{"success":true,"data":{"pressRelease":{"id":"132394","rtpr_id":"nBw8lQVYza","ticker":"FITB","exchange":"NYSE","all_tickers":["FITB"],"title":"Fifth Third Launches Truly Simple® Credit Card, Helping Customers Save on Interest and Simplify Their Finances","author":"Business Wire","published_at":"2026-09-01T12:00:00.634Z","article_body":"Fifth Third Launches Truly Simple® Credit Card, Helping Customers Save on\nInterest and Simplify Their Finances\n\n \n\nFifth Third (NYSE: FITB) today announced the launch of the Truly Simple®\nCredit Card, a new credit card designed to help customers simplify their\nfinances, save on interest and stay in control of their goals.\n\nThis press release features multimedia. View the full release here:\nhttps://www.businesswire.com/news/home/20260824467069/en/\n(https://www.businesswire.com/news/home/20260824467069/en/)\n\nFifth Third Truly Simple Credit Card\n\nThe Truly Simple® Credit Card features an extended introductory 0% APR period\nfor 18 months on purchases and balance transfers, with variable APR of 18.49%\nto 29.49% on purchases and balance transfers after the introductory period(1),\nproviding customers with a flexible way to pay for large purchases over time\nor consolidate higher-rate credit card debt(2) into one manageable payment.\nThe card has a $0 annual fee and is issued on the Mastercard® network,\nconsistent with all Fifth Third credit cards.\n\nThe Truly Simple® Credit Card empowers customers to manage their finances\nwith greater ease through:\n\n\n * Extended introductory 0% APR on purchases and balance transfers. Variable APR\nof 18.49% to 29.49% on purchases and balance transfers after the introductory\nperiod.\n\n * The ability to transfer balances and consolidate higher-interest debt directly\nthrough the Fifth Third mobile app.\n\n * Easy management of automatic payments.\n\n * More than $120 in annual value through Mastercard's Instacart(3) benefit\nprogram for eligible cardholders.\n\n * A $0 annual fee.\n\nThe card is designed to meet growing consumer demand for longer introductory\nfinancing periods while providing tools and benefits that help customers save\nmoney and reduce financial stress.\n\n\"People are looking for practical and reliable ways to manage debt, finance\nimportant purchases and keep their financial lives simple,\" said Ben Hoffman,\nchief strategy officer and head of Consumer Products at Fifth Third. \"The\nTruly Simple® Credit Card was created to meet those needs by providing\nvaluable introductory financing, digital tools that make it easier to manage\npayments and benefits that help customers get even more from their everyday\nspending.\"\n\nThe launch reflects Fifth Third's strategy to simplify its credit card\nportfolio around two primary customer needs: earning rewards and saving on\ninterest. As a result, customers can more easily choose the card that best\naligns with their goals:\n\n\n * 1.67% Cash/Back: Designed for customers who want to earn(4) rewards on\neveryday purchases.\n\n * Truly Simple® Credit Card: Designed for customers focused on reducing\ninterest costs, consolidating debt and simplifying payments.\n\nSupporting Financial Wellness\n\nThe Truly Simple® Credit Card is part of Fifth Third's broader commitment to\nhelping customers improve their financial well-being through products and\ntools that are easy to understand and use.\n\nBy combining introductory financing, digital self-service capabilities and\nvaluable cardholder benefits, the card empowers customers to take control of\ntheir financial future with greater confidence.\n\nTo learn more(5) about the Truly Simple Credit Card, visit\nhttps://www.53.com/content/fifth-third/en/personal-banking/bank/credit-cards/truly-simple.html\n(https://cts.businesswire.com/ct/CT?id=smartlink&url=https%3A%2F%2Fwww.53.com%2Fcontent%2Ffifth-third%2Fen%2Fpersonal-banking%2Fbank%2Fcredit-cards%2Ftruly-simple.html&esheet=54594059&newsitemid=20260824467069&lan=en-US&anchor=https%3A%2F%2Fwww.53.com%2Fcontent%2Ffifth-third%2Fen%2Fpersonal-banking%2Fbank%2Fcredit-cards%2Ftruly-simple.html&index=1&md5=7549e5eb85715f4f2ec7a150148daff6)\n.\n\nDisclosures\n\n1. Variable APR of 18.49% to 29.49% on Purchases and Balance Transfers after\nthe introductory period. Variable APRs are accurate as of 8/25/2026 and are\nsubject to change with the market based on the Prime Rate. Cash Advance\nvariable APR: 29.74%. Annual Fee: None. Balance Transfer Fee either $5 or 4%\nof the amount of each transfer, whichever is greater. Cash Advance Fee either\n$10 or 5% of the amount of each Cash Advance, whichever is greater.\nConvenience Check Fee either $5 or 4% of the amount of each check, whichever\nis greater. International Transaction Fee: None. Late Payment Fee of up to\n$41. Minimum interest charged is $1.50.\n\nClick here\n(https://cts.businesswire.com/ct/CT?id=smartlink&url=https%3A%2F%2Fwww.53.com%2Fcontent%2Fdam%2Ffifth-third%2Fdocs%2Flegal%2Fcards%2F2023%2Ftruly-simple-terms-and-conditions.pdf&esheet=54594059&newsitemid=20260824467069&lan=en-US&anchor=Click+here&index=2&md5=bb8a2eca61a9a33cc32d3bbfa4ab5fab)\nfor the Truly Simple® Credit Card Rates, Fees, and Other Cost information.\n\n2. Consolidating debt may result in a single monthly payment, however it may\nnot reduce your payment or allow you to pay your debt off sooner. Fifth Third\nrecommends you review your existing debt and this offer, prior to applying, to\ndetermine the best borrowing options for you.\n\n3. Offer begins on September 1, 2025 and expires on January 31, 2027. Eligible\nMastercard US Credit cardholders, and Mastercard US Debit cardholders who are\nnew Instacart+ subscribers can receive 3 months of free Instacart+. Eligible\nUS Mastercard® credit cardholders who are new or existing Instacart+\ncustomers and all Mastercard US debit cardholders who are new to Instacart+ as\nof September 1, 2025 can receive $10 off on their second qualifying order of\n$10 or more, each month while customer remains an Instacart+ member. Service\nfees, other fees, taxes and/or tips may apply to deliveries. Additional terms\napply. For full terms and conditions please visit\nwww.instacart.com/p/mastercard-offer\n(https://cts.businesswire.com/ct/CT?id=smartlink&url=http%3A%2F%2Fwww.instacart.com%2Fp%2Fmastercard-offer&esheet=54594059&newsitemid=20260824467069&lan=en-US&anchor=www.instacart.com%2Fp%2Fmastercard-offer&index=3&md5=fbcb12ab5e46f1519c8ab1a322e49467)\n.\n\n4. Earn 1.67 Rewards Points (1.67% cash back) for each $1 spent on qualified\npurchases. The value of each point is $0.01. If earned points result in a\nfractional amount, then such fractional amount will be rounded to the nearest\nwhole number. For example, if your Rewards Points total 3.216, you will be\nawarded 3 Rewards Points. See the Rewards Terms and Conditions for important\ninformation including details about: (1) Purchases: dollar value of goods and\nservices, minus credits and adjustments, excluding fees and other items. (2)\nCategories: Merchants’ card readers are assigned to categories which\ndetermine how a transaction is characterized for Rewards purposes. We do not\ncontrol which categories card readers are assigned to. (3) Redemption options.\n(4) Changes: the Program may change. (5) Expiration: Points do not expire.\nRewards are earned as points which can be redeemed for cash back as a credit\ncard statement credit or a deposit into your Fifth Third checking or savings\naccount.\n\n5. Credit Cards are subject to credit review and approval. Rates are\ndetermined by the creditworthiness of the applicant.\n\nAbout Fifth Third\n\nFifth Third is a bank that's as long on innovation as it is on history. Since\n1858, we've been helping individuals, families, businesses and communities\ngrow through smart financial services that improve lives. Our list of firsts\nis extensive, and it's one that continues to expand as we explore the\nintersection of tech-driven innovation, dedicated people and focused community\nimpact. Fifth Third is one of the few U.S.-based banks to have been named\namong Ethisphere's World's Most Ethical Companies® for several years. With a\ncommitment to taking care of our customers, employees, communities and\nshareholders, our goal is to be the one bank people most value and trust.\n\nFifth Third Bank, National Association is a federally chartered institution.\nFifth Third Bancorp is the indirect parent company of Fifth Third Bank, and\nits common stock is traded on the New York Stock Exchange under the symbol\n\"FITB.\" Investor information and press releases can be viewed at www.53.com.\n(https://cts.businesswire.com/ct/CT?id=smartlink&url=https%3A%2F%2Fwww.53.com.%2F&esheet=54594059&newsitemid=20260824467069&lan=en-US&anchor=www.53.com.&index=4&md5=03f7e211198a80e90e522f0e2168fcd5)\nDeposit and credit products provided by Fifth Third Bank, National\nAssociation. Member FDIC.\n\n\n\nView source version on businesswire.com:\nhttps://www.businesswire.com/news/home/20260824467069/en/\n(https://www.businesswire.com/news/home/20260824467069/en/)\n\nChristina Pennell (Media Relations)\n\nChristina.pennell@53.com (mailto:Christina.pennell@53.com)\n\nMatt Curoe (Investor Relations)\n\nmatthew.curoe@53.com (mailto:matthew.curoe@53.com) | 513-534-2345\n\n\nCopyright Business Wire 2026","article_body_html":"","raw_payload":{"data":{"id":"nBw8lQVYza","title":"Fifth Third Launches Truly Simple® Credit Card, Helping Customers Save on Interest and Simplify Their Finances","author":"Business Wire","ticker":"FITB","created":"2026-09-01T12:00:00.634Z","tickers":["FITB"],"exchange":"NYSE","article_body":"Fifth Third Launches Truly Simple® Credit Card, Helping Customers Save on\nInterest and Simplify Their Finances\n\n \n\nFifth Third (NYSE: FITB) today announced the launch of the Truly Simple®\nCredit Card, a new credit card designed to help customers simplify their\nfinances, save on interest and stay in control of their goals.\n\nThis press release features multimedia. View the full release here:\nhttps://www.businesswire.com/news/home/20260824467069/en/\n(https://www.businesswire.com/news/home/20260824467069/en/)\n\nFifth Third Truly Simple Credit Card\n\nThe Truly Simple® Credit Card features an extended introductory 0% APR period\nfor 18 months on purchases and balance transfers, with variable APR of 18.49%\nto 29.49% on purchases and balance transfers after the introductory period(1),\nproviding customers with a flexible way to pay for large purchases over time\nor consolidate higher-rate credit card debt(2) into one manageable payment.\nThe card has a $0 annual fee and is issued on the Mastercard® network,\nconsistent with all Fifth Third credit cards.\n\nThe Truly Simple® Credit Card empowers customers to manage their finances\nwith greater ease through:\n\n\n * Extended introductory 0% APR on purchases and balance transfers. Variable APR\nof 18.49% to 29.49% on purchases and balance transfers after the introductory\nperiod.\n\n * The ability to transfer balances and consolidate higher-interest debt directly\nthrough the Fifth Third mobile app.\n\n * Easy management of automatic payments.\n\n * More than $120 in annual value through Mastercard's Instacart(3) benefit\nprogram for eligible cardholders.\n\n * A $0 annual fee.\n\nThe card is designed to meet growing consumer demand for longer introductory\nfinancing periods while providing tools and benefits that help customers save\nmoney and reduce financial stress.\n\n\"People are looking for practical and reliable ways to manage debt, finance\nimportant purchases and keep their financial lives simple,\" said Ben Hoffman,\nchief strategy officer and head of Consumer Products at Fifth Third. \"The\nTruly Simple® Credit Card was created to meet those needs by providing\nvaluable introductory financing, digital tools that make it easier to manage\npayments and benefits that help customers get even more from their everyday\nspending.\"\n\nThe launch reflects Fifth Third's strategy to simplify its credit card\nportfolio around two primary customer needs: earning rewards and saving on\ninterest. As a result, customers can more easily choose the card that best\naligns with their goals:\n\n\n * 1.67% Cash/Back: Designed for customers who want to earn(4) rewards on\neveryday purchases.\n\n * Truly Simple® Credit Card: Designed for customers focused on reducing\ninterest costs, consolidating debt and simplifying payments.\n\nSupporting Financial Wellness\n\nThe Truly Simple® Credit Card is part of Fifth Third's broader commitment to\nhelping customers improve their financial well-being through products and\ntools that are easy to understand and use.\n\nBy combining introductory financing, digital self-service capabilities and\nvaluable cardholder benefits, the card empowers customers to take control of\ntheir financial future with greater confidence.\n\nTo learn more(5) about the Truly Simple Credit Card, visit\nhttps://www.53.com/content/fifth-third/en/personal-banking/bank/credit-cards/truly-simple.html\n(https://cts.businesswire.com/ct/CT?id=smartlink&url=https%3A%2F%2Fwww.53.com%2Fcontent%2Ffifth-third%2Fen%2Fpersonal-banking%2Fbank%2Fcredit-cards%2Ftruly-simple.html&esheet=54594059&newsitemid=20260824467069&lan=en-US&anchor=https%3A%2F%2Fwww.53.com%2Fcontent%2Ffifth-third%2Fen%2Fpersonal-banking%2Fbank%2Fcredit-cards%2Ftruly-simple.html&index=1&md5=7549e5eb85715f4f2ec7a150148daff6)\n.\n\nDisclosures\n\n1. Variable APR of 18.49% to 29.49% on Purchases and Balance Transfers after\nthe introductory period. Variable APRs are accurate as of 8/25/2026 and are\nsubject to change with the market based on the Prime Rate. Cash Advance\nvariable APR: 29.74%. Annual Fee: None. Balance Transfer Fee either $5 or 4%\nof the amount of each transfer, whichever is greater. Cash Advance Fee either\n$10 or 5% of the amount of each Cash Advance, whichever is greater.\nConvenience Check Fee either $5 or 4% of the amount of each check, whichever\nis greater. International Transaction Fee: None. Late Payment Fee of up to\n$41. Minimum interest charged is $1.50.\n\nClick here\n(https://cts.businesswire.com/ct/CT?id=smartlink&url=https%3A%2F%2Fwww.53.com%2Fcontent%2Fdam%2Ffifth-third%2Fdocs%2Flegal%2Fcards%2F2023%2Ftruly-simple-terms-and-conditions.pdf&esheet=54594059&newsitemid=20260824467069&lan=en-US&anchor=Click+here&index=2&md5=bb8a2eca61a9a33cc32d3bbfa4ab5fab)\nfor the Truly Simple® Credit Card Rates, Fees, and Other Cost information.\n\n2. Consolidating debt may result in a single monthly payment, however it may\nnot reduce your payment or allow you to pay your debt off sooner. Fifth Third\nrecommends you review your existing debt and this offer, prior to applying, to\ndetermine the best borrowing options for you.\n\n3. Offer begins on September 1, 2025 and expires on January 31, 2027. Eligible\nMastercard US Credit cardholders, and Mastercard US Debit cardholders who are\nnew Instacart+ subscribers can receive 3 months of free Instacart+. Eligible\nUS Mastercard® credit cardholders who are new or existing Instacart+\ncustomers and all Mastercard US debit cardholders who are new to Instacart+ as\nof September 1, 2025 can receive $10 off on their second qualifying order of\n$10 or more, each month while customer remains an Instacart+ member. Service\nfees, other fees, taxes and/or tips may apply to deliveries. Additional terms\napply. For full terms and conditions please visit\nwww.instacart.com/p/mastercard-offer\n(https://cts.businesswire.com/ct/CT?id=smartlink&url=http%3A%2F%2Fwww.instacart.com%2Fp%2Fmastercard-offer&esheet=54594059&newsitemid=20260824467069&lan=en-US&anchor=www.instacart.com%2Fp%2Fmastercard-offer&index=3&md5=fbcb12ab5e46f1519c8ab1a322e49467)\n.\n\n4. Earn 1.67 Rewards Points (1.67% cash back) for each $1 spent on qualified\npurchases. The value of each point is $0.01. If earned points result in a\nfractional amount, then such fractional amount will be rounded to the nearest\nwhole number. For example, if your Rewards Points total 3.216, you will be\nawarded 3 Rewards Points. See the Rewards Terms and Conditions for important\ninformation including details about: (1) Purchases: dollar value of goods and\nservices, minus credits and adjustments, excluding fees and other items. (2)\nCategories: Merchants’ card readers are assigned to categories which\ndetermine how a transaction is characterized for Rewards purposes. We do not\ncontrol which categories card readers are assigned to. (3) Redemption options.\n(4) Changes: the Program may change. (5) Expiration: Points do not expire.\nRewards are earned as points which can be redeemed for cash back as a credit\ncard statement credit or a deposit into your Fifth Third checking or savings\naccount.\n\n5. Credit Cards are subject to credit review and approval. Rates are\ndetermined by the creditworthiness of the applicant.\n\nAbout Fifth Third\n\nFifth Third is a bank that's as long on innovation as it is on history. Since\n1858, we've been helping individuals, families, businesses and communities\ngrow through smart financial services that improve lives. Our list of firsts\nis extensive, and it's one that continues to expand as we explore the\nintersection of tech-driven innovation, dedicated people and focused community\nimpact. Fifth Third is one of the few U.S.-based banks to have been named\namong Ethisphere's World's Most Ethical Companies® for several years. With a\ncommitment to taking care of our customers, employees, communities and\nshareholders, our goal is to be the one bank people most value and trust.\n\nFifth Third Bank, National Association is a federally chartered institution.\nFifth Third Bancorp is the indirect parent company of Fifth Third Bank, and\nits common stock is traded on the New York Stock Exchange under the symbol\n\"FITB.\" Investor information and press releases can be viewed at www.53.com.\n(https://cts.businesswire.com/ct/CT?id=smartlink&url=https%3A%2F%2Fwww.53.com.%2F&esheet=54594059&newsitemid=20260824467069&lan=en-US&anchor=www.53.com.&index=4&md5=03f7e211198a80e90e522f0e2168fcd5)\nDeposit and credit products provided by Fifth Third Bank, National\nAssociation. Member FDIC.\n\n\n\nView source version on businesswire.com:\nhttps://www.businesswire.com/news/home/20260824467069/en/\n(https://www.businesswire.com/news/home/20260824467069/en/)\n\nChristina Pennell (Media Relations)\n\nChristina.pennell@53.com (mailto:Christina.pennell@53.com)\n\nMatt Curoe (Investor Relations)\n\nmatthew.curoe@53.com (mailto:matthew.curoe@53.com) | 513-534-2345\n\n\nCopyright Business Wire 2026"},"type":"article","timestamp":"2026-09-01T12:00:00.765599975Z","server_sent_at_ms":1788264000765},"received_at":"2026-09-01T12:00:00.851Z","source_url":"https://www.businesswire.com/news/home/20260824467069/en/"},"analysis":{"id":"121288","press_release_id":"132394","analysis_json":{"industry":{"label":"Banks","sector":"Financials"},"redFlags":[],"eventType":"product_launch","narrative":"Fifth Third introduced the Truly Simple Credit Card, featuring an 18-month introductory 0% APR on purchases and balance transfers to help customers consolidate debt.\n\nThe card carries no annual fee and includes digital tools for managing payments, with a standard variable APR of 18.49% to 29.49% applying after the intro period.\n\nThis launch simplifies the bank's portfolio strategy, positioning the new offering as a complement to its existing 1.67% Cash/Back rewards card.","sentiment":"neutral","agentHooks":{"shouldPost":false,"suggestedAngle":"Fifth Third expands credit card lineup with 18-month 0% APR option."},"keyFigures":{"customDimensions":{"annual_fee_usd":0,"intro_apr_percent":0,"variable_apr_range":"18.49% to 29.49%","intro_apr_period_months":18,"cash_back_rate_comparable":"1.67%","instacart_annual_value_usd":120}},"quotedText":"People are looking for practical and reliable ways to manage debt, finance important purchases and keep their financial lives simple","namedEntities":{"people":[{"name":"Ben Hoffman","role":"Chief Strategy Officer and head of Consumer Products"}],"products":["Truly Simple Credit Card","1.67% Cash/Back"],"companies":[{"name":"Fifth Third","ticker":"FITB"},{"name":"Mastercard"},{"name":"Instacart"}],"dollarAmounts":[{"amount":"$0","context":"annual fee"},{"amount":"$120","context":"annual value through Mastercard's Instacart benefit program"}]},"materialImpact":{"score":1,"reasoning":"Routine launch of a new consumer credit card product. While the 18-month introductory 0% APR is competitive, this is a standard banking product announcement unlikely to materially shift near-term earnings or market share."},"tickerRelevance":{"others":[],"primary":"FITB"},"globalImportance":15,"audienceRelevance":20,"eventTypeSecondary":[],"importanceComponents":{"tickerTier":"regional_bank","eventGravity":"routine_product_launch"}},"event_type":"product_launch","event_type_secondary":null,"sentiment":"neutral","material_impact_score":1,"narrative":"Fifth Third introduced the Truly Simple Credit Card, featuring an 18-month introductory 0% APR on purchases and balance transfers to help customers consolidate debt.\n\nThe card carries no annual fee and includes digital tools for managing payments, with a standard variable APR of 18.49% to 29.49% applying after the intro period.\n\nThis launch simplifies the bank's portfolio strategy, positioning the new offering as a complement to its existing 1.67% Cash/Back rewards card.","key_figures":{"customDimensions":{"annual_fee_usd":0,"intro_apr_percent":0,"variable_apr_range":"18.49% to 29.49%","intro_apr_period_months":18,"cash_back_rate_comparable":"1.67%","instacart_annual_value_usd":120}},"named_entities":{"people":[{"name":"Ben Hoffman","role":"Chief Strategy Officer and head of Consumer Products"}],"products":["Truly Simple Credit Card","1.67% Cash/Back"],"companies":[{"name":"Fifth Third","ticker":"FITB"},{"name":"Mastercard"},{"name":"Instacart"}],"dollarAmounts":[{"amount":"$0","context":"annual fee"},{"amount":"$120","context":"annual value through Mastercard's Instacart benefit program"}]},"model_name":"glm-4.7","prompt_hash":"sha256:727b4b9429a443af","schema_hash":"sha256:05005c02d9cffac9","created_at":"2026-09-01T12:30:50.208Z","global_importance":15,"audience_relevance":20,"importance_components":{"tickerTier":"regional_bank","eventGravity":"routine_product_launch"}},"durationMs":97766,"modelName":"glm-4.7"}}