Fifth Third enters Alabama with ambitious growth plan and Huntsville as the launch pad

HUNTSVILLE — Citing the area’s innovation, Fifth Third Bank has launched its first financial center in Alabama in the Rocket City.

The Cincinnati-based bank called it a “bold new chapter in the bank’s 167-year history” as it expands its retail footprint to 12 states.

“Huntsville is the perfect launch pad for our entry into Alabama, given the community’s emphasis on innovation,” said Shawn Niehaus, head of consumer banking at Fifth Third. “Our financial centers offer cutting-edge financial solutions with a differentiated customer experience to create deep, long-lasting relationships.”

According to a news release, the Alabama debut is part of Fifth Third’s expansion strategy, which accelerated dramatically in late 2024 when the Bank announced plans to open 200 new retail locations by 2028, primarily in fast-growing Southeast markets. Since then, Fifth Third has secured approximately 80% of its upcoming locations.

This expansion will shift Fifth Third’s branch location mix, and the bank anticipates approximately 50% of its branches will be in the Southeast by the end of 2028.

Today’s opening is the first of 15 financial centers planned across Alabama over the next three years – 10 in Huntsville and five in Birmingham – to build a strong market presence and the foundation for top-tier deposit share in both cities.

“At our core, we’re a relationship bank, and our connections to our customers and our communities are critical to our success,” Niehaus said. We’re excited to welcome new customers and embed ourselves in the fabric of the local community. By striking a deliberate balance between forward-thinking innovation and deep community investment, we aim to build a stable foundation where progress benefits everyone.”

Beginning with a grand opening celebration at its MidCity financial center next month, Fifth Third said it is laying the foundation for a network of financial opportunity in the state through perfectly placed branches and community engagement.

“Our Southeast expansion over the past decade demonstrates a thoughtful, disciplined growth strategy that prioritizes exceptional customer service and ongoing community investment,” said Jamie Leonard, chief operating officer of Fifth Third. “Our approach ensures we build with purpose – establishing density in the right places to meet customers where they are while making a positive impact on the local community.

“As Alabama continues to grow, we’re committed to being a trusted financial partner for those who now call it home.”