Fifth Third Bancorp engages in the provision of banking and financial services, retail and commercial banking, consumer lending services, and investment advisory services through its subsidiary Fifth Third Bank. It operates through the following segments: Commercial Banking, Branch Banking, Consumer Lending, and Wealth & Asset Management. The Commercial Banking segment offers credit intermediation, cash management, and financial services to large and middle-market businesses. The Branch Banking segment provides deposit, loan, and lease products to individuals and small businesses. The Consumer Lending segment includes residential mortgage, home equity, automobile, and indirect lending activities. The Wealth & Asset Management segment provides investment alternatives for individuals, companies, and not-for-profit organizations. The company was founded in 1975 and is headquartered in Cincinnati, OH.