Fifth Third Bank 2009 Annual Report Download - page 11

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BUSINESS DESCRIPTION
Consumer Lending provides loan solutions to customers
across and beyond Fifth Third’s footprint. Our loan products
include real estate-secured mortgages, home equity loans and
lines, credit cards, and federal and private student education
loans. Consumer Lending also partners with a network of auto
dealers that originate loans on the Bank’s behalf, otherwise
known as Auto Lending. Whether in need of a first mortgage
or college loan, our customers know we offer a solution to
help them achieve their goals.
CUSTOMER FOCUS
We recognize that personal loans are often a vital ele-
ment for the prosperity of our customers. We deliver a full
spectrum of competitive lending solutions that correspond
to their financial situations. Throughout the entire customer
experience, we strive to provide expert advice and outstand-
ing service. To help prepare for major life moments like
buying a car or for purchasing every day necessities, Fifth
Third provides lending solutions that fit our customers’ needs
today and tomorrow.
STRATEGY
Fifth Third understands that each customer has unique
needs. To evolve with the dynamic marketplace and meet the
changing needs of customers as they progress through life, we
continue to adjust our lending solutions. Our strategic focus
is to surround each new and existing customer with a team
of professional bankers committed to providing complete
banking solutions in order to profitably grow market share.
Our sales and service associates strive to achieve the highest
ratings for customer experience while delivering operational
excellence. In 2009, we advanced our mortgage origination
market share within the top 20, and are now fourth in market
share within the non-captive prime auto lending space.
CONSUMER
LENDING
2009 HIGHLIGHTS
• $1.1 billion total revenue
• $20.5 billion average loans
• $59 billion mortgage servicing portfolio
• 7,600 dealer indirect auto lending network
“Economic and health reasons
led us to try a mortgage
opportunity that turned out
to be a scam. With medical
bills piling up, we didn’t know
what to do. Finally, we turned
to Fifth Third Bank. They were
wonderful in explaining options
and helping us through the
legal process of getting the
deed back to our house.”
kIRSTEN MILLER
MARTINSBURG, WEST VIRGINIA
9
FIFTH THIRD BANCORP | 2009 ANNUAL REPORT