SKN – Fifth Third Aims to ‘Reset the Narrative’

Cincinnati-based lender looks to redefine digital banking with customer-first innovation

As Fifth Third Bank prepares for its acquisition of Comerica, the regional lender is taking the opportunity to modernize its digital image and sharpen its competitive edge. Executives say the expansion will not only increase the bank’s size but also spotlight its ongoing efforts to enhance mobile banking, improve financial wellness tools, and redefine how customers interact with their checking accounts, deposits, and credit services.

Redefining the Digital Banking Experience

At the Money20/20 conference in Las Vegas, Erin Crawford, Fifth Third’s head of consumer digital, said the bank wants to “reset the narrative” around how people perceive traditional financial institutions. “I think people see a financial institution and think that we’re slow and that we don’t have technology,” she said. “We’re proving that’s no longer true.”

Central to this transformation is a redesigned mobile app. Fifth Third is replacing its “Goals” section with a new financial wellness hub called “Plan.” This feature allows customers to view recurring expenses, manage subscriptions, track income and spending over several months, and receive actionable insights to improve cash flow. The goal is to help users manage their personal finances in a more intuitive and accessible way—reflecting a broader move toward digital banking that prioritizes simplicity and engagement.

Building Trust Through Security and Innovation

While technology is key, Fifth Third’s strategy also emphasizes trust and security—two pillars of the banking relationship. The bank plans to launch a new fraud center within its app, allowing customers to upload suspicious emails or texts for immediate verification by the bank’s fraud team. The feature builds on Fifth Third’s SmartShield platform, which “gamifies” digital safety to encourage users to adopt stronger protection habits.

This proactive approach reflects the bank’s effort to integrate innovation with customer confidence. As interest rates, loans, and mortgage costs fluctuate, customers increasingly rely on mobile tools to monitor their accounts and detect unusual activity—making cybersecurity an essential part of the digital experience.

A Measured, Customer-First Growth Strategy

Fifth Third’s acquisition of Comerica marks a significant milestone, positioning the bank to reach more customers and gather new feedback on its digital tools. According to Crawford, features like direct deposit switching and upcoming payment management tools will make onboarding smoother for Comerica customers.

The bank also continues to leverage artificial intelligence through “Jeanie,” its virtual banking assistant, which improves in-app search and navigation. These enhancements, Crawford noted, help customers “get things done faster,” aligning with Fifth Third’s philosophy that great banking should “fade into the background.”

Closing Insights

Fifth Third’s push to reset its digital identity reflects a growing shift in banking: customers now expect the same speed, personalization, and security from their bank as they do from any modern tech platform. As it expands through acquisition and innovation, the bank’s ability to deliver seamless digital experiences—while maintaining trust—could define its next chapter.

In an era where digital banking, credit management, and deposit mobility are reshaping the financial landscape, Fifth Third’s strategy signals that the future of banking may not be about flashier apps—but smarter, more human-centered technology.

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