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U.S. Bank Bolsters Consumer Identity Theft Protection Offering with Addition of PrivacyGuard

MINNEAPOLIS, May 6, 2004 (BUSINESS WIRE) -- U.S. Bank is going the extra mile to help consumers protect themselves from identity theft by offering PrivacyGuard, available through U.S. Bancorp Insurance Services, LLC.

The offering complements the support of the U.S. Bank Fraud Liaison Center, introduced last fall, which has received rave reviews by consumers who have been the victims of fraud or identity theft and used the center to minimize the impact of the crime on their bank accounts.

PrivacyGuard offers consumers daily credit report monitoring and issues an alert to the customer should it detect any credit report activity. It comes with $10,000 in theft insurance to cover out-of-pocket expenses. Fraud resolution specialists with PrivacyGuard are also available to assist the customer with everything they need up to and after the filing of a police report.

U.S. Bank is making PrivacyGuard available to all of its consumer customers for a low monthly fee. To learn more about PrivacyGuard and other fraud prevention tools visit usbank.com or privacyguard.com. PrivacyGuard is a product of Trilegiant and is sold through U.S. Bancorp Insurance. Trilegiant, along with Progeny Marketing Innovations, is part of Cendant Marketing Group.

U.S. Bancorp (NYSE:USB), with assets of $192 billion, is the 7th largest financial services holding company in the United States. The company operates 2,275 banking offices and 4,472 ATMs in 24 states and provides a comprehensive line of banking, brokerage, insurance, investment, mortgage, trust and payment services products to consumers, businesses and institutions. U.S. Bancorp is home of the Five Star Service Guarantee which assures customers of certain key banking benefits and services or customers will be paid for their inconvenience. U.S. Bancorp is the parent company of U.S. Bank. Visit U.S. Bancorp on the web at usbank.com.

Insurance products, including annuities, are available through U.S. Bancorp Insurance Services, LLC, U.S. Bancorp Investments, Inc., in Montana U.S. Bancorp Insurance Services of Montana, Inc., and in Wyoming U.S. Bancorp Insurance & Investments, Inc. All are licensed insurance agencies and subsidiaries of U.S. Bancorp and affiliates of U.S. Bank. Policies are underwritten by unaffiliated insurance companies and may not be available in all states.

Not a Deposit       Not FDIC Insured       Not Guaranteed by the Bank
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          Not Insured by Any Federal Government Agency
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SOURCE: U.S. Bancorp

CONTACT:          U.S. Bancorp
                  Media Relations
                  Teri Charest, 612-303-0732
                  teri.charest@usbank.com
                  OR
                  Corporate Communications
                  Todd Smith, 615-764-2598
                  todd.smith@progenymarketing.com

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Copyright (C) 2004 Business Wire.  All rights reserved.

SOURCE: U.S. Bancorp

"Safe Harbor" Statement under the Private Securities Litigation Reform Act of 1995: Statements in this press release regarding U.S. Bancorp's business which are not historical facts are "forward-looking statements" that involve risks and uncertainties. For a discussion of such risks and uncertainties, which could cause actual results to differ from those contained in the forward-looking statements, see "Risk Factors" in the Company's Annual Report or Form 10-K for the most recently ended fiscal year.



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