5 New Trends In Financial Services Marketing [in 2024]

5 New Trends In Financial Services Marketing [in 2024]

The digital world we live in is fast-paced and energetic and financial services marketing has become more crucial than ever. These services serve as the backbone of economic growth, but also support personal wealth management and fuel business and global trade.

This realm is evolving rapidly. Technological advancements, shifting consumer expectations, and regulatory changes are constantly fueling new ideas and new directions. Catching on to these new dynamics will be the defining moment for businesses in this competitive sector.

This article aims to explore five new trends in financial services marketing that are moving fast into 2024. We’ll examine their implications and how they are reshaping the way financial institutions are connecting with their clients.

Trend 1: Personalization and AI-Powered Services

Artificial Intelligence (AI) is revolutionizing our world, including financial services marketing. More specifically the ability to enable highly personalized and efficient customer experiences. Financial institutions, like many other businesses, are leveraging AI software to better understand and meet the unique needs of each customer.

AI-powered services are all about making it easier to cater marketing strategies to the customer. By using AI to analyze consumer data, businesses can tailor products and services to the individual preferences and behaviors of their target customers. This includes investment recommendations, which can now be tailored to each customer’s financial situation and goals.

For financial institutions, this means increased efficiency, better customer engagement, and potentially higher revenues. AI-driven solutions can automate those routine tasks, reducing operational costs and allowing your human staff to focus on the more complex work instead of the mundane.

Trend 2: Sustainable Finance and ESG Investments

There’s an increased interest in sustainable finance reflecting a shift in investor priorities, underscoring the importance of Environmental, Social, and Governance (ESG) criteria. This is proving to not be some fleeting movement, but a sustained change in how both individuals and institutions approach investments.

This growing emphasis on ESG factors has profound implications for marketing strategies in the financial sector. Financial Institutions are learning marketing management to cater their strategies in order to highlight their commitment to sustainability and ESG principles. It’s a complex process of promoting eco-friendly products but also demonstrating their genuine commitment to sustainable practices in their daily operations.

It’s shifted to the emphasis not only being about financial returns but also about creating a positive impact on society and the environment.

Trend 3: Digital-First Customer Engagement

Customer’s are largely preferring digital interactions, rather than phones. This evolution is driven by new technologies like social media, chatbots, and mobile apps for financial services. In fact, 77% of businesses recognize the increase in customer expectations for digital engagement.

Financial institutions are leveraging technology, just like other businesses, to enhance their customers’ experiences by focusing on personalized and efficient digital interactions. The use of AI in this sector, and machine learning, for security and fraud reduction, but also to offer personalized customer care.

The approach to digital customer interaction needs to take an omnichannel approach. While the trend towards digital care is strong, businesses need to balance digital customer care with human-assisted support. Human expertise still remains vital, especially for those complex transactions and financial advice. Finding the balance is critical for building trust with your customers and maintaining strong relationships.

Trend 4: Regulatory Changes and Compliance Marketing

The growing technology also means more regulatory adaptations. Financial institutions are now using their compliance measures as a unique marketing strategy. It’s one of the ways businesses are setting themselves apart in a crowded marketplace.

Adherence to regulations has emerged as a key differentiator, where businesses can emphasize their commitment to ethical practices and protecting their consumers. It’s the perfect way to build that trust and transparency with clients that have taken marketing by storm.

Transparency in marketing has become a defining trend in marketing. Consumers today are more informed and cautious, especially when it comes to financial business. Institutions that openly discuss their compliance efforts and how they protect their clients interests are more likely to reach the trust of potential customers.

Trend 5: High-Yield Savings Accounts & Provider Assessment

High-yield savings accounts are a trend that can’t be ignored. Customers are seeking to maximize their savings returns. These accounts offer higher interest rates compared to traditional savings accounts.

For instance, GreenState savings account review shows an offer for a competitive APY and minimum deposits. This provides an appealing accessibility and profitability for a wide range of customers.

Factors that customers are looking at now are APY, minimum balance requirements, fees, and the quality of customer service to determine which financial institution is suitable for their needs.


2024 is looking to continue on the trends of 2023. Each of the above trends present both challenges and opportunities for financial institutions to shine bright in a competitive field. It will be crucial for financial services marketing to adapt and innovate in response to the changing priorities of their customers. Staying informed and embracing the evolving market will be the key to success in 2024.