CitiFinancial is a provider of banking products and services. Founded in 1912, the company operates more than 2,100 branches in the United States, Canada and Puerto Rico. It offers a variety of bill consolidation, personal and home equity loans. CitiFinancial provides the Citi identity theft solutions for its customers. The company offers a range of rate reduction plans and programs. It provides hardship assistance and customer support services. CitiFinancial offers online credit card request placement options. It is a part of Citigroup, which is one of the largest financial services providers in the world. The parent company specializes in banking, cash management services and brokerage services.