1、A look at how financial services brands are prioritizing consumer-centric value,seamless experiences,and the shifting of key consumer milestones in the year ahead and beyond.2024 Financial Services Marketing TrendsIntroductionSource:Comperemedia Omni 01/01/2021 to 10/20/2023 as of 10/20/2023,Industr

2、y overview for Financial ServicesThough marketing spend amounts dropped for every subindustry,overall the industrys strategy is primarily focused on banking and credit cardsCustomer-CoreEvoking the sentiment of the viral Internet aesthetic“Cottagecore”with a return to our roots,“Customer-core”emerge

3、s.Now more than ever,customer centricity is vital from messaging and pricing that emphasizes benefits over penalties,to products that are values-driven and better meet the needs of historically overlooked segments.Brands this year will prioritize and compete on how they choose to put their customers

4、 first.5As a way to boost revenue and offset risk,brands should consider the growing consumer interest in monthly subscription pricingSource:Mintel Reports,Investment Trends US,2023;Gen Z,Millennials and Finance US,20236%10%34%22%27%66%19%25%56%0%10%20%30%40%50%60%70%I would pay for a monthly subscr

5、iption to my bank toensure ESG-friendly practices with my moneyI would pay for a monthly subscription to getexclusive benefits for my financial productsI would be interested in bundling multiple financialproducts for a monthly feeSubscription Pricing Interest by GenerationGen ZMillennialsGen X and o

6、lder6Some fintechs have reframed fees as monthly subscriptions,while still taking advantage of a“no-fees”value propositionSource:Comperemedia Omni 01/01/2023-10/20/2023 as of 10/20/20237Citizens became the first US bank to offer touch card features to improve accessibility for visually impaired card

7、holders,using a notch systemSource:Comperemedia Omni 01/01/2023-10/20/2023 as of 10/20/2023Website8Treecard,FutureCard,and Vancity approached ESG with a practical approach to merging with consumer lifestylesSource:Comperemedia Omni 01/01/2023-10/20/2023 as of 10/20/2023Paid FacebookPaid FacebookStre

8、amline&RedefineThe current high-rate environment includes extensive consumer options,while open banking and instant payments trends are improving interoperability and seamless customer experiences.Reduced customer friction will motivate brands to refine their touchpoints for better engagement,ensuri

9、ng they remain relevant and future-ready for consumers.10Klarna underscores this belief,telling consumers they can expect a“smoooth”customer journey during shopping and paymentSource:Comperemedia Omni 01/01/2023-10/20/2023 as of 10/20/2023EmailChatGPT Plugin11Wells Fargo and Citizens Bank used paid

10、Facebook to expand into investing apps,with social elements like a newsfeed and affinity groups to join.Source:Comperemedia Omni 01/01/2023-10/20/2023 as of 10/20/2023Mintel Reports,Trust in Financial Services US,202376%12Channel strategy is another way financial services brands are growing their ec

11、osystem,including TikTokSource:Comperemedia analysis of Pathmatics 01/01/2022-10/20/2023 as of 10/20/2023+52%Rethinking MilestonesYounger generations have a distinct and evolving outlook on modern family dynamics,views on finance,and spending priorities.Gen Z and Millennial cohorts are often delayin

12、g or forgoing major life milestones,which necessitates the redesign and reframing of traditional financial offerings.14The Fidelity Youth app relaunched to offer a teen-focused checking accounts paired with a debit card and the brand also kicked off its first-ever educational Roblox experienceSource

13、:Comperemedia Omni 01/01/2023-10/20/2023 as of 10/20/2023Paid FacebookOwned YouTube15With the birthrate dropping,a growing share of younger consumers are opting to remain childfreeSource:LendingClubWebsiteCOST OF PARENTHOOD$237KAverage cost to raise a child from birth to age 1816Another way younger

14、generations will increase their net worth is via inheritance,which is a tailwind for Pestos asset-backed secured Mastercard.Source:Comperemedia Omni 01/01/2023-10/20/2023 as of 10/20/20230%10%20%30%40%50%60%Gen X and olderMillennialsGen ZInheritance Expectations by GenerationI anticipate that I will receive an inheritance fromfamily members in the future.Looking AheadExpect more clarity on the following in 2024:Meet the ExpertBiota Li MacdonaldDirector of Marketing S