JPMorgan: The Rival That Sets the PriceNarrow moat

Citigroup (C) — moat facet

JPMorgan fights Citi for the same clients with cheaper money, and the market values it at four times Citi.

JPMorgan competes with Citi for the same multinational treasurers, trading clients and card customers, and it is the yardstick investors use. The JPMorgan page in this app covers its business; here the point is the comparison. JPMorgan held $2,506,565 million of average deposits in 2025 at a cost of 1.80%1. Citi held $1,363,051 million at 2.57%2. JPMorgan's deposits are about 1.84 times Citi's3.

Cost of total deposits (%)2.72%Citi 20233.06%Citi 20242.57%Citi 20251.80%JPMorgan 2025Citigroup and JPMorgan Forms 10-K FY2025, average balance tables
JPMorgan is worth about four Citis.

The market prices the difference. In late September 2026 JPMorgan was worth $911.91 billion and Citi $225.24 billion4, about four times as much5. Yet their earnings multiples were close: 14.7 times for JPMorgan and 14.2 times for Citi6. The gap in value is a gap in earnings, not in how each dollar of profit is priced.

The rivalry is sharpest in Services. A multinational choosing a global cash-management bank has few serious choices, and JPMorgan is the one with the cheaper funding and the larger domestic franchise. Citi's answer is its footprint abroad: about 69% of Services revenue is earned outside North America7.

The funding gap has narrowed as rates came down. JPMorgan's deposits cost 1.70% in 2023 and 2.08% in 20248; Citi's cost 2.72% and 3.06%9. The gap was about 1.0 point in both years and 0.77 points in 202510.

Citi's own figures show where the contest is hard. Its Investor Day put Services average deposits growing about 3% a year from 2022 to 2025, while cross-border transaction value grew about 10% a year11. Citi won the payments faster than it won the balances, and the balances are where JPMorgan's cheaper funding counts.

Citi's own deposit growth has picked up. Average deposits were about $1.5 trillion in the second quarter of 2026, up 12%, driven by Services12.

This is the head-on rival, and it wins on scale at home. If Citi's deposit cost stayed more than half a point above JPMorgan's after rates fell, the funding gap would be structural rather than a feature of the rate cycle.

Moat trajectory: Holding steady

Deposit cost 1.80% vs Citi 2.57% (2025); market value $911.91bn vs $225.24bn.

The number that tests this moat
Moat Explorer calc
Market value relative to JPMorgan
About 0.25 times (Citi $225.24bn vs JPMorgan $911.91bn, September 2026)

How the market ranks Citi against the head-on rival; a ratio rising above 0.3 would mean the returns gap was closing.

How it's calculated: Citi market value divided by JPMorgan market value, companiesmarketcap, September 2026.
Source: Moat Explorer calculation from Citigroup filings and market data ↗
References
  1. ReportedJPMorgan held $2,506,565 million of average deposits in 2025 at a cost of 1.80%.
    JPMorgan Chase Form 10-K for fiscal 2025 - average total deposits of $2,506,565 million at a cost of 1.80%. — FY2025 · publ. February 2026 · source ↗
  2. ReportedCiti held $1,363,051 million at 2.57%.
    Citigroup Form 10-K for fiscal 2025 - deposits: average balances and rates, institutional deposit composition, deposits by office and interest-rate sensitivity. — FY2025 · publ. 20 February 2026 · source ↗
  3. Moat Explorer calcJPMorgan's deposits are about 1.84 times Citi's.
    Moat Explorer calculation from Citigroup and peer figures ($ millions unless stated). Deposit cost: Bank of America 34,513 / (1,469,705 + 514,477) = 34,513 / 1,984,182 = 1.74%; Citi non-interest-bearing share 202,705 / 1,363,051 = 14.9%, about 15%; gap to JPMorgan 2.57% - 1.80% = 0.77 points; 0.0077 x 1,363,051 = 10,495, about $10.5 billion a year; 10,495 / 19,828 pre-tax income = 53%, more than half; JPMorgan average deposits 2,506,565 / 1,363,051 = 1.84 times. Market value: JPMorgan 911.91 / Citi 225.24 = 4.05, about four times; Citi / JPMorgan 225.24 / 911.91 = 0.247, about a quarter, about 0.25. Card partners: 12% x 85,225 = 10,227, roughly $10.2 billion. Institutional deposits 934 / 1,403.6 = 66.5%, about two-thirds, about 67%; other deposits 1,403.6 - 934 = 469.6. Banamex stake sold 25% + 22.6% = 47.6%. Shares: period-end common shares 1,747.5 / 1,903.1 - 1 = -8.2%, about 8%; average diluted shares 1,873.1 / 3,007.7 - 1 = -37.7%, about 38%. Market value over tangible common equity at year end ($bn): 2018 127.14 / 151.078 = 0.84; 2019 174.42 / 148.809 = 1.17; 2020 128.37 / 153.389 = 0.84; 2021 119.83 / 157.077 = 0.76; 2022 87.60 / 158.151 = 0.55; 2023 98.45 / 164.025 = 0.60; 2024 133.13 / 167.698 = 0.79; 2025 208.79 / 169.618 = 1.23. Trailing twelve months to June 2026: net income 14,306 - 8,083 + 11,616 = 17,839; revenue 85,225 - 43,264 + 49,399 = 91,360; diluted EPS 6.99 - 3.92 + 6.21 = 9.28; P/E 225,250 / 17,839 = 12.6; P/S 225,250 / 91,360 = 2.47. Year-end P/E and P/S (market value over net income and revenue): 2015 154.16 / 17.242 = 8.94, 154.16 / 77.277 = 1.995; 2016 169.36 / 14.912 = 11.36, / 70.797 = 2.392; 2017 196.74 / 73.693 = 2.670 (net loss); 2018 127.14 / 18.045 = 7.05, / 74.036 = 1.717; 2019 174.42 / 19.401 = 8.99, / 75.067 = 2.324; 2020 128.37 / 11.047 = 11.62, / 75.501 = 1.700; 2021 119.83 / 21.952 = 5.46, / 71.574 = 1.674; 2022 87.60 / 14.845 = 5.90, / 74.982 = 1.168; 2023 98.45 / 9.228 = 10.67, / 78.066 = 1.261; 2024 133.13 / 12.682 = 10.50, / 80.722 = 1.649; 2025 208.79 / 14.306 = 14.59, / 85.225 = 2.450. More: end-of-period deposits 1,493 / 1,403.6 - 1 = 6.4%, about 6%; Markets average loans 176 / 794 total loans = 22.2%, about 22%; JPMorgan deposit-cost gap 2.72 - 1.70 = 1.02 points (2023), 3.06 - 2.08 = 0.98 points (2024), about 1.0 point; Bank of America non-interest-bearing share 514,477 / 1,984,182 = 25.9%, about 26%; Services old-basis average deposits 935 / 1,422 = 65.8%, about 66%; AO Citibank assets 13.5 / 2,657.2 = 0.51%, about 0.5%; loss 1.2 / 13.5 = 8.9%, about 9%. Card partners against the card segment: 10,227 / 18,258 = 56%, more than half. Return improvement to target: 14.5 - 8.8 = 5.7 points, roughly six. Forecast extrapolation: 2026 revenue 49,399 x 2 = 98,798; 2026 EPS 134.28 / 11.58 = 11.60; revenue growth (85,225 / 78,066)^(1/2) - 1 = 4.5% a year. — FY2015-Q2 2026 · publ. September 2026 · source ↗
    Method: Arithmetic on figures reported in Citigroup's Forms 10-K and 10-Q, JPMorgan's and Bank of America's Forms 10-K, and market data from stockanalysis and companiesmarketcap; operands shown in the source line.
  4. ReportedIn late September 2026 JPMorgan was worth $911.91 billion and Citi $225.24 billion, about four times as much.
    companiesmarketcap, Citigroup market cap - $225.24 billion, with JPMorgan $911.91 billion, Bank of America $396.48 billion and Wells Fargo $250.90 billion. — September 2026 · publ. September 2026 · source ↗
  5. Moat Explorer calcIn late September 2026 JPMorgan was worth $911.91 billion and Citi $225.24 billion, about four times as much.
    Moat Explorer calculation from Citigroup and peer figures ($ millions unless stated). Deposit cost: Bank of America 34,513 / (1,469,705 + 514,477) = 34,513 / 1,984,182 = 1.74%; Citi non-interest-bearing share 202,705 / 1,363,051 = 14.9%, about 15%; gap to JPMorgan 2.57% - 1.80% = 0.77 points; 0.0077 x 1,363,051 = 10,495, about $10.5 billion a year; 10,495 / 19,828 pre-tax income = 53%, more than half; JPMorgan average deposits 2,506,565 / 1,363,051 = 1.84 times. Market value: JPMorgan 911.91 / Citi 225.24 = 4.05, about four times; Citi / JPMorgan 225.24 / 911.91 = 0.247, about a quarter, about 0.25. Card partners: 12% x 85,225 = 10,227, roughly $10.2 billion. Institutional deposits 934 / 1,403.6 = 66.5%, about two-thirds, about 67%; other deposits 1,403.6 - 934 = 469.6. Banamex stake sold 25% + 22.6% = 47.6%. Shares: period-end common shares 1,747.5 / 1,903.1 - 1 = -8.2%, about 8%; average diluted shares 1,873.1 / 3,007.7 - 1 = -37.7%, about 38%. Market value over tangible common equity at year end ($bn): 2018 127.14 / 151.078 = 0.84; 2019 174.42 / 148.809 = 1.17; 2020 128.37 / 153.389 = 0.84; 2021 119.83 / 157.077 = 0.76; 2022 87.60 / 158.151 = 0.55; 2023 98.45 / 164.025 = 0.60; 2024 133.13 / 167.698 = 0.79; 2025 208.79 / 169.618 = 1.23. Trailing twelve months to June 2026: net income 14,306 - 8,083 + 11,616 = 17,839; revenue 85,225 - 43,264 + 49,399 = 91,360; diluted EPS 6.99 - 3.92 + 6.21 = 9.28; P/E 225,250 / 17,839 = 12.6; P/S 225,250 / 91,360 = 2.47. Year-end P/E and P/S (market value over net income and revenue): 2015 154.16 / 17.242 = 8.94, 154.16 / 77.277 = 1.995; 2016 169.36 / 14.912 = 11.36, / 70.797 = 2.392; 2017 196.74 / 73.693 = 2.670 (net loss); 2018 127.14 / 18.045 = 7.05, / 74.036 = 1.717; 2019 174.42 / 19.401 = 8.99, / 75.067 = 2.324; 2020 128.37 / 11.047 = 11.62, / 75.501 = 1.700; 2021 119.83 / 21.952 = 5.46, / 71.574 = 1.674; 2022 87.60 / 14.845 = 5.90, / 74.982 = 1.168; 2023 98.45 / 9.228 = 10.67, / 78.066 = 1.261; 2024 133.13 / 12.682 = 10.50, / 80.722 = 1.649; 2025 208.79 / 14.306 = 14.59, / 85.225 = 2.450. More: end-of-period deposits 1,493 / 1,403.6 - 1 = 6.4%, about 6%; Markets average loans 176 / 794 total loans = 22.2%, about 22%; JPMorgan deposit-cost gap 2.72 - 1.70 = 1.02 points (2023), 3.06 - 2.08 = 0.98 points (2024), about 1.0 point; Bank of America non-interest-bearing share 514,477 / 1,984,182 = 25.9%, about 26%; Services old-basis average deposits 935 / 1,422 = 65.8%, about 66%; AO Citibank assets 13.5 / 2,657.2 = 0.51%, about 0.5%; loss 1.2 / 13.5 = 8.9%, about 9%. Card partners against the card segment: 10,227 / 18,258 = 56%, more than half. Return improvement to target: 14.5 - 8.8 = 5.7 points, roughly six. Forecast extrapolation: 2026 revenue 49,399 x 2 = 98,798; 2026 EPS 134.28 / 11.58 = 11.60; revenue growth (85,225 / 78,066)^(1/2) - 1 = 4.5% a year. — FY2015-Q2 2026 · publ. September 2026 · source ↗
    Method: Arithmetic on figures reported in Citigroup's Forms 10-K and 10-Q, JPMorgan's and Bank of America's Forms 10-K, and market data from stockanalysis and companiesmarketcap; operands shown in the source line.
  6. ReportedYet their earnings multiples were close: 14.7 times for JPMorgan and 14.2 times for Citi.
    companiesmarketcap, Citigroup P/E ratio - 14.2 trailing, with Bank of America 12.9, JPMorgan 14.7 and Wells Fargo 11.9. — September 2026 · publ. September 2026 · source ↗
  7. Moat Explorer calcCiti's answer is its footprint abroad: about 69% of Services revenue is earned outside North America.
    Moat Explorer calculation from Citigroup segment figures ($ millions unless stated; calendar years; segments as restated in the 8-K of 3 April 2026). Services: cross-border transaction value 416.4 / 279.5 - 1 = 49.0%, about half; U.S. dollar clearing 177.1 / 146.2 - 1 = 21.1%; fee revenue 6,385 / 4,967 - 1 = 28.5%, about 29%; net interest income 15,001 / 6,866 = 2.18 times, about 2.2; NII share 15,001 / 22,636 = 66.3%, about 66%; revenue 22,636 / 12,539 - 1 = 80.5%, about 81%; TTS 16,646 / 9,187 - 1 = 81.2%; Securities Services 5,990 / 3,352 - 1 = 78.7%, about 79%; Securities Services revenue over assets under custody 5,990 / 31,400,000 = 0.019%, about 1.9 hundredths of a percent; international share 15,729 / 22,636 = 69.5%, about 69%; share of Citi revenue 22,636 / 85,225 = 26.6%, about 27% (2025), 12,539 / 71,574 = 17.5%, about 18% (2021). Deposits: year-end 1,308,681 / 1,365,954 - 1 = -4.2%, about 4%. U.S. Consumer Cards: revenue 18,258 / 13,209 - 1 = 38.2%, about 38%; net interest income over average loans 20,169 / 170,000 = 11.9%, about 12 cents per dollar; Q2 2026 net credit losses over net interest income 1,850 / 5,180 = 35.7%, about 36%, more than a third; share of Citi revenue 18,258 / 85,225 = 21.4%, about 21%. Markets: rates and currencies 11,749 / 22,409 = 52.4%, about 52%; fixed income 16,745 / 22,409 = 74.7%, about 75%; international 14,020 / 22,409 = 62.6%, about 63%; revenue 18,888 / 20,401 - 1 = -7.4%, about 7%; net income 4,059 / 6,148 - 1 = -34.0%, about a third; revenue 22,409 / 19,108 - 1 = 17.3%, about 17%; share of Citi revenue 22,409 / 85,225 = 26.3%, about 26%. Allocated average TCE 2025 ($bn): Services 33.0 + Markets 53.5 + Banking 9.2 + Wealth 15.4 + U.S. Consumer Cards 20.3 + All Other 39.2 = 170.6; Markets 53.5 / 170.6 = 31.4%, about 31%; All Other 39.2 / 170.6 = 23.0%, about 23%, nearly a quarter. Banking: corporate lending and other 6,384 - 4,618 = 1,766, about $1,766 million; share of Citi revenue 6,384 / 85,225 = 7.5%. Wealth: Citigold and Retail Banking 7,666 / 11,272 = 68.0%, about 68%; Wealth at Work 930 / 11,272 = 8.3%, about 8%; revenue 11,272 / 9,871 - 1 = 14.2%, about 14%; 11,272 / 9,733 - 1 = 15.8%, about 16%; share of Citi revenue 11,272 / 85,225 = 13.2%, about 13%. All Other: revenue on the chart basis 4,442 managed + (176) reconciling items = 4,266 (2025); 9,491 - 670 = 8,821 (2021); 8,841 + 854 = 9,695 (2022); 9,389 + 1,346 = 10,735 (2023); 7,521 + 26 = 7,547 (2024); Corporate/Other 4,442 - 5,512 Legacy Franchises = -1,070, about minus $1,070 million. Further: All Other chart basis 4,266 / 8,821 = 0.48, about half; Banking 2025 income new basis 935 / old basis 2,324 = 0.40, so 60% less, about three-fifths; Mexico consumer and small business 6,500 / 4,539 - 1 = 43.2%, about 43%; U.S. card loans 170 / 409 consumer loans = 41.6%, about two-fifths; card loans excluding the American Airlines purchase (177 - 168 - 6.6) / 168 = 1.4%; Q1 2026 card net credit losses over net interest income 1,742 / 5,116 = 34.0%, about 34%; Q2 2026 equities over fixed income 2,301 / 4,706 = 0.49, about half; investment banking fees 4,618 / 2,713 - 1 = 70.2%, about 70%; Citigold (old basis) 4,953 / 3,803 - 1 = 30.2%, about 30%; net new investment assets first half 2026 15 + 16 = 31 billion; Wealth Q2 2026 efficiency 2,377 / 3,177 = 74.8%, about 75%; Securities Services 5,990 / 5,165 - 1 = 16.0%, about 16%. More: commercial card spend 71.2 / 38.6 - 1 = 84.5%, about 84%; advisory share of investment banking fees 1,908 / 4,618 = 41.3%, about 41%; advisory share of Q2 2026 investment banking revenue 390 / 1,548 = 25.2%, about 25%; BlackRock mandate 80 / 670 investment assets = 11.9%, roughly 12%; rewards and partner payments over interchange 12,075 / 9,718 = 1.24 times; new card accounts 5,376 / 2,942 - 1 = 82.7%, about 83%. Five-business income from continuing operations 2025: 8,187 + 6,265 + 935 + 1,178 + 3,409 = 19,974; Services 8,187 / 19,974 = 41.0%, about 41%, more than two-fifths. — FY2021-Q2 2026 · publ. September 2026 · source ↗
    Method: Arithmetic on figures reported in Citigroup's recast historical supplement, Forms 10-K and 10-Q and its Q2 2026 earnings release; operands shown in the source line.
  8. ReportedJPMorgan's deposits cost 1.70% in 2023 and 2.08% in 2024; Citi's cost 2.72% and 3.06%.
    JPMorgan Chase Form 10-K for fiscal 2025 - average total deposits of $2,506,565 million at a cost of 1.80%. — FY2025 · publ. February 2026 · source ↗
  9. ReportedJPMorgan's deposits cost 1.70% in 2023 and 2.08% in 2024; Citi's cost 2.72% and 3.06%.
    Citigroup Form 10-K for fiscal 2025 - deposits: average balances and rates, institutional deposit composition, deposits by office and interest-rate sensitivity. — FY2025 · publ. 20 February 2026 · source ↗
  10. Moat Explorer calcThe gap was about 1.0 point in both years and 0.77 points in 2025.
    Moat Explorer calculation from Citigroup and peer figures ($ millions unless stated). Deposit cost: Bank of America 34,513 / (1,469,705 + 514,477) = 34,513 / 1,984,182 = 1.74%; Citi non-interest-bearing share 202,705 / 1,363,051 = 14.9%, about 15%; gap to JPMorgan 2.57% - 1.80% = 0.77 points; 0.0077 x 1,363,051 = 10,495, about $10.5 billion a year; 10,495 / 19,828 pre-tax income = 53%, more than half; JPMorgan average deposits 2,506,565 / 1,363,051 = 1.84 times. Market value: JPMorgan 911.91 / Citi 225.24 = 4.05, about four times; Citi / JPMorgan 225.24 / 911.91 = 0.247, about a quarter, about 0.25. Card partners: 12% x 85,225 = 10,227, roughly $10.2 billion. Institutional deposits 934 / 1,403.6 = 66.5%, about two-thirds, about 67%; other deposits 1,403.6 - 934 = 469.6. Banamex stake sold 25% + 22.6% = 47.6%. Shares: period-end common shares 1,747.5 / 1,903.1 - 1 = -8.2%, about 8%; average diluted shares 1,873.1 / 3,007.7 - 1 = -37.7%, about 38%. Market value over tangible common equity at year end ($bn): 2018 127.14 / 151.078 = 0.84; 2019 174.42 / 148.809 = 1.17; 2020 128.37 / 153.389 = 0.84; 2021 119.83 / 157.077 = 0.76; 2022 87.60 / 158.151 = 0.55; 2023 98.45 / 164.025 = 0.60; 2024 133.13 / 167.698 = 0.79; 2025 208.79 / 169.618 = 1.23. Trailing twelve months to June 2026: net income 14,306 - 8,083 + 11,616 = 17,839; revenue 85,225 - 43,264 + 49,399 = 91,360; diluted EPS 6.99 - 3.92 + 6.21 = 9.28; P/E 225,250 / 17,839 = 12.6; P/S 225,250 / 91,360 = 2.47. Year-end P/E and P/S (market value over net income and revenue): 2015 154.16 / 17.242 = 8.94, 154.16 / 77.277 = 1.995; 2016 169.36 / 14.912 = 11.36, / 70.797 = 2.392; 2017 196.74 / 73.693 = 2.670 (net loss); 2018 127.14 / 18.045 = 7.05, / 74.036 = 1.717; 2019 174.42 / 19.401 = 8.99, / 75.067 = 2.324; 2020 128.37 / 11.047 = 11.62, / 75.501 = 1.700; 2021 119.83 / 21.952 = 5.46, / 71.574 = 1.674; 2022 87.60 / 14.845 = 5.90, / 74.982 = 1.168; 2023 98.45 / 9.228 = 10.67, / 78.066 = 1.261; 2024 133.13 / 12.682 = 10.50, / 80.722 = 1.649; 2025 208.79 / 14.306 = 14.59, / 85.225 = 2.450. More: end-of-period deposits 1,493 / 1,403.6 - 1 = 6.4%, about 6%; Markets average loans 176 / 794 total loans = 22.2%, about 22%; JPMorgan deposit-cost gap 2.72 - 1.70 = 1.02 points (2023), 3.06 - 2.08 = 0.98 points (2024), about 1.0 point; Bank of America non-interest-bearing share 514,477 / 1,984,182 = 25.9%, about 26%; Services old-basis average deposits 935 / 1,422 = 65.8%, about 66%; AO Citibank assets 13.5 / 2,657.2 = 0.51%, about 0.5%; loss 1.2 / 13.5 = 8.9%, about 9%. Card partners against the card segment: 10,227 / 18,258 = 56%, more than half. Return improvement to target: 14.5 - 8.8 = 5.7 points, roughly six. Forecast extrapolation: 2026 revenue 49,399 x 2 = 98,798; 2026 EPS 134.28 / 11.58 = 11.60; revenue growth (85,225 / 78,066)^(1/2) - 1 = 4.5% a year. — FY2015-Q2 2026 · publ. September 2026 · source ↗
    Method: Arithmetic on figures reported in Citigroup's Forms 10-K and 10-Q, JPMorgan's and Bank of America's Forms 10-K, and market data from stockanalysis and companiesmarketcap; operands shown in the source line.
  11. ReportedIts Investor Day put Services average deposits growing about 3% a year from 2022 to 2025, while cross-border transaction value grew about 10% a year.
    Citigroup 2026 Investor Day financial overview presentation - RoTCE targets, business targets for Services, Cards and Markets, efficiency ratio, transformation, liquidity and capital. — May 2026 · publ. May 2026 · source ↗
  12. ReportedAverage deposits were about $1.5 trillion in the second quarter of 2026, up 12%, driven by Services.
    Citigroup second-quarter 2026 earnings release, Form 8-K exhibit 99.1 - firm results, returns, efficiency, capital returned, tangible book value and All Other. — Q2 2026 · publ. 14 July 2026 · source ↗
Sources
Generated September 28, 2026