All about trust: 2024 trends in financial services marketing

Nicola Dyball and Nick Pawlak

As inflation and the cost-of-living crisis continue to reshape consumer’s relationships with money, financial services brands need to find ways to adapt to new consumer motivations, behaviours and expectations.

2024 marks 15 years since the end of the “Great Recession” – the global financial crisis that scuppered growth, crunched incomes and shattered trust in banks and other financial services organisations. The crisis upended the relationship between banks and their customers, and the reverberations can still be felt a decade-and-a-half later. There have been fundamental shifts in the financial services landscape and in the way in which we, as consumers, understand and manage our money. What do these changes mean for financial services marketing in 2024?

Financial services have been “unbundled”…

Over the past decade, financial services have been “unbundled”...

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