Fifth Third Stakes Claim in Texas with First Branch Opening

Key Terms

market strength index (msi) technical

Market Strength Index (MSI) is a numerical gauge that summarizes whether buying or selling pressure currently dominates a stock or an entire market, usually by comparing recent gains to losses or weighting advancing versus declining issues. It matters to investors because it acts like a quick health check—similar to a fever reading—that helps indicate momentum, potential trend continuation or exhaustion, and can guide timing or risk decisions.

geospatial heatmaps technical

Geospatial heatmaps are visual maps that show intensity or concentration of activity, such as sales, customer visits, device signals, or incidents, across geographic areas using color gradients—hotter colors mean more activity. For investors, they make it easy to spot where a business is gaining traction, where demand or risk clusters geographically, and where expansion or cost-cutting might matter, much like a weather heat map reveals where storms are strongest.

anonymized cellphone data technical

Anonymized cellphone data are location and usage records from mobile devices that have been stripped of personal identifiers and often aggregated so individuals cannot be directly identified. Think of it as counting cars on a highway without noting who is driving; it reveals patterns like foot traffic, commuting trends and regional demand. Investors use it to gauge consumer behavior, footfall at stores, and real-time market trends, while weighing accuracy, privacy and regulatory risks.

Frisco Debut Fuels Texas Expansion with 150 Financial Centers Planned by 2029

CINCINNATI--(BUSINESS WIRE)-- Fifth Third (Nasdaq: FITB) today opened its first Texas financial center in Frisco, launching a broader expansion that builds on Comerica’s existing presence and represents more than $700 million in planned investment across the state. Following the conversion of Comerica branches on September 8, Fifth Third will operate 108 locations in Texas and plans to grow to more than 250 financial centers by 2029, securing a top‑five footprint in Dallas, Austin, and Houston.

Brian Enzler, Fifth Third North Texas Region President and Gabriel Wang, Fifth Third Financial Center Manager, reveal the new Fifth Third signage at Cowboys Way.

“Our goal is always to show up in a way that makes life easier for customers and strengthens the communities we join,” said Shawn Niehaus, Head of Consumer Banking at Fifth Third. “As we begin opening locations in Texas, we’re bringing a banking experience designed to meet people where they are and support their ambitions.”

Frisco is one of the fastest-growing cities in the country, with an average of 24 people moving to the area every day, according to the U.S. Census Bureau. A major corporate hub with a thriving job market and a growing center for technology, Frisco is a premier, family friendly destination featuring highly regarded schools and extensive entertainment options.

“Frisco is a city defined by its momentum — a place where innovation isn’t just encouraged, it’s expected,” remarked Brian Enzler, Fifth Third North Texas Region President. “That spirit perfectly aligns with Fifth Third’s commitment to delivering modern, intuitive, and technology forward banking experiences. As the community continues to grow and set new standards for what a vibrant, future focused city can be, we’re excited to deepen our presence here. Our new Frisco branch reflects our belief in the city’s trajectory and our dedication to bringing customers smarter, more innovative ways to bank.”

Today’s opening is the first of 60 financial centers planned in North Texas over the next three years, laying the foundation for a strong market presence and top tier deposit share. Fifth Third’s entrance into Texas is part of a national expansion strategy that will grow the Bank’s retail presence to approximately 1,750 locations by 2030 across 17 of the 20 fastest-growing large markets in the U.S.

Over the last decade, Fifth Third has developed and refined a rapid deployment model for identifying, securing, and opening new locations. Powered by advanced data intelligence and industry leading innovation, the Bank is building density in the nation’s fastest growing markets and delivering its award-winning customer experiences with speed and precision. Fifth Third de novos opened in 2024 and 2025 averaged $25 million in deposits in their first 12 months—achieving 200% of targeted deposit growth and reaching profitability in just 36 months.

Data-Driven Expansion Strategy

Fifth Third’s expansion is informed by proprietary digital tools and analytics. The Bank’s Market Strength Index (MSI) and geospatial heatmaps—drawing on trillions of calculations and thousands of data points, including anonymized cellphone data—pinpoint optimal branch locations in high growth areas. This methodology has enabled Fifth Third to secure all 200 Southeast locations planned through 2028, and have letters of intent in place or in progress for approximately half of its future Texas sites.

Innovative Branch Design

Fifth Third’s new financial centers are designed to reflect how consumers want to bank today—blending digital convenience with personalized, in person service. The financial centers feature open layouts and welcoming meeting spaces. For everyday banking needs, customers can rely on Fifth Third’s award-winning mobile app and Fifth Third Momentum Banking® platform. This integrated model empowers customers to manage transactions quickly or engage in deeper financial conversations in private, comfortable settings.

Fifth Third’s first Texas location is at 17 Cowboys Way in Frisco, anchoring the first floor of the Frisco Business & Innovation Hub.

About Fifth Third

Fifth Third is a bank that’s as long on innovation as it is on history. Since 1858, we’ve been helping individuals, families, businesses and communities grow through smart financial services that improve lives. Our list of firsts is extensive, and it’s one that continues to expand as we explore the intersection of tech-driven innovation, dedicated people and focused community impact. Fifth Third is one of the few U.S.-based banks to have been named among Ethisphere’s World’s Most Ethical Companies^® for several years. With a commitment to taking care of our customers, employees, communities and shareholders, our goal is not only to be the nation’s highest performing regional bank, but to be the bank people most value and trust.

Fifth Third Bank, National Association is a federally chartered institution. Fifth Third Bancorp is the indirect parent company of Fifth Third Bank and its common stock is traded on the NASDAQ^® Global Select Market under the symbol "FITB." Investor information and press releases can be viewed at www.53.com. Deposit and credit products provided by Fifth Third Bank, National Association. Member FDIC.

View source version on businesswire.com: https://www.businesswire.com/news/home/20260422249510/en/

Sophie Isherwood (Media Relations)
sophie.isherwood@53.com
Matt Curoe (Investor Relations)
matthew.curoe@53.com | 513-534-2345

Source: Fifth Third