## 2010 Highlights 

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## Business Description 

Branch Banking provides a full range of deposit and lending products to individuals and small businesses in 12 states in the Midwestern and Southeastern regions of the United States. Branch Banking offers depository and loan products, such as checking and savings accounts, home equity loans and lines of credit, credit cards and direct loans for automobiles and other personal financing needs, as well as products designed to meet the specific needs of small businesses, including cash management services. 

## Customer Focus 

As the needs of our customers change, Fifth Third is looking toward the future and tailoring its offerings to reflect how people want to bank today. To add convenience to the branch banking experience, we extended operating hours at a majority of our banking centers across our footprint. In addition to the branch network, which includes BankMart® 

## Branch Banking 

locations inside select grocery stores, Fifth Third offers online, ATM, telephone and mobile banking services that are available 24 hours a day, seven days a week. 

Whether saving for a home or a child’s education, planning for retirement, or building a business, customers can depend on our knowledgeable and reliable employees to provide banking products that meet their needs and help reach their goals. Likewise, our business bankers provide full solutions including loans, treasury management products, employee savings plans and employee banking programs to small business customers. 

## Strategy 

Fifth Third continues to enhance its branded sales and service process, which drove a 13 percent improvement in our 90-day new customer cross- sell ratio during 2010 and contributed to account growth of 8 percent compared with the prior year. 

During 2010, Fifth Third continued to offer several packaged checking products designed to provide significant customer benefits for a standard monthly fee. These products, which include Gold, Rewards and Secure checking, drove growth in fee income from value-added services that are bundled with deposit accounts. Balances of the Relationship Savings product, which doubles a customer’s interest rate when accompanied by an active checking account, more than tripled over the year. 

