Values and strategy

Vision

Become the Baltic banking champion.

Mission

We give people more opportunities by redefining modern banking.

ACT

We create our own opportunities and deliver on promises.
ASPIRE

We find solution for every client to support local economy.
INNOVATE

We set the standard through innovative experience.
PERSONALIZE

We see people first and add human touch to banking.

Strategic focus or Strategy

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 leasing 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 Bank in the Pocket for mass and affluent retail customers by increasing new and existing customers that use Citadele as their primary bank
Driving growth in the underserved SMEs and micro-SMEs segments by offering most competitive proposition and digital tools to retailers in the region
Supporting growing Baltic Corporates, aiming for the leading roles in their industries
Establishing Citadele Leasing as flexible, digital and most trustful Vendor finance player in the Baltics

Values and strategy

ACT

ASPIRE

INNOVATE

PERSONALIZE