GREENWOOD VILLAGE, Colo. (AP) — Fidelity Investments says it plans to open a customer service center that could employ as many as 500 people in the Denver area.

The financial services firm said Monday it has leased 100,000 square feet in Greenwood Village for the facility. It expects the center will be up and running in the second quarter of 2013.

Fidelity also operates five "investor centers" in Colorado.

The company says Denver offers access to a highly educated workforce but also an attractive business climate, a positive quality of life, excellent schools, attractive commuting options, amenities such as shopping and dining, and proximity to hotels, health, wellness and recreational facilities.