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FICO custom predictive models strengthen Fifth Third Bank’s bank card portfolio

A key element to the success of this project was FICO’s consultative approach to learning our business and understanding our strategy for product positioning, immediate and long term growth

Case Study

When Fifth Third Bank began a strategy to profitably grow its bank card portfolio, it stuck to a characteristically cautious strategy. A regional bank with $115 billion in assets, 150-year-old Fifth Third Bank operates four main businesses: Commercial Banking, Branch Banking, Consumer Lending and Investment Advisors, across more than 1,300 full-service banking centers throughout the Midwest and Southeast.

Fifth Third Bank’s conservative lending strategy concentrated on relationship-based branch origination business and has enabled it to stabilize losses and delinquency rates over the years. While smart business, this strategy has limited the bankcard division’s account growth,