Fifth Third Bank
RECOGNITION > 2026 CARING BANKS & CREDIT UNIONS STUDY > FIFTH THIRD BANK
Super Regional Award
Fifth Third Bank Named a 2026 Editors' Choice for Caring Customer Service—Midwest
The Editors' Choice Award for Caring Customer Service honors companies named by a consumer, unaided, in our study, then selected by the Better Buyer editorial team for excellence in customer care.
The 2026 Caring Banks & Credit Unions Study was conducted using a rigorous, nationally representative consumer survey of U.S. adults. Read the study
About Fifth Third Bank
Fifth Third Bank is a trusted financial institution serving individuals, businesses, commercial clients, and wealth management customers across the United States. Known for making banking simple and convenient, it offers a broad range of solutions including checking, savings, lending, payments, treasury management, and investment services. With digital tools, mobile banking, and branch access, Fifth Third delivers personalized support and modern financial solutions to help customers thrive.
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Quick Overview
Recognition is earned, not purchased. Each award is a trusted mark of excellence. Selections are made independently, before honorees are contacted (see study methodology). In this video, we discuss our findings from the 2026 Caring Banks & Credit Unions Study.
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The Banking Authenticity Deficit: Consumers Crave Human Connection in a Digital World
Banks are racing to automate everything, but Better Buyer's 2026 Caring Banks & Credit Unions Study℠ reveals what Americans actually want: convenience for the easy stuff, and real people for everything else.
The tension is real. Consumers expect digital tools to work flawlessly for routine tasks. But loyalty? That comes from fair pricing, fast problem resolution, and honest communication. And despite the industry's AI push, trust in artificial intelligence remains remarkably low. Many consumers find "humanity" closer to home, as 35% of consumers cited community involvement and local sponsorships as a top factor that would persuade them to switch banks.
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Watch our shows to shop smarter. The Better Buyer team breaks down our latest voice-of-the-customer survey research, shining a spotlight on outstanding companies consistently delivering excellent customer service. Our topics, guests, and research help people make better purchasing decisions.
Methodology
We conduct large-scale, nationwide surveys designed to capture the voice of the customer. Our studies are structured to meet statistical reliability standards—typically carrying a ±3% margin of error at a 95% confidence level. Our data is gathered through representative sampling.
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Companies named in this study may reference their recognition in editorial or news contexts. However, using the designation name, title, badge, or logo in advertising, marketing, or sales materials requires prior written authorization and an active licensing agreement. Please inquire below for details.
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