Inside the Citi Retail Services Consumer Finance Strategy: My Conversation with Terry O’Neil

In this episode of our ‘POS Finance Innovators’ series, I had the privilege of sitting down with Terry O’Neil to explore the latest trends and innovations in consumer finance.

As Head of Connected Commerce for Retail Services and Head of Strategic Partnerships for U.S. Personal Banking at Citi Terry is at the forefront of this industry and shares from his vast knowledge which he has gained over two decades working in the payments space.

Terry shares his insights into customer expectations for financing and how they are impacting the Citi Retail Services approach from both a technology and customer-centric standpoint. In our conversation, we explored the latest trends, emerging expectations, and what lies ahead for merchants, consumers, and financial institutions.

Here are a few highlights from our discussion:

1.    Customer Demand is Evolving

Consumers today expect optionality and flexibility alongside speed, transparency, convenience, and control. Terry talked about how customer demand is changing how banks and merchants deliver financing solutions. It’s no longer enough to offer customers payment plans; merchants must offer the right options at the right time, while maintaining a high bar for trust and data protection.

2.     Merchants Need Tools That Empower Buyers

Terry talked about the importance of embedding the right tools throughout the buyer journey to meet customers’ needs. For example, customers require clarity about what different financing options mean for them and fast access to these options. Merchants therefore must provide calculators, pre-qualification options, and real-time approvals that help customers make informed decisions quickly. When merchants provide these tools, it doesn’t just improve conversion rates—it builds long-term customer loyalty.

3.    The Future Is Omni Commerce and Personal

Looking ahead, Terry sees omnichannel consistency as a must-have in point-of-sale (POS) financing. Whether the customer is shopping online, in-store, or elsewhere, the experience should be seamless and familiar. Personalization will also play a major role, with smarter systems delivering financing options tailored to each shopper’s needs. As embedded payments and lending continue to evolve, the winning formula will be one that combines smart tech, strong partnerships, and a relentless focus on the end user.

We hope you enjoy this interview and gain valuable insights. Stay tuned for more conversations with POS finance innovators!

About Jeffrey Tower
EVP Global Business Development and Strategy
Jeff has over 20 years of experience driving revenue through building global brand awareness, business development, marketing, and sales departments focused on consumer financing, fintech, and eCommerce.

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