE potential
- •Deposit Competition: High-yield savings accounts from online banks (Ally, Marcus) and money market funds continue attracting depositors with 5%+ rates
- •Execution Risk: Successfully scaling private banking requires recruiting top wealth advisors from competitors—expensive and uncertain
Competitive Landscape
Citizens competes in an increasingly bifurcated banking market. National giants like JPMorgan Chase ($3.9T assets), Bank of America ($3.2T), and Wells Fargo ($1.9T) dominate with scale, technology investment, and nationwide presence. Regional banks including Truist ($535B), PNC ($560B), and U.S. Bancorp ($675B) sit between nationals and Citizens. Below Citizens, smaller regionals like M&T Bank ($205B), Fifth Third ($214B), and KeyCorp ($187B) compete directly in overlapping markets.
Bruce Van Saun's strategy acknowledges that Citizens can't out-scale the nationals or compete on cost with digital-only banks. Instead, the focus is premium segments: high-net-worth individuals who value relationship banking, white-glove service, and integrated wealth management. This positions Citizens against private banks like Northern Trust ($170B) and wealth managers like UBS rather than pure deposit-gathering competitors. The risk is that JPMorgan's Private Bank and Bank of America's Merrill Lynch already dominate the ultra-high-net-worth segment, leaving Citizens competing for the $5M-50M liquid net worth segment—large enough to be attractive but competitive enough to require premium service that's expensive to deliver.
Who Is This Stock Suitable For?
Perfect For
- ✓Income investors seeking regional bank dividends with recent increase signaling stability
- ✓Value investors wanting financial sector exposure with wealth management upside optionality
- ✓Defensive investors preferring diversified revenue (fees + interest income) over pure lending exposure
- ✓Regional bank investors seeking above-average asset quality and conservative underwriting
Less Suitable For
- ✗Growth investors seeking technology or secular growth stories (banking is mature, competitive)
- ✗Aggressive investors wanting high-beta plays (regional banks trade with economic cycles, not explosive growth)
- ✗CRE skeptics concerned about office market exposure across regional bank portfolios
- ✗Short-term traders (catalysts play out over quarters/years as wealth business scales)
Investment Thesis
Citizens Financial Group offers a differentiated regional bank play at a time when the sector faces structural headwinds. Bruce Van Saun's decade-long transformation from traditional commercial lender to diversified financial services provider creates defensive characteristics rare among regional peers. The Citizens Private Bank segment—now at $8.7 billion in deposits and $5.2 billion in assets under management—provides recurring fee income that doesn't disappear during credit cycles. Brendan Coughlin's promotion to President signals accelerated investment in this higher-margin business.
The investment case rests on execution: can Citizens successfully recruit elite wealth advisors, scale the private bank to $15-20 billion in AUM, and maintain deposit quality while peers struggle? The recent dividend increase suggests management confidence despite macro uncertainty. Valuation remains reasonable compared to nationals that trade at premium multiples. Key risks are commercial real estate credit quality (unknowable until office market stabilizes) and whether wealth management can scale profitably (expensive talent, intense competition from JPMorgan/BoA). For patient investors seeking income plus moderate capital appreciation, Citizens offers better risk/reward than peers still dependent on CRE lending. But this isn't a growth story—it's a defensive repositioning that could drive steady mid-single-digit returns if executed well.