Fifth Third Bank Strengthens Mortgage Lending as a Core Growth Engine

Fifth Third Bank (NASDAQ: FITB) is deepening its role as a leader in U.S. mortgage lending with record growth, innovative products, and a customer-first approach. In 2025, the Bank originated more than $5.2 billion in mortgages, positioning itself among the top 45 lenders nationally and the top 15 banks. Already recognized as one of the top ten mortgage servicers in the country, Fifth Third expanded its market share in 90% of its core markets this year, reinforcing mortgage lending as a strategic driver of customer relationships and regional expansion.

At HousingWire’s inaugural Mortgage Banking Summit, James Sias, Head of Mortgage Lending and Indirect Dealer Services, emphasized the strategic importance of mortgage banking:

“Mortgage isn’t just a product — it’s the ultimate relationship builder. It’s how we become the one bank our customers most value and trust for life.”

That focus is supported by internal data. Fifth Third’s research shows that households with mortgages are 24% more likely to remain with the Bank than checking-only households. For the 2023–2024 cohort, that retention advantage rose to 31%, proving mortgage lending’s role in strengthening long-term customer relationships.

Mortgage as a Catalyst for Growth

Fifth Third’s relationship-based approach to lending is fueling sustainable organic growth, particularly across the Southern U.S.. Over the past two years, mortgage relationships have driven hundreds of millions of dollars in incremental deposits and helped the Bank deepen customer engagement through holistic financial guidance.

The Bank currently offers over 35 mortgage products tailored to diverse income levels, credit profiles, and regions. It is also actively expanding its mortgage loan officer network to reach new communities.

Leadership and Vision

Under the leadership of Jay Plum, Head of Consumer Lending, Fifth Third has redefined its customer experience philosophy — viewing “every mortgage customer as a family, not a file.” Plum, along with industry leaders James Sias, Chad Powers, and Martin Muff, has led efforts to enhance customer education, first-time homebuyer initiatives, and affordable lending programs that make homeownership more accessible.

“What drew me to Fifth Third wasn’t just where it was — but where it could go,” said Plum. “We’re building on a strong foundation and creating something exceptional. With the momentum we’ve built, we’re excited for what’s next.”

Under Plum’s leadership, mortgage volume rose 16% year-over-year from 2023 to 2024, including a 39% jump in retail and direct lending. Customer satisfaction also reached new highs, with Net Promoter Scores between 74 and 83 over the past six months.

Expanding Beyond Traditional Lending

Fifth Third is also making strong gains in home equity and estate planning. Home equity lending has surged 60% year-over-year in 2025, reflecting robust demand for flexible borrowing solutions. In its commitment to equitable housing, the Bank provides free wills to help families protect generational wealth and preserve their homes.

Through its Neighborhood Program, Fifth Third has invested nearly $255 million in economic development across ten neighborhoods, creating opportunities for affordable housing and community revitalization.

Building Lifelong Banking Relationships

For Fifth Third, mortgage lending is more than a line of business — it’s a long-term strategy to foster loyalty, deepen financial relationships, and empower homeownership.

About Fifth Third Bank
Founded in 1858, Fifth Third Bank combines innovation, integrity, and community focus to help individuals, families, and businesses achieve financial success. Recognized multiple times by Ethisphere as one of the World’s Most Ethical Companies®, Fifth Third remains committed to responsible growth, technological advancement, and customer trust.

Fifth Third Bank, National Association, is a federally chartered institution and a member of the FDIC. Fifth Third Bancorp’s common stock trades on the NASDAQ® Global Select Market under the symbol “FITB.” For more information, visit www.53.com.