Traditionally spreading capital across different opportunities by utilising expert judgement, the name has become known to most markets throughout the world. By placing capital in options and equities, the firm’s representatives have discovered and perfected the importance of timing investments. With that continued success allowing Citadel to spread (as well as through its subsidiaries). In early 2009, the firm surprised everyone by moving into the investment banking sector. Just when investment banks were very publicly underperforming, if not completely disappearing, this was no doubt a shock for all. Citadel have stemmed the tide and made the form popular again.