Investment  Advisors 2010 Highlights t N J M M J P O U P U B M S F W F O V F t C J M M J P O B W F S B H F M P B O T t C J M M J P O B W F S B H F D P S F E F Q P T J U T t C J M M J P O B T T F U T V O E F S N B O B H F N F O U t C J M M J P O B T T F U T V O E F S D B S F Asset Management provides asset management  services to institutional clients and also advises  the Company’s proprietary family of mutual  funds, Fifth Third Funds. Fifth Third Institutional  Services provides consulting, investment and  record-keeping services for corporations, financial  institutions, foundations, endowments and not-for- profit organizations. Products include retirement  plans, endowment management, planned giving  and global and domestic custody services. Investment Advisors is comprised of five distinct  businesses: Fifth Third Private Bank, Fifth Third  Securities, Fifth Third Asset Management, Fifth Third  Institutional Services and Fifth Third Insurance. We  have more than 100 years of experience helping our  individual, business and institutional clients build  and manage their wealth. Clients receive specialized advice from each of our  business lines. Fifth Third Private Bank simplifies  financial complexity for the Bank’s most affluent  clients by collaborating with them to articulate and  achieve their goals. Fifth Third Securities serves  individuals and families by offering retirement,  investment and education planning, managed  money, annuities, and transactional brokerage  services. Fifth Third Insurance offers a number  of insurance products and services such as life  insurance, long-term care insurance, disability  income protection, and annuities to help clients  minimize risk and protect their wealth. Fifth Third  Investment Advisors serves to deepen and enhance  the Bank’s most important client relationships  by collaborating with our Retail, Commercial and  Business Banking partners. We begin by completely  understanding each client’s unique needs, goals and  circumstances. For our most affluent individuals  and families, we have teams of professionals to  design unbiased solutions that meet all of their  wealth management needs in one place. For our  Retail clients, we offer a comprehensive suite of  investment and insurance solutions to complement  their existing banking products and services. For  institutions and corporations, our retirement, asset  management and custody capabilities mean they  can turn to Fifth Third for more than just their  capital needs. By leveraging our internal company  partnerships, Investment Advisors provides the Bank  with ongoing fee revenue at low incremental capital,  and provides our clients with complete, powerful  financial solutions from one trusted advisor. Client Focus Business Description Strategy 11 2010  ANNUAL REPORT