"Today's banks are full-service financial institutions," says Frank Cradduck, an assistant vice president and financial center manager with Fifth Third Bank. "In addition to traditional savings and checking accounts, we also provide a range of loan and investment products offered through various subsidiaries."

For example, Fifth Third offers a variety of mortgages, home equity loans and lines of credit as well as vehicle loans and student loans. We also provide many investment products, such as certificates of deposit (CDs), retirement accounts and college savings plans. Fifth Third Securities, a wholly owned subsidiary of Fifth Third Bank, provides its valued customers with convenient access to a wide range of investment and insurance solutions tailored to meet individual customer needs. Fifth Third Securities also provides investment products to help customers meet their long-term investment goals including mutual funds, fixed income securities, tax-advantaged securities and stock trading. Insurance planning services and products, including life insurance, are also available through Fifth Third Bank and its subsidiaries.

Analyzing financial needs
"We can help our customers with nearly any financial service for any stage of life," says Cradduck. "But sometimes the challenge is knowing our customers well enough to recommend the right products at the right times." To improve this situation, Cradduck encourages customers to come in and discuss their financial concerns with a financial center manager.

"We sometimes find that customers aren't sure where to begin when it comes to getting their financial lives in order," Cradduck says. "But when we ask the right questions, we can help them analyze their current financial situation and define their future goals. The next step is to map out a strategy to help reach those objectives. And we really focus on making the process as easy as possible. They don't need an appointment. In fact, they only thing they need to bring is a willingness to discuss their financial concerns."

Choosing the right bank and the right services
"Even in this age of electronic banking, it's helpful for customers to choose a bank that's convenient to where they live or work," says Cradduck. "This convenience makes it easier for them to visit us -- and easier for us to develop relationships with them. The better we know our customers, the better job we can do in advising them."

He says many customers seek tips on managing day-to-day finances more efficiently. For example, a common question is how to avoid overdraft fees on checking accounts.

"Overdrawing a checking account can get very expensive," says Cradduck. "I recommend customers set up some sort of overdraft protection, either by linking their checking account to their bank credit card or to their savings account. Although there are service fees for transferring funds, they are far less expensive than overdraft fees."

Some people ask for advice on where to deposit their money -- a tiered savings account or a certificate of deposit. "Many people today are choosing a tiered savings account, especially when a larger sum of money is involved. Their high-tiered savings balances can earn nearly the same interest rate as a CD, yet remain completely liquid," he explains.

Other customers have questions about credit card options -- one that offers a low interest rate or one that offers rewards. "I ask customers to tell me how they will be using their card. Will they be able to pay off the balance in full each month, or will they carry a balance? If they plan to carry a balance, I advise them to choose the card with the low interest rate. If they can pay off their balance each month, I recommend they earn rewards, which can be redeemed for gift certificates or cash.

For more advice on full-service banking, contact Fifth Third at (866) 475-4201 or visit the Fifth Third website.

Fifth Third Securities is the trade name used by Fifth Third Securities, Inc., member FINRA/SIPC, a registered broker-dealer and registered investment advisor. Securities and investments offered through Fifth Third Securities, Inc.:

Insurance products made available through Fifth Third Insurance Agency, Inc.