Fifth Third

Jelena McWilliams knows the value of the FDIC’s role in a way most other Americans do not. Now she's in charge as it grapples with difficult questions and sets out to reshape the industry.

"You can get a lot done if you don't care who gets the credit," Stevens is fond of saying. Judging by the pace of innovation at the $169 billion-asset Fifth Third, that team-first message is clearly resonating.

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The Cincinnati bank applied in May to convert its Ohio state charter amid an expansion into Texas and Colorado and the completion of its merger with MB Financial.

The new products, along a 2% cash-back credit card, are aimed at helping customers build savings and reduce debt.

Joel Kashuba, Fifth Third's head of innovation and design, explains to Digital Banking 2019 how understanding four major aspects of human experience — cognitive, perceptual, physical and emotional — is integral to each aspect of customer engagement.

The banking industry has some work to do to improve its overall reputation, but the good news is that most customers have positive feelings about their own banks. Here are 10 banks that made big strides.

Banks are increasingly turning to outsiders like Nikki Katz, a former Disney executive now at Bank of America, and Joel Kashuba, formerly of Procter & Gamble and now at Fifth Third, to help build their digital experiences.

Kashuba, who heads design and innovation at Fifth Third Bank, says looks matter even to the common credit card.

The Cincinnati bank wants to convert from a state charter as it expands in the Southeast and beefs up digital banking operations.