The world of financial services advertising has undergone a dramatic facelift in the past couple of years. Gone are the days of dry ads featuring earnest bankers in sensible suits. In their place, we have dynamic campaigns, dazzling technology, and, dare we say, a touch of wit. Taking the best of these, here are ten digital advertising initiatives that should be highly considered for every finance brand’s 2025 marketing plans. These will help you deliver messages that not only cut through the clutter but also make your brand more relevant.
- Personalisation Done Properly
Imagine an ad that feels like it was made just for you. Not creepy—just clever. Finance brands are finally getting the hang of using data to craft messages that resonate without overstepping boundaries. Think: “Here’s how to save for that big trip” instead of “We noticed you spent £12.50 on takeaway last night.”
Example: Revolut’s whole ethos is built around personalisation that lives far beyond their advertising. For a start, their App calculates spending limits based on the spending predictions. Insights help track the financial progress on a weekly basis. It is all about rewarding customers relevantly. Customers can earn up to 30% cashback when they eat out and the app provides personalised offers and discounts for customers to spend on the brands they love. - Privacy Is the New Black
As privacy laws become more stringent, advertisers are finding innovative ways to collect and utilize data. First-party data—information gathered directly from your audience—is gaining significant traction. Think of it as baking your own bread instead of buying it: it takes a bit more effort but delivers far greater value for everyone involved. - Ads You Can Play With
Gone are the days of passive scrolling. Interactive ads are becoming more mainstream — quizzes to find your ideal credit card, calculators to predict your pension pot, and even little games that make learning about loans surprisingly fun. Who knew a mortgage could come with a side of entertainment? - Video: The Storyteller’s Medium
Financial products aren’t exactly thrilling… unless they’re wrapped in a 15-second TikTok about chasing your dreams, or a slick Instagram Reel that shows you how to finally start that rainy-day fund. Videos are breathing life into finance and making it more relatable. - Programmatic Ads: The Matchmakers
Programmatic advertising is like speed dating for brands, publishers and consumers. It ensures the right ad gets in front of the right person at just the right time. If you’ve ever been served an ad for a savings account just as you were grumbling about your overdraft, you’ve seen it in action. - Knowledge Is Power
Financial brands are leaning into education, offering bite-sized tips through ads. Need help understanding interest rates or budgeting? They’ve got you covered, with snappy campaigns that make you feel smarter in under 30 seconds. It’s like school, but without the homework.
Example: During the pandemic, children were dialling into school lessons on Zoom. NatWest bank recognised this and engaged children by creating ‘Island Saver’, a game that aids financial education by teaching kids to save points that they earned and use their savings to accumulate islands. The campaign was in-line with their ‘Moneysense In Schools’ programme. The campaign received over two million downloads and resulted in ‘kids bank account’ queries featuring in 5 of the top 10 searches on Natwest’s product pages that year. - Social Media: The New Trading Floor
Financial services have taken to social media with gusto, swapping out stuffy brochures for Instagram carousels and Twitter threads. They’re even dabbling in TikTok, showing up in your feed with #FinanceTips. Turns out, your bank might just be cooler than you thought. - Talk to Your Devices
Voice search is taking off, and financial advertisers are tuning in. Now, when you ask your smart speaker, “What’s the best savings account?” you’ll get an answer that’s not only helpful but might just direct you to a well-crafted ad. A win-win for everyone involved. - Chatbots With Personality
Chatbots have come a long way from their stilted beginnings. Today, they’re charming, quick-witted, and ready to help you decide between an and a savings account, or a credit card or a buy now pay later service. They’ll answer your questions without rolling their eyes—an improvement on most human interactions. - ESG is elementary
As sustainability and ESG concerns continue to rise in importance, the financial sector is not immune. Growing consumer demand for responsible practices are driving business strategy and many are choosing to communicate around their initiatives.
Success Story: AccuraCast partnered with WTW, a leading provider of advisory and broking solutions, to raise awareness of the ESG solutions and services across a wide range of countries in Asia-Pacific, Europe and North America.
Read the full case study here.
A brighter future for financial services marketing
Most seasoned marketers have likely considered some, if not all, of the above initiatives. And many will have already tried, or are incorporating them into their marketing playbooks. Heading into 2025, we are likely to see further disruption to the ways we’re used to working. This is why it’s crucial to keep up with the times and ensure that the last couple of years’ “trends” that have stuck around are now included in your marketing plans.
Advertising financial services no longer has to be all about balance sheets and pie charts. With these tactics, you can become more progressive, creative, approachable, and — dare we say — fun!
About the Author
Stefano is a digital marketing consultant at AccuraCast, in charge of developing and executing effective digital marketing strategies to help clients achieve their business goals. His specialities include analysing data, digital strategy planning and teamwork.
