Well, you certainly can't accuse Financial Institutions of wasting valuable company funds to create a snazzy name. The holding company owns Five Star Bank, which serves western and central New York through some 50 branches. Serving area businesses and consumers, it offers standard deposit products, such as checking and savings accounts, CDs, and IRAs. Subsidiary Five Star Investment Services offers brokerage and financial planning services. An area of growth for Five Star Bank, indirect consumer loans originated through agreements with local franchised car dealers account for the largest percentage of the company's loan portfolio, followed by commercial mortgages.