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1 Rates are Going Up: Prepare to Profit with Tips for Quick Success from Fifth Third and Solutions Jeremy McGee Ben Mendelsohn Fifth Third Bank Brian Buckingham Reserved. 1

2 Why adopt pricing science? New customer behaviors New competitor behaviors The journey. It is not hard. But it does take a while. 5 Results. Next steps. Reserved. 2

3 Implications of Rising Rates What we can learn from the past, and how to prepare for what s ahead Brian Buckingham Learning from the past Reserved. 3

4 Lessons from the last rising-rate environment Lesson 1: Pricing frequency picked-up slightly, but nearly a quarter of banks took a more cautious approach. 13 weeks (median) between rate changes 21 weeks (median) between rate changes 24 weeks (median) between rate changes 10 Lessons from the last rising-rate environment Lesson 2: Unlike with a rate decrease, banks took their time to make a change, especially with liquid products. MMDA: Only 10% of Banks had made any change within 5 Weeks of Target Fed Funds increase (vs. 40% for target fed funds decrease) CDs: 60% of Banks had made a change within 5 Weeks of Target Fed Funds decrease (vs. 90% for target fed funds decrease) Lessons from the last rising-rate environment Lesson 3: Even though slowly, Banks passed on almost the full increase of 25 bps when they did. MMDA: 23 bps median increase CDs: 21 bps median increase 12 Reserved. 4

5 Lessons from the last rising-rate environment Lesson 4: The actual rate change timing was uncorrelated with market sensitivities Uncorreleted Pricing Sensitivity & Lags Price Sensitivity Lag Orlando, FL Portland, OR New York Fargo, ND 0 13 How to prepare #1: Enhance your agility Continuous data integration Incorporate frequent market shifts withina structured analytic framework to understand portfolio impacts and develop pricing responses Test and learn Capture deeperunderstanding of the inherent sensitivity in your portfolio even during flat periods Active Recalibration Updateunderlying models frequently to incorporate shifts in observed customer behavior Reserved. 5

6 #2: Look deeper #3: Don t forget about execution Pricing structure and information Product pricing cells vs. rate code-level pricing Data availability and hygiene for modeling Household > Customer > Account > Transactions Account status, product migrations, promotional history Can IT update data weekly? How much history is available? Pricing / Product Management team readiness Field readiness for more granular, differentiated pricing #4: Process is key Performance Monitoring Test vs. control strategies Data Management QA, cleanse, aggregate Model Management Build & recalibrate Price Execution Core or RP Integration Pricing & Portfolio Management Platform Reporting & Analytics Customer, market, portfolio, flow-of-funds P&L Execs Product Mgt Finance Risk Treasury Balance Sheet Mgt Review & Approval Pricing / ALCO True Optimization Large-scale, constrained Scenarios & Forecasting What-if analysis collaborate Expert Analytic Services Customer Analytics Team Reserved. 6

7 Strategic overview Product-centric Coarse, Market-level Opaque Infrequent & Rigid B.O.G.S.A.T Customer & Relationship-centric Fine-grained, Behavioral Fair & Transparent Frequent & Adaptive Analytically-driven When will rates go up and how much time do I have? Q&A Rates are Going Up: Prepare to Profit with Tips for Quick Success from Fifth Third and Solutions Jeremy McGee Ben Mendelsohn Fifth Third Bank Brian Buckingham Reserved. 7

8 About Solutions Reserved. 8