Case Study: Fifth Third Bank achieves faster, lower-risk bank-card growth with FICO Custom Predictive Models

FICO custom predictive models strengthen Fifth Third Bank’s bank card portfolio, position it for profitable growth

Fifth Third Bank, a regional diversified financial services firm with $115 billion in assets and more than 1,300 branches, needed to grow its bank card portfolio profitably while keeping its approval rate steady and lowering delinquency. The bank’s conservative, relationship-driven origination strategy and dated acquisition models limited account growth and used the same scorecard for all applicants.

FICO conducted a loan-origination analysis and delivered six custom predictive scorecards plus a dual-matrix approach combining FICO® Classic and custom models, new applicant segmentation and review rules. The changes enabled targeted auto-approvals, real-time firm credit offers and improved cross-selling, sped application processing by about 15%, enhanced the customer experience and allowed Fifth Third to expand its card portfolio while maintaining approval rates and controlling risk.

Fifth Third Bank

Jay Silvestain

Vice President, Bank Card