5 Financial Services Marketing Trends You Need to Know in 2025

1. Financial Services Digital Ad Spending Will Increase

The financial services industry makes up a significant portion of total UK digital ad spend. A report from The Drum found that the UK’s 20 largest financial services firms all spent upwards of £5 million on digital advertising in the past year. The leaders spent over a whopping £50 million! 

As the digital advertising landscape continues to become more competitive — and costs per lead continue to rise — financial services marketers will face increasing pressure to prove their digital marketing ROI and optimise their spend to acquire more customers at a lower cost.

2. High Interest Rates Are Impacting Demand

During the height of the COVID-19 pandemic, The Bank of England offered low interest rates in an effort to stimulate consumer spending and keep the economy humming. In 2023, interest rates rose sharply to 5.25% in an effort curb inflation, which reached a decades-high watermark in the UK. 

The high interest rates have had significant ramifications for financial services providers, as they raised mortgage rates and borrowing costs. This has curbed demand for lending services and forced consumers to spend and invest more cautiously. 

In the beginning of 2025, The Bank of England lowered UK interest rates to 4.5%. Analysts predict that later this year, interest rates will continue to decline, creating a more favorable business environment for financial services providers. A decrease in interest rates would increase borrowing and spur a wave of mortgage refinancing.

3. Financial Services Companies Will Undergo AI Transformation

The hype around AI has been building over the past couple of years, and financial services companies are taking notice. Industry leaders are using the new technology to transform their operations and unlock new revenue efficiencies.

Below are a few ways that financial services companies are using AI in 2025 and beyond:

• Fraud Detection: Financial services companies use AI to analyse transactional data in real-time, detecting and preventing fraudulent activities more effectively.
• Risk Assessment and Management: AI models analyse vast datasets to assess credit risk, market risk, and operational risk, enabling more accurate risk management decisions.
• Investment Management: Robo-advisors automate investment advice, portfolio management, and asset allocation. Their AI algorithms allow them to detect patterns faster than humans ever could. 
• Customer Support: AI-powered chatbots and virtual assistants provide around-the-clock support to customers, reducing wait times and increasing satisfaction.
• Revenue Execution: Financial services marketers use AI to connect the online-to-offline buying journey and capture deep insights from phone calls. This allows them to create seamless customer experiences that build loyalty and drive revenue.

4. More Consumers Will Engage with Financial Services Providers on Mobile Devices

For many years, financial services consumers have increased their use of mobile banking and other virtual services. There was an even more dramatic increase of mobile usage during the height of the pandemic in 2020, as consumers limited their in-person interactions with financial services providers.

A national survey conducted by the American Bankers Association found that in the past 12 months, 45% of bank customers used apps on smartphones or other mobile devices as their top option for managing their bank accounts. But the online experience often isn’t enough — 37% of customers also want instant access to a live agent via a phone call or video chat. These interactions are often a critical phase of the purchase cycle, helping to clear up their hesitations and answer their lingering pre-purchase questions.

In addition, many insurance customers are now starting their journey on mobile. Over 50% of insurance searches are performed on mobile devices.

Providing a seamless mobile experience — online and over the phone — will be critical for 2025.

5. Financial Services Consumers Will Demand Seamless Omnichannel Experiences

Going hand-in-hand with the last trend, financial services consumers will demand seamless omnichannel experiences across their entire journey. To earn their business, you’ll need to ensure they feel valued and known every step of the way.

According to a recent survey, 50% of banking consumers want a seamless mix of physical and digital services during their buying journey. However, despite the importance of omnichannel marketing, 94% of banking firms aren’t delivering personalised experiences.

This trend is also critical in the insurance space, where 88% of insurance customers say they want more personalisation from providers.

To get an edge over the competition in 2025, financial services and insurance companies need to embrace personalisation across channels. This means providing a seamless experience as they transition from online research to phone calls to brick-and-mortar interactions.

4 Ways Marketers Can Use Revenue Execution Platforms to Capitalise on These Financial Services Trends

The trends above paint a bigger picture of how financial services consumer behavior is changing. In the wake of the pandemic, consumers have become accustomed to interacting with their financial services providers online and over the phone, placing increased importance on these channels.

With more consumers researching online first and calling agents and locations for information or to make purchases, financial services marketers need to have a strategy in place to ensure that they’re providing a seamless experience over the phone. Expectations for the consumer journey are at an all-time high — and this includes the call channel. Failing to deliver frictionless call experiences will cost you revenue.

1. Understand the marketing sources driving phone leads

PCI-compliant revenue execution platforms like Invoca allow you to understand the webpages, marketing campaigns, and keywords driving not only the most calls — but the highest quality calls to your agents and locations. This allows you to optimise your marketing spend for the programs that are truly driving the most sales. It also allows you to defend your marketing spend to your leadership team by proving your full impact on revenue.

For instance, a certain wealth management search campaign may be driving a high volume of calls to your locations. However, once you use a revenue execution platform, you may discover many of these calls are not sales-related — they’re customer experience issues. You could then decrease spend on this campaign, and instead allocate it to one that’s driving more sales-related calls. This increases the overall revenue potential and quality of the calls coming into your phone lines.

Additional Reading

Want to learn more about how Invoca helps financial services providers use Invoca to create seamless customer experiences? Check out these resources:

• Invoca’s Solution for the Financial Services Industry
• 40+ Financial Services Marketing Statistics You Need to Know in 2025
• 5 Ways Marketers Use AI-Powered Call Tracking to Optimise Campaigns