Finance marketing is a rapidly evolving field and brands that want to stay ahead can only do so by adapting— whether that’s to the newest trends, the newest tools, or the newest ways to connect with your audience.
So, what strategies are working now? And what’s on the horizon for 2025?
We’ve got the insights you’re looking for!
Recently, Designity had the privilege of sponsoring the Social Fresh Future of Finance Marketing Summit, where industry leaders came together to discuss the future of marketing in the financial space.
So, if you’re looking to see what you can do to elevate your marketing in 2025, then today’s blog is for you! Check it out for the key takeaways from this enlightening event!
Takeaways from the Evolving Performance Growth Marketing Panel (Featuring Designity)
One notable highlight of the Future of Finance Marketing Summit was the Evolving Performance Growth Panel, which brought together leaders from companies like Brighthouse Financial, Chubb, Robertson Stephens, and Designity’s own Lead Creative Director Pooyan A.!
Together they explored the latest friends in influencer marketing, AI tools, creative strategies, and the future of client engagement.
Here are some key takeaways from their discussion!
1. Human-Centric Content is Driving Engagement
The panel discussed the importance of showing real people and telling authentic stories in order to build credibility and trust, which is especially important in the finance industry.
From Brighthouse Financial’s strategy of featuring their employees as experts in videos and LinkedIn Live to Chubb’s influencer partnerships that focus on storytelling rather than product promotion, the panel’s verdict was clear: human-centric content just resonates better with audiences.
Key Takeaway: Featuring real people — internal employees and external influencers — makes financial brands more relatable and trustworthy, which leads to better engagement on social media and other marketing efforts.
2. AI’s Role in Marketing
While AI is continuing to play a bigger and bigger role in modern marketing, the panel stressed that it is best used when supporting human creativity, not with replacing it.
Designity CD Pooyan was quick to acknowledge the benefits of AI for speeding up production but also warned against over-relying on it.
“Use AI for efficiency. Use humans for strategy. AI can help with A/B testing and generating visual options, but people can tell when something is 100% AI-generated. And that’s where you risk losing authenticity.” — Pooyan A.
Key Takeaway: AI can absolutely speed up your workflow and efficiency, but the human touch will always be needed for creativity and to build genuine connection with your audience.
3. Creative Trends Are Embracing Imperfection and Relatability
Pooyan also shared some insight into the evolution of creative design and how there has been a notable shift toward more relative and unpolished visuals.
In a world saturated with AI-generated content, the brands that can use this trend to showcase their unique personality are the brands that will stand out. This could mean moving away from flat design and polished stock imagery and more towards flash photography, router textures, more abstract illustration, and handwritten typography.
“What really matters is how genuine you are with whatever format you’re working with. We’re moving toward more relatable stuff—flash-on photography, snapshots of people’s lives, and rougher, raw visuals. High-polished work is kind of on the edge right now.” — Pooyan A.
Key Takeaway: Imperfection and human elements in design helps brands stand out in a world of AI-generated content, creating a more relatable and engaging experience for audiences.
4. Personalized Experiences Build Lasting Relationships
The panel agrees that building personal connections is the key to long-term success, especially in the wealth management industry.
Lou Cal of Robertson Stephens explains that high-net-worth clients want unique experiences that create lasting memories. So, instead of large seminars, his team focuses on planning exclusive events like private chef dinners, yacht outings, and behind-the-scenes tours to build stronger relationships and more word-of-mouth referrals.
Tamara Scott adds that even smaller, low-budget events like inviting a Facebook group to meet a company’s leadership can also make a big impact and boost a company’s reputation.
Key Takeaway: Personalized experiences, high-end or low-budget, can help create lasting impressions that strengthen client relationships and drive referrals.
If you’d like to watch the entire discussion, you can do so here!
5. LinkedIn is Key for B2B Marketing
Since it’s a platform tailored to professionals, LinkedIn plays a huge role in B2B marketing and reaching financial audiences.
Liz Ferguson explains Brighthouse Financial’s strategy of using a combination of paid and organic content to better engage finance professionals. With advanced targeting options and interactive ad formats, LinkedIn is a powerful tool for building brand awareness, boosting conversions, and building industry connections.
Key Takeaway: LinkedIn’s professional audience, advanced targeting, and interactive formats make it key for financial brands looking to boost their visibility, generate leads, and build lasting industry connections.
Evolving Performance Growth Panel Members
Social Fresh
Co-founder, Social Fresh
Director of Media and Channel Marketing, Brighthouse Financial
Lead Creative Director, Designity
Chief Marketing Officer, Robertson Stephens
AVP, Social Media, Chubb
What is the Future of Finance Marketing Summit?
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The Future of Finance Marketing Summit is a two-day virtual event hosted by Social Fresh, a creative strategy and performance marketing firm dedicated to helping brands boost their marketing efforts.
The event was dedicated to exploring everything from the latest trends, challenges, and innovations that are shaping the world of financial marketing.
This year, the conference was held on February 11th and 12th, bringing together industry leaders, marketing experts, and creative professionals for some incredible discussions on the evolving finance landscape!
Other Future of Finance Marketing Summit Sessions
From creative trends to personalization in marketing, this year’s summit covered a huge range of topics designed to help finance marketers stay ahead of the curve!
Check out the sessions offered below:
1. Creative Trends Report 2025
A deep dive into the key creative trends that are breaking through and outperforming in 2025, and which are impacting brand, social, content, and performance in finance and beyond. Presented by Jason Keath, Co-founder of Social Fresh.
2. Unlocking Organic Social: Future-Ready Tactics for Finance Brands
A discussion on which strategies are increasing visibility, driving authentic engagement, and building stronger connections with consumers.
Panel Members:
- Jason Keath, Social Fresh
- Nathan Alleback, Ramp
- Temeka Easter Rice, Vanguard
- Nick Dimichino, Stripe
- Jack Richards, Onclusive
3. Turning Data into Connection: Personalized Marketing in Finance
Discover the five key steps to building a data-driven personalization strategy that better connects with your customers and sets your brand apart from the competition! Presented by Zontee Hou, Managing Director of Convince & Convert.
4. Content Strategies for Tomorrow: How to Engage the Right Audiences
A discussion about the innovative content strategies that top brands are using to build stronger customer connections. Panel members also explored how modern finance audience journeys have evolved, which content formats are gaining traction, and how personalization in storytelling is getting better results.
Panel Members:
- Jason Keath, Social Fresh
- Mallory Russell, Square
- Abel Flint, JP Morgan Payments
- Zontee Hou, Convince & Convert.
5. State of Finance Marketing – Trends to Watch for 2025
Social Fresh’s Jason Keath gives a high-level review of the channels, messaging, and tactics that finance brands are relying on and the innovations that could change how brands are connecting with their audience in 2025 and beyond.
6. Risk, Reputation, and Results: FM’s Approach to Content and Paid Media in Commercial Insurance
A look at how FM is driving awareness with thought leadership, strategic sponsorships, and targeted media campaigns to position themselves as a risk management leader. Presented by Kaydee Marcinek, Chief Marketing Officer of FM.
7. From Clicks to Clients: Unlocking True Attribution in Finance Marketing
A deep dive into how social and content engagement is connected to real business outcomes, and how attribution models and reporting and evolving to prove ROI, optimize spend, and gain leadership. Presented by Mike Allton, Chief Storyteller at Agorapulse.
8. Fidelity: Connecting Channels: Bridging Events, Social, and Digital for B2B Success
Fidelity shares their marketing approach for employer products that integrates an adaptive mix of social media, events, and digital campaigns designed to reach hard-to-target audiences. Presented by Steve Jones, Director of Marketing at Fidelity.
How Can I Access These Insights?
Even though you may have missed out on participating in these enlightening presentations live, Social Fresh makes it possible for you to still get in on the action!
To access recordings of any of these sessions, visit Social Fresh’s website and navigate down to Subscribe to get yourself an On-Demand Pass ($199). The pass will grant you access to recordings of all of the above sessions.
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Elevate Your Finance Marketing with Designity
Looking to start applying some of these insights, tips, and strategies into your own marketing strategy?
Designity has the marketing and design experts you need to help you bring human-centric content, fresh design trends, and engaging and effective marketing campaigns to life.
And all without the hassle and expense of hiring an in-house team.
Whether your brand needs video production, copywriting, social media strategies, graphic design, and more, Designity’s top-notch team and designated Creative Directors are here to help you stand out in the ever-evolving world of finance marketing!
Check out our finance marketing service page and portfolio to see how Designity has been able to elevate brands just like yours. If you like what you see, book your demo call today. We’ll get you started on a two-week, no-obligation trial so you can see how Designity is the finance marketing partner your brand has been dreaming of!
Are you ready to elevate your finance marketing efforts?
