Fifth Third Bancorp wants to be first in the hearts and minds of its customers. The holding company operates some 1,300 Fifth Third Bank branches, including more than 100 Bank Mart locations open seven days a week inside supermarkets, in a dozen states in the Midwest and Southeast. Its largest markets are Ohio, Michigan, and Florida. Fifth Third operates through four segments: branch banking (deposit accounts and loans for consumers and small businesses), commercial banking (lending, leasing, and syndicated and trade finance for corporate clients), consumer lending (residential mortgages, home equity loans, and credit cards), and investment advisors (private banking, brokerage, and asset management).