“Change can be challenging,  but how a company deals  with change determines its  success and  ultimately its  return to shareholders.” markets throughout 2010. As a result of market  performance and continued investment in our  sales force, investment advisory revenue increased  more than $30 million compared with 2009.  Additionally, assets under care were up 46 percent  on a year-over-year basis, reflecting inflows from  new business won in 2010. In terms of year-over- year revenue growth, Fifth Third’s retail brokerage  segment outperformed its peers throughout 2010  as it has shifted its focus from a single product  approach to a full-service advisory model. We  believe this business is well-positioned for future  market growth. Looking to 2011 and beyond, we expect to continue  our organic growth strategy, with the ultimate goal  of developing or maintaining a market leading  position in a majority of our markets. We have  found that in markets where we have a top three  market share we consistently have higher deposits  per branch, as well as more products per customer.  Fifth Third is currently in the top three in just under  half of our markets and we are targeting being in  the top three in about two-thirds of our markets  over the next several years. This strategy, coupled  with our customer experience initiatives, should  strengthen our position in the future. As we entered 2010 we started to see some  improvement in economic trends and signs  pointing to an economic recovery - although  we expect it will take some time before we see  meaningful, sustained economic growth. The U.S.  Gross Domestic Product (GDP) has seen positive  growth throughout the year. There has been  some stabilization in home prices although values  continue to decline in some markets and there has  not been any substantial growth in most others. The  unemployment rate also appears to have stabilized  although it remains at elevated levels. All of this  has contributed to uncertainty in the markets,  yet despite this uncertainty we’ve demonstrated  continued improvement through our profitability.  Despite the challenging operating environment, we  have continued to lend and have extended more  than $86 billion of credit in 2010, an increase of  15 percent from the previous year. Our mortgage  originations have outperformed the Mortgage  Bankers Association (MBA) forecast each quarter  in 2010. Commercial loan demand has started to pick up  and credit line utilization appears to have stabilized.  Customers remain cautious, although we continue  to have optimistic conversations with our customers  about business expansion and investment. We  remain focused on developing and maintaining  relationships with our customers so that as they are  ready to invest in business expansion we are there  to assist them with their plans.  2010  ANNUAL REPORT 5 Economic overview and outlook