Bringing together financial services and customer lifetime value

Financial services brands should look to incorporate a customer lifetime value (LTV) approach into their marketing strategies for 2022.

Consumers now have more choice than just the big high street banks. We are now being presented with a broad range of financial services brands offering shiny credit cards, celebrity-endorsed current accounts and unregulated crypto products. So it’s important for financial service brands to get ahead of their competition in this increasingly saturated sector.

New players in this market have an aggressive strategy to acquire new customers, based on attracting a high volume of customers quickly with lots of incentive-based marketing. But established financial brands have longer legacy relationships that often aren’t being utilised. The new players also tend to...

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