7 Financial Services Marketing Trends in 2025

In financial services, marketing moves faster than in consumer goods: Consumer trust is harder to earn, regulators are scrutinizing every move, and expectations for personalized digital experiences keep climbing.

With the pressure on, this isn’t the time to recycle last year’s playbook. If your marketing doesn’t balance compliance with innovation (or if you’re slow to adapt to how people actually search, research, and decide), you’ll lose to the competitors who do.

The trends ahead aren’t predictions on a slide deck. They’re the forces deciding whether financial institutions win trust or watch customers walk away.

In 2025, seven marketing shifts will separate market leaders from those left behind. From AI-powered personalization to playbooks built for economic volatility, these aren’t nice-to-haves. They’re the strategies that let you meet rising expectations, outpace competitors, and drive measurable growth.

What’s different about financial services marketing?

Before we get into the trends, let’s address why marketing for financial services needs a different approach.

While the core “marketing” playbook — content marketing, SEO, social media — still applies, execution has to look different in financial services. 

Financial products fall into the “your money or your life” bucket and require deeper trust, longer consideration periods, and strict regulatory compliance.

That’s why spotting shifts early is so powerful. Institutions that recognize new customer behaviors before the competition capture market share faster and lower acquisition costs. They also set themselves up for stronger lifetime value, because early trust often translates into decades-long client relationships.

So, where do financial services marketing trends emerge? Four forces consistently reshape how companies must engage their audiences:

• Regulatory changes that redefine what you can and cannot communicate.
• Economic conditions that shift consumers’ financial priorities overnight.
• Technology advances that open new channels and customer experiences.
• Generational shifts in how people view banking and investing.

Together, these forces explain why financial marketing looks nothing like retail or entertainment. Success is less about quick conversions and more focused on building durable trust under conditions of constant change.

Customers are handing over their financial security, not just making a one-time payment. The financial institutions that stay on top of the forces we outline above will be the ones to maintain an edge over competitors and cultivate decades of loyalty from customers. 

Now, on to the trends.

(For a deeper dive into the unique challenges and strategies specific to this sector, see Ten Speed’s expertise in fintech and finance.)

1. Leveraging AI and data for personalized campaigns

Personalization matters more in finance because financial decisions are deeply personal. 

A mortgage will affect someone's living situation for decades, while investment advice can make or break their retirement security. AI helps financial marketers understand individual circumstances and provide relevant solutions.

In financial services, data has always been abundant. However, 2025 marks the moment it becomes central to marketing strategy. Institutions are no longer limited to surface-level segmentation; they’re pulling insights from transaction history, browsing behavior, mobile app interactions, and more to build micro-audiences. 

With AI doing the heavy lifting, campaigns now adjust in real time to reflect customer behaviors and preferences.

A customer who receives an offer that aligns perfectly with their situation is more likely to view the institution as trustworthy and competent. This makes data-driven campaigns a direct driver of lower acquisition costs and higher lifetime value.

2. Automating customer journeys to maximize ROI

Customer journeys in finance have gotten more fragmented. A prospect may research mortgage rates online, visit a branch, download a mobile app, then pause for weeks before circling back to make a decision. 

Institutions are using automation to turn fragmented customer journeys into consistent, scalable experiences. Financial marketers who adopt automation as a strategic backbone (and not just a tactical tool) will improve personalization and trust without massive cost increases. 

Instead of relying on manual follow-ups or static drip campaigns, automated systems now:

• Trigger personalized onboarding flows as soon as a customer signs up.
• Deliver product recommendations in response to real-time account activity.
• Send retention touchpoints long after the initial transaction.

3. Content marketing with a focus on education

Consumers are overwhelmed with financial decisions and seek clear, trustworthy guidance. The current trend is to shift from promotional content to educational content that builds authority and trust.

Financial institutions are investing heavily in explainer videos, in-depth blog content, and interactive tools that simplify complex products. This is more of a customer acquisition strategy than it is a branding exercise. When prospects find helpful, jargon-free content that addresses their exact concerns, they’re more likely to view the institution as a trusted partner and take the next step.

The winners in this trend will be those who strike the balance, with content that is both compliant and compelling. Overly cautious messaging will fade into the background, while clear, educational content will stand out as a differentiator in a crowded market.

4. Video marketing for complex concepts

Financial topics are notoriously intimidating, and video has become the go-to format for breaking them down and making complex concepts more accessible.

Explainers, animated walkthroughs, and customer testimonial videos are trending because they humanize institutions and simplify products in a way static content can’t.

Short-form video on social platforms captures attention quickly, while long-form educational videos on websites and YouTube build authority. Both formats are driving measurable results in customer acquisition and engagement.

Institutions using video to explain mortgages, investment strategies, or insurance policies are lowering barriers for hesitant customers and positioning themselves as approachable, transparent, and trustworthy.

5. Social media as a trust-building channel

Social media isn’t just for brand awareness anymore. Marketers across every industry are recognizing its value as a trust and relationship-building channel, and financial service providers are no exception.

Modern customers expect real-time communication and proof that their institution is responsive and human — and they turn to social media for that proof.

Financial brands are experimenting with interactive Q&A sessions, quick-response customer service, and thought leadership posts that show transparency and credibility. As younger generations increasingly turn to platforms like TikTok, Instagram, and LinkedIn for financial advice, being present (and trustworthy) is non-negotiable.

6. Hyper-local marketing strategies

Even as digital channels dominate, hyper-local marketing is gaining traction in financial services. In 2025, financial service marketers are tailoring campaigns to neighborhoods and communities, not just broad geographic regions.

Local SEO, community partnerships, and region-specific campaigns are trending because they address the reality that financial needs often differ by location: A rural community may prioritize agricultural loans, while an urban audience may care more about first-time homebuyer programs.

Financial institutions that act on this trend demonstrate a deeper understanding of their communities — an advantage that national competitors often can’t replicate.

7. Preparing for economic volatility

Interest rate changes, inflation concerns, and market uncertainty directly impact consumer behavior. Marketers who anticipate volatility and pivot quickly will maintain customer confidence and protect acquisition pipelines, while competitors scramble to react.

The move is a proactive adaptation. Institutions are building flexible messaging strategies that can shift with the economic climate. They’re using scenario planning, dynamic ad targeting, and product positioning that speak directly to evolving customer concerns.

Moving forward with the right partner

The trends shaping financial services marketing in 2025 are already influencing how customers search, evaluate, and choose who to trust with their money. Marketers who adapt quickly will earn trust, lower acquisition costs, and lock in long-term relationships. Those who hesitate will watch competitors take the lead.

Financial services teams don’t need another generic playbook — they need a partner who understands the realities of compliance, the nuances of customer trust, and the strategies that drive measurable growth in this industry.

Ten Speed has helped fintech and financial institutions cut through the noise and build marketing programs that balance regulation with results. We bring proven expertise in content strategy, SEO, and performance marketing tailored for financial services.

👉If you’re ready to turn these trends into your competitive advantage, let’s talk.

Frequently asked questions about financial services marketing trends

What metrics should financial services marketers track to measure success?

Financial services marketers track customer acquisition cost (CAC), lifetime value (LTV), product adoption rates, cross-sell success, and net promoter scores to ensure their marketing efforts generate sustainable business growth beyond just website traffic or social engagement.

How can smaller financial companies compete with established institutions?

Smaller financial companies can leverage their agility, specialized expertise in niche markets, personal customer relationships, and modern technology platforms without legacy system constraints to deliver more personalized services than larger competitors.

What role does content marketing play in financial services growth?

Content marketing educates potential customers about complex financial topics through blog articles, videos, and social media. It builds trust by demonstrating expertise without direct product promotion while generating leads at lower costs than traditional advertising.

How quickly can financial institutions implement new marketing technologies?

Most financial institutions can pilot new marketing technologies within 3–6 months, though full implementation typically requires 6–12 months to complete compliance reviews, system integrations, and staff training while ensuring regulatory requirements are met.