Fifth Third Bank 2014 Annual Report Download - page 6

4 | FIFTH THIRD BANCORP
CONSUMER LENDING
We know that consumers value the security of accessing credit when needed. Across our
Consumer Lending solutions, we offer competitive rates with flexible terms in order to help
customers reach their goals, whether short- or long-term.
In our consumer credit card business, our focus remains on acquiring and activating existing
retail and small business customers to strengthen the total customer relationship. To fuel
continued growth in this business, we successfully launched a new rewards platform in
2014, we dramatically increased Access 360° sales through improved customer features and
benefits, and we continue to improve the features of our core credit card product offerings.
We are committed to developing new, customer-focused solutions, which will be further
accelerated by the creation of our new Payments and Commerce Solutions division.
Our auto business is another source of strength as it tends to be a high-quality, attractive
asset class. Our long-standing presence in this market has allowed us to develop strong
relationships with dealers across our 45-state indirect auto footprint. We are the sixth-
largest bank originator of indirect auto loans in the country.
Our mortgage business is the most cyclical of our businesses and we have managed well
through the most recent cycle. We have a fairly flexible business model that can be adjusted
quickly in response to the changing environment. We are currently focused on winning in
the purchase mortgage market and growing through direct, relationship-oriented channels.
Across our lending solutions, we provide ample resources to simplify the process of
obtaining a loan and we proactively work with borrowers to explore options that make
sense within their current financial situation. It is important for us to be trusted and valued
over the life of the loans we make and for many years beyond.
Dealer Indirect
Auto Lending
Network
Total Revenue
Average Loans
Mortgage
Servicing Portfolio
In light of our results, we are disappointed that our one-
year total shareholder return (stock price plus dividends)
was negative 0.7 percent in 2014. Given the positive
momentum and outperformance we have seen over the
past several years, we are not satised with this outcome.
Looking out over a longer-term horizon, Fih ird’s ve-
year total shareholder return was 129.7 percent, which
outperformed both the S&P commercial banks index and
the S&P 500 index. As stewards of your capital, we believe
that we are positioning the Bank for stronger performance
than our one-year total return would suggest and we
are aligned with our shareholders in the desire to regain
positive momentum when it comes to our valuation. We
have reason to hope that as the market looks forward, we
will be rewarded for the actions we are taking to proactively
transform the Company for sustainable excellence and
competitive advantage in the years ahead.
Being proactive oen means making tough decisions. In
2014, we took several steps to enhance our risk culture,
ne-tune our business mix, and reduce the complexity of
our operations, identifying ways to best use our strengths
while decreasing our dependency in areas where we face
risks or add limited value. We determined that certain
2014
HIGHLIGHTS
$603
million
$20.9
billion
$79
billion
9,693