Marketing and MarTech in Financial Services

Lessons from 2025 and what to watch in 2026

2 DECEMBER 2025

As 2025 wraps up, I’ve been thinking a lot about how UK financial services — banks, fintechs, insurers, wealth managers — are leaning into martech, digital marketing, and content-driven strategies. It’s no longer a “nice-to-have” trend; it’s becoming the norm.

Interestingly, a 2025 survey found that while most UK marketers believe martech delivers results, nearly all admit they leave key features underused. (UK Tech News) At the same time, fintech marketing leaders are talking a lot about personalisation, mobile optimisation, content/SEO, and conversational AI/chatbots, especially among challenger banks and fintechs. (cmointern.com ; Wallester)

So, I thought this is the perfect moment to hit pause and reflect on what actually worked in 2025, and what we, marketers and agencies, can take forward.

Brand storytelling & emotional marketing

Connecting with people on a human level often beats talking about products or features. Even in practical areas like banking or wealth management, customers want to feel understood, supported, and inspired, not just sold to with a logical pitch.

Insurance giant Allianz UK launched its “ALL” campaign in September: a TV-first effort focusing on human stories, customer support, and breadth of service, rather than just product specs. In a crowded insurance market, emotional resonance is clearly winning over product push. (Check out here)

Creative campaigns to stay culturally relevant

Even highly regulated brands can benefit from a little personality and playfulness. When done well, creative storytelling can make finance feel approachable and memorable.

Santander UK kept its playful streak alive with the long-running “Bank of Antandec” campaign (House 337). Humour + entertainment = banking that doesn’t feel boring. Even highly regulated brands can make themselves approachable and memorable. (Ads of the World)

Organic search, content, and SEO for high-intent customers

When products are complex or regulated, helpful, trustworthy content wins over hard-sell ads. SEO and content marketing can become your strongest lead-generation tool.

Examples like St James's Place SEO campaign run by The SEO Works and Click Consult's users focused content developed for Zurich . Both demonstrate how trust-building content and SEO can outperform aggressive advertising in engagement and conversions.

Organic search, content, and SEO for high-intent customers

AI-powered personal finance & conversational tech

Technology is only powerful if it helps people feel supported, confident, and understood. AI in finance isn’t just about automation; it’s about creating personal, helpful experiences.

Take Lloyds Banking Group as an example. It is set to launch the UK’s first large-scale agentic AI financial assistant in early 2026. It offers personalised spending insights, savings guidance, and conversational support — turning banking into a daily, supportive companion. Read more here.

Performance + scale as brand currency

In the investment and wealth space, credibility and scale often speak louder than flashy campaigns. Showing real results or market leadership builds trust, especially when customers are making important financial decisions.

Like Aviva, who crossed the £200 billion mark in UK wealth-business assets in 2025, sending a clear signal of reliability and market leadership. Publicly showcasing performance is a subtle but powerful marketing tool. (News article here)

Digital-first experiences & lifestyle-aligned fintechs

Customers increasingly expect financial services to fit seamlessly into their everyday lives. When products align with lifestyle or behaviour, adoption and engagement rise naturally.

Stoa, the fintech start-up, is one of the examples. They launched a “savings + rewards” model that lets users turn idle cash into lifestyle perks — think subscriptions, vouchers, or partner offers. Marketing lesson? Financial products don’t need to be dull; aligning them with lifestyle or behaviour can make them irresistible to younger or value-conscious users. (Read more here)

Investment platform ad spend & retail engagement

Even in finance, visibility matters. If you want customers to take action, your brand needs to be seen in the right context, at the right time.

TFL's report finds that Investment platforms dramatically increased their ad presence — it reported 1,096 finance campaigns in 2024/25, almost double the previous year. IG targeted “financially switched-on” consumers, showing that performance marketing plus brand awareness are crucial for retail investor acquisition. (Read more here)

Key Takeaways & Learnings

If 2025 has taught us anything, it’s that trust, human relevance, and seamless experience are now the real differentiators. Here’s what I’d personally highlight for marketers:

Trust is currency. People want brands to feel like partners in their financial lives, not just providers. Transparency, clarity, and consistency matter more than flashy campaigns.
Experience beats features. Marketing should show how products fit naturally into real lives, offering convenience, guidance, and value.
Data & martech are underused. Many tools sit idle. When leveraged strategically, personalisation, automation, and optimisation can seriously lift performance.
Content and context build credibility. Especially in regulated sectors, thoughtful content and SEO-driven campaigns drive long-term engagement far better than hard-sell ads.
Partner wisely. Not every in-house team has all the specialist skills. The right agencies can fill gaps, ensure compliance, and help you execute campaigns with confidence.

Looking Ahead to 2026

So, what’s coming next? Here’s my take:

Human-centred marketing will rule. Brands that anticipate needs, guide users, and offer reassurance will win. Ignore the human side, and you risk irrelevance.
Tech must be balanced with empathy. AI, martech, and analytics are powerful, but without human insight and creativity, they fall flat.
Capability gaps remain. Many firms will need specialist agency partners to get the most out of AI, blockchain, or personalised campaigns. Choosing wisely is key.
Think lifecycle, not just acquisition. Success will increasingly be measured by retention, advocacy, and long-term customer value,not just clicks or leads.
Creativity matters. Even in highly regulated sectors, you can mix storytelling, digital innovation, and emotional connection.

The human insight: Financial services marketing is ultimately about helping people feel confident and supported. Blend empathy, creativity, and smart infrastructure, and know when to call in the right partners. Embrace human with tech, you’ll be ahead of the game next year.