From Yahoo Finance: 2025-06-06 01:32:00

Fifth Third Bank’s mobile app improvements and AI strategy were highlighted by Chief Strategy Officer Ben Hoffman. The app offers services like direct deposit switching and card controls, with tools like SmartShield for security. The bank focuses on quality over quantity, ensuring features work seamlessly for customers. Technology spending has increased, with ongoing investments in technology modernization.

Hoffman emphasized the bank’s intentional approach to digital integration and collaboration among product, technology, and design teams. Fifth Third structures teams around customer needs rather than products, enhancing relevance and customer focus. The bank is working on enhancing Jeanie, its virtual banking assistant, and improving SmartShield and Zelle experiences to manage fraud risk. Expect significant developments in these areas in the next six months.

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