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,
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