Financial services brands should look to incorporate a customer lifetime value (LTV) approach into their marketing strategies for 2022, according to Jack Shearring, managing director at LEAD.

Financial services brands have built long-standing relationships with customers, often spanning decades and sometimes transcending generations. This puts them in a strong position to get more value from customers over their entire lifetime with the brand – their customer lifetime value, or LTV.

Why it matters

New players in the category have an aggressive strategy to acquire new customers, based on attracting a high volume of customers quickly with lots of incentive-based marketing....