Financial services marketing

Financial Services Marketing Trends: Stay Ahead of the Curve

Dan O’Neil
Head of Industry, Financial Services
Dec 14, 2023

In today's complex digital landscape, marketing trends are constantly evolving. This is especially true for financial services, where data is plentiful, but figuring out how to use it for decision-making is often the most vexing challenge.  To stay ahead of the curve, financial institutions (“FIs”) must build a solid data foundation and continuously adapt their marketing strategies to use their data as a competitive advantage.

In this blog post, we will explore some of the top ways FIs can leverage their data to make marketing more effective at reaching the needs of their target audience.

Overview of Current Financial Service Landscape

The landscape of financial services has dramatically transformed in recent years. Traditionally, financial services focused on providing a one-size-fits-all approach, which is no longer sufficient in this era of digitalization and customer-centric experiences. Nowadays, consumers demand personalized financial services that cater to their unique needs and circumstances. They are looking for ease of access, simplicity, and customization when interacting with their financial service providers.

In a highly competitive environment, marketing trends in the financial services industry are bound to evolve. As the industry continues to change, staying updated with these trends will be crucial for financial service providers aiming to stay ahead of the competition.

Top Financial Services Marketing Trends

Predictive Analytics

Predictive analytics is considered a sub-set of the discipline known as Machine Learning.

Artificial Intelligence, Machine Learning, and Deep Learning relationship

Predictive analytics has long been used in financial service marketing, dating back to the days of response models to target credit card direct mail campaigns in the 1990s. As Financial Services providers have shifted their marketing to place a much heavier emphasis on digital channels, many have recognized the immense value of leveraging rich customer data to inform their marketing strategies. By using advanced analytics that integrate digital data, they can now accurately predict future behaviors and trends, giving them a competitive edge in the market.

Using predictive analytics, financial service providers can go beyond traditional demographic segmentation. They can now identify customer segments based on various factors such as spending habits, product research on the website, investment interests, and even social media activity. This granular level of understanding allows them to put these new data sources into their predictive models to personalize the experiences and offers based on the needs, attitudes, and preferences of each customer.

Predictive analytics enables financial firms to effectively identify cross-sell opportunities, engage with customers in the right channels, and assess market risks and opportunities. This data-driven approach enhances decision-making and improves overall performance. By analyzing patterns and trends mathematically, they can proactively mitigate risks and capitalize on emerging opportunities. This strategic advantage allows FIs to stay ahead of the competition and adapt quickly to the ever-changing market dynamics.

Predictive analytics, when used in concert with Generative AI, enables financial service providers to refine their marketing campaigns and truly differentiate themselves through applied Machine Learning. By accurately predicting customer behavior and preferences, they can generate tailored messages and offers at scale that resonate with each individual. This level of personalization not only increases the effectiveness of their marketing efforts but also enhances customer satisfaction and loyalty.

In summary, predictive analytics, as part of an overall applied machine learning program, has become an indispensable tool for driving competitive advantage in the current dynamic market landscape. Financial service providers that embrace these new and emerging technologies together can unlock valuable insights, offer personalized services, and ultimately achieve growth in the ever-evolving financial industry.

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Personalized Marketing for Financial Services

Personalization has become a widely discussed and highly emphasized concept in the marketing world, and this holds true for financial service providers as well. As mentioned earlier, in today's customer-centric landscape, individuals expect nothing less than tailored experiences from their financial service providers. To exceed these expectations, firms must fully embrace the power of personalized financial services marketing. This entails leveraging customer data to create highly targeted campaigns and offers, synchronized across every channel and touchpoint, that resonate with each individual's unique needs and preferences.

Martech personalization

Achieving personalization is possible through specific channels, such as digital and email, as a proof of concept. However, to use personalization as a competitive advantage and drive significant financial impact, it must be a true omni-channel experience that’s orchestrated through personalization tools that have become part of the marketing technology (“martech”) stack. It extends from digital channels to direct mail, customer support centers, in-person interactions, ATM screens, and any other point of contact. Providing consistency of message across all those channels will immediately separate an FI from its competitors, who are delivering generic messages to mass audiences or based on a seasonal campaign.

By adopting this approach, businesses can deliver personalized, relevant, and timely messages. This allows them to establish a deeper connection with their customers. This level of personalization demonstrates a genuine understanding of their specific requirements, fostering trust and loyalty. Moreover, it showcases a commitment to providing customized solutions that address their distinct financial goals and aspirations.

In essence, personalization is not merely a buzzword; it is a strategic imperative for financial service providers seeking to thrive in today's competitive landscape. By harnessing the power of customer data and deploying personalized marketing initiatives, businesses can enhance customer engagement, drive higher conversion rates, and ultimately build long-lasting relationships based on trust and mutual understanding.

Marketing Automation for Financial Services

As customer data continues to play an increasingly critical role in informing marketing strategies, the need for automation tools has become essential to effectively managing and analyzing this data. With marketing automation tools, financial service providers are able to streamline their marketing activities, encompassing everything from lead generation and nurturing to campaign execution and performance tracking. However,  there’s a problem. According to a Gartner Study released earlier this year, global CMOs across industries reported that they’re using less than 34% of the capabilities of the marketing automation platforms they’ve already licensed. A similar survey only two years earlier showed that CMOs reported using just over 50% of their marketing automation capabilities.

Marketing automation platform usage

By automating repetitive tasks, businesses can save valuable time and resources while ensuring the delivery of targeted and consistent messaging across multiple channels. This not only allows for improved efficiency but also enables financial service providers to focus on more strategic initiatives. But, to deliver these capabilities, CMOs need to ensure that their data is clean and usable, that it’s prepared for and connected to the necessary systems,  that the software has been implemented properly, and that their teams have been trained to use the platforms to deliver against the use cases that justified the investment in the first place.

The true power of marketing automation lies in its ability to personalize the customer journey. By tailoring content according to individual customer behavior and interests, businesses can create more relevant and engaging experiences. This level of personalization is becoming increasingly important as customer expectations continue to rise. Customers now expect seamless and efficient interactions with financial service providers, and marketing automation plays a pivotal role in delivering on these expectations.

In summary, marketing automation has become a crucial tool in the financial services industry. By leveraging automation tools, businesses can enhance their marketing efforts, save time and resources, and provide personalized experiences that meet and exceed customer expectations.


The financial service industry is entering a new era of marketing, driven by technology and data. To stay ahead of the curve, businesses must embrace integrated AI and Machine Learning and enable personalized marketing strategies that cater to the individual needs of customers. Leveraging predictive analytics and marketing automation can help financial service providers gain a competitive edge by delivering targeted and consistent messaging, increasing customer satisfaction and loyalty. As technology continues to advance, keeping up with emerging marketing trends will be crucial for success in the ever-evolving financial service landscape. 

Stay informed, stay flexible, and continuously adapt your strategies to meet the changing needs of your customers.  Let these trends guide your next marketing strategy and see how they can help you reach your business goals.  Remember, staying ahead of the curve is not an option anymore; it's a must for achieving sustainable growth  in  the financial services industry. 

Ready to elevate your financial services marketing? Contact Further today for tailored solutions that drive results. Let's chart the course to success together.

Dan O’Neil
Head of Industry, Financial Services

Dan O’Neil is the Financial Services Industry Lead at Further. Dan has 25 years of international experience guiding Fortune 250 banks, insurers, and wealth managers through digital transformation in the areas of marketing, sales, and service. Dan specializes in helping clients drive growth through the practical application of AI and machine learning.


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