Fifth Third Bancorp is a diversified financial services company. It operates as a bank holding company through its subsidiary Fifth Third Bank, which provides banking and financial services, offers retail and commercial banking, consumer lending services and investment advisory services. The company operates through four business segments: Commercial Banking, Branch Banking, Consumer Lending and Investment Advisors. The Commercial Banking segment offers credit intermediation, cash management and financial services to large and middle-market businesses and government and professional customers. Its products and services include global cash management, foreign exchange and international trade finance, derivatives and capital markets services, asset based lending, real estate finance, public finance, commercial leasing and syndicated finance. The Branch Banking segment provides a full range of deposit and loan and lease products to individuals and small businesses. It also offers depository and loan products, such as checking and savings accounts, home equity loans and lines of credit, credit cards and loans for automobiles and other personal financing needs, as well as products designed to meet the specific needs of small businesses, including cash management services. The Consumer Lending segment includes mortgage, home equity, automobile and other indirect lending activities. Its mortgage and home equity lending activities include the origination, retention and servicing of mortgage and home equity loans or lines of credit, sales and securitizations of those loans or pools of loans or lines of credit and all associated hedging activities. The Investment Advisors segment provides a full range of investment alternatives for individuals, companies and not-for-profit organizations. Fifth Third Bancorp was founded on October 7, 1974 and is headquartered in Cincinnati, OH.