Comperemedia Announces 2025 Financial Services Marketing Trends
- 15% of US consumers are interested in using BNPL in 2024 compared to 7% in 2023.
- 42% of current parents openly discuss finances with their kids, while only 26% report that their families openly discussed finances with them.
- There has been a 286% increase in volume Y/Y in campaigns promoting debit card rewards (Jan-Sept 2023 vs Jan-Sept 2024).
Comperemedia, a Mintel company, has announced three financial services marketing trends that will impact companies, brands, and marketers in 2025 and beyond.
“The 2025 Financial Services Marketing Trends are rooted in competitive marketing intelligence, consumer behavior, and industry expertise, and offer a comprehensive look at the momentum and forecast of the financial services industry over the next year. This year’s will provide the foresight brands need to strategize compelling campaigns and consumer engagements,” said Lierin Melvin Director, Comperemedia Insights.
No Debt About It
Consumers are pressed with debt: according to the Federal Reserve Bank of New York, total non-housing debt hit an all-time high of $4.9T. Of that, $1.14T is credit card debt, which is also at an all-time high. With the Federal Reserve decreasing interest rates for the first time since 2020, it will be cheaper to borrow, thus consumers will be motivated to spend. While some consumers will enjoy the fruits of the decreased fed rate, others will face mounting debt.
“Through this trend, we predict that some FIs will prevent this consumer overextension through launching debt management product integrations and innovative solutions that provide “credit benefits without the credit,” like cash back debit cards and BNPL. Through these approaches, FIs can provide services where consumers can capitalize on lower borrowing costs to pay off debt and avoid growing credit debt in the meantime, underscoring the importance of financial wellness. We predict that cashback debit cards will see a new positioning in 2025 that focuses on financial health, as the product allows customers to have the benefits of a credit card while still promoting more responsible spending behavior. Thus, there will be an increase in marketing for this product line as the target audience broadens beyond thin-credit or credit-weary consumers,” continued Melvin.
Flex Appeal
With prolonged economic uncertainty, consumer demand for value that comes with flexibility and predictability is at an all-time high. The lines between traditional financial product categories and more adaptable user experiences, such as robust ecosystems and membership-based loyalty programs, are blurring. Expect brands to foster deeper customer relationships with integrated, multi-purpose financial solutions and marketing that shift control into the hands of the consumer.
“As we look ahead to 2025, financial services will seek better alignment with consumers, who increasingly seek adaptable, value-driven solutions that blur traditional product lines
and offer a full customer experience. The industry is grappling with evolving channel strategies, like declining email engagement, and a more competitive new product landscape. Expect brands to reach a discerning consumer by focusing on building deeper customer relationships through the flexibility they offer,” continued Melvin.
Respect the (Gen) Alpha
Financial services is poised to look very different as a new generation takes center stage: Generation Alpha, born between 2010-2025, will have a $5.4T economic footprint* by the end of 2024. Parents of Gen Alpha are also more likely to teach their children about finance and save on their behalf. As a result, we have entered a golden age for family banking, where there is a wide variety of financial products and financial literacy resources available to kids and teens and significant increases in marketing spend.
“These products and resources have exposed younger consumers to matured financial behavior well before college and early adulthood. The blend of product offerings and cultural shift will create a ripple effect, resulting in Gen Alpha having a significantly different relationship with financial services compared to previous generations providing fresh opportunities for bands to take advantage,” concluded Melvin.
*Source: Harvard Business Review (via McCrindle)
Interviews with Lierin Melvin, Director, Comperemedia Insights, are available on request from the Comperemedia press office. A deep dive into Comperemedia’s 2025 Financial Services Marketing Trend ‘Flex Appeal’ is available for download, here. Clients can access the full content by logging in.
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