Citigroup is the biggest financial services organization in the world. It would therefore be reasonable to assume that they've invested at least some small proportion of their huge resources in developing a good e-brokerage site. Unfortunately, if they've tried to do that, they've failed very badly. This site is a disgrace to the Citigroup name.

Onto the review:

Site Load Time

The site as you will see in the following sections is almost completely devoid of graphics and charts. Therefore, page downloads should be fast but for some reason, there is a lot of time wasted waiting for the servers. Perhaps it has something to do with the secure transfer of information but I haven't had to wait this long with either my Etrade or TD Waterhouse accounts.

Site Navigation

The main menu has five options - Account Information, Payment & Transfers, Investment Services, Information Center, Customer Service.

My biggest complaint about the navigation in general is that all the information that you want is not presented in one screen. Additional mouseclicks, scrolling, and time is needed to get all the information that you want. The site could use some streamlining in this respect.

Commissions

Commissions are $29.95/trade which are among the highest in the industry. If you are a frequent trader, that can be pushed down to $19.95 but that's still expensive considering that many e-brokers charge $10-$12/trade as a basic rate going down to as low as $4.95/trade for frequent traders.

Quotes/Charting

Real time quotes are available on the site but charting is absolutely NON-EXISTENT on the Citibank Direct Access site. Recently however, Citibank has been modifying their Information Center to include some charting capabilities but that opens up an additional browser window and has a completely different interface. That's usable but once again demonstrates poor integration and a clunky interface. I would much prefer ONE window with all the information accessible on it.

Research and Company Profiles

Once again, NON-EXISTENT on the existing Citibank Direct Access site. However, like the charting, you have to open up a separate window to find it. It's not easily accessible. Zack's and telescan reports are the main two types available. Not very extensive and available at many other sites for free. S&P reports aren't even included which is surprising.

Customer Service

I've never had a reason to use their customer service. However, based on my impressions of the site, I can't imagine that it's very good since I imagine that I'm not the only one that dislikes the site.

Summary

With over 100 million customers and over $52 billion in revenues, it still amazes me that the site that I visit every now and then when I absolutely have to is associated with the well run branches that I visit. Citibank Direct Access is a very poor site that I would not recommend to anyone. Open up an account at almost any other brokerage and you'll have a better investing experience. Only use this if you absolutely have to and only if you're an infrequent trader. Otherwise, avoid at all costs and save yourself some frustration.

Recommended: No