Fifth Third Expands Free Wills Program to Three New States, Surpasses $10B in Protected Estate Value — Fifth Third Bancorp (Fifth Third Bank)

Event summary

Fifth Third Bancorp will expand its free wills program to Texas, Arizona, and California following the September 2026 integration of Comerica.
The program has already helped protect an estimated $10 billion in estate value since its launch in May 2025.
Over 39,000 customers have created wills and 3,000 have established trusts, saving customers an estimated $12.6 million.
The program boasts a nearly 65% completion rate from registration to finalized wills, significantly exceeding typical digital completion benchmarks.

The big picture

Fifth Third's expansion of its free wills program underscores a broader trend in the banking industry towards integrating non-traditional financial services into core offerings. By addressing a significant gap in financial planning—over half of Americans lack basic estate documents—the bank is positioning itself as a leader in holistic financial wellness. The strategic partnership with Trust & Will and the integration of Comerica highlight Fifth Third's commitment to leveraging technology and innovation to enhance customer value.

What we're watching

Customer Engagement: Whether Fifth Third can sustain the high completion rate of 65% as the program scales to new states and customer bases.
Market Differentiation: How the expansion of this industry-first program will affect Fifth Third's competitive positioning in the regional banking sector.
Integration Success: The pace at which Comerica customers adopt Fifth Third's digital offerings, particularly the free wills program, post-integration.