Fifth Third Bank Creates Industry-Leading Capital Management Account Commercial Bank Expertise, Brokerage Firm Strength & Local Presence

Create a Cash Management Product that Works!



    CINCINNATI, Sept. 16 /PRNewswire-FirstCall/ -- Fifth Third's new industry-
 leading capital management account is raising the bar for consolidated
 accounts that integrate cash management, investing, saving and borrowing!  The
 Fifth Third CMA is an individualized financial blueprint -- reconciled daily
 at 53.com. The Fifth Third CMA delivers a vehicle to consolidate all of your
 investments into one easy-to-read statement that charts financial assets --
 from FDIC-insured deposit and savings accounts to brokerage investments* like
 mutual funds, stocks and self-directed IRAs.
     (Photo:  http://www.newscom.com/cgi-bin/prnh/19991117/FITBLOGO )
     "With its distinguished and proven competence as a commercial bank and one
 of the Midwest's leading investment advisors with $30 billion in assets under
 management, Fifth Third is in a unique position to deliver a competitive
 product that truly renders the advantages of a consolidated deposit and
 brokerage account," offers Neal E. Arnold, Chief Financial Officer & Executive
 Vice President of Fifth Third Bank Investment Advisors. "The Fifth Third CMA
 is designed as a strategic long-term financial planning tool.  By combining
 our customers' banking products with a broad array of investments -- including
 products from a variety of providers -- we have designed an individualized
 road map for customers to help them meet their personal financial goals.
 Plus, with over 900 full-service Banking Centers, the Fifth Third CMA provides
 the added local convenience and caliber of service customers expect."
     Deposits in the Fifth Third CMA will earn an introductory premium 3.00%
 interest rate**.  In addition, the product features a host of credit, debit
 and loan advantages.  Fifth Third CMA customers will be able to take advantage
 of the Platinum MasterCard(R) rewards program -- with no annual fee.  Credit
 card usage will earn points toward valuable merchandise, travel discounts and
 cash.  Account-holders also receive Enhanced Jeanie(R) cards that provide cash
 at their fingertips fee-free at over 1,850 Jeanie ATMs and allow them to make
 purchases at retailers.
     Fifth Third CMA customers will also get special discount rates on Fifth
 Third home equity products and mortgage loans.  A combined bank and brokerage
 account* balance of $25,000 waives the product's monthly fee.  Additionally,
 new Fifth Third CMA customers will get up to five free stock trades with their
 Fifth Third CMA brokerage account.
     Fifth Third Bank Executive Vice President Robert P. Niehaus offers, "It is
 our privilege to debut this consolidated account that takes the guesswork out
 of financial planning and creates convenience for our customers.  Fifth Third
 CMA customers benefit from banking access throughout our extensive Banking
 Center and ATM networks, coupled with the all the product offerings of a major
 brokerage account -- delivered in an illustrated, landscape statement."
     The Fifth Third CMA also offers the following benefits:
 
     - Imaged checks with monthly statement
     - Unlimited check writing with no per check charge
     - Free Jeanie and non-Jeanie ATM usage
     - Over 900 convenient locations, many of which offer seven-day-a week
       service
     - Over 1,000 investment representatives
 
     The Fifth Third CMA product launch is being supported with a Bancorp-wide
 advertising campaign that includes mass media, including television, radio and
 print ads as well as direct mail, billboard placements and telemarketing
 efforts.
     Fifth Third Bancorp (Nasdaq:   FITB) is a diversified financial services
 company headquartered in Cincinnati, Ohio.  The Company has $75 billion in
 assets, operates 16 affiliates with 917 full-service Banking Centers,
 including 133 Bank Mart(R) locations open seven days a week inside select
 grocery stores and 1,856 Jeanie(R) ATMs in Ohio, Kentucky, Indiana, Michigan,
 Illinois, Florida and West Virginia.  The financial strength of Fifth Third's
 affiliate banks continues to be recognized by rating agencies with deposit
 ratings of AA- and Aa1 from Standard & Poor's and Moody's, respectively.
 Additionally, Fifth Third Bancorp continues to maintain the highest short-term
 ratings available at A-1+ and Prime-1, and was recently recognized by Moody's
 with one of the highest senior debt ratings for any U.S. bank holding company
 of Aa2.  Fifth Third operates four main businesses:  Retail, Commercial,
 Investment Advisors and Midwest Payment Systems, the Bank's electronic payment
 processing subsidiary.  Investor information and press releases can be viewed
 at www.53.com .  The company's common stock is traded through the Nasdaq
 National Market System under the symbol "FITB."
 
     * Investments offered through Fifth Third Securities, Inc., member
 NASD/FDIC are: not FDIC insured, not deposits or other obligations of the bank
 and are not guaranteed by the institution, and subject to investment risk,
 including possible loss of the principal invested.
 
     **Annual percentage yield on balances of $50,000 and over is 3.00%.
 $10,000 to $49,999 is 2.50%, and $2,500 to $9,999 is 1.00%.  Offer subject to
 change.
 
     Equal Housing Lender
     Member FDIC
 
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SOURCE Fifth Third Bank
RELATED LINKS
http://www.53.com

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