The year ahead in financial marketing

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Hello Spark reader,

Happy New Year!

We hope you were able to find some respite and relaxation over the holiday season and are as excited about the year ahead as we are.

To help us think through all that’s to come in 2026, we asked Bill Wreaks, CEO and Chief Analyst at the Gramercy Institute, to share his predictions for financial marketing, which are based on his conversations with senior marketers from leading financial firms.

We’re delighted to be part of the Gramercy Institute as part of its Agency Short List, and always enjoy connecting with and learning from Bill and our peers in the space. Without further ado, I’ll hand things over to Bill.

—joel

2026: The Year Ahead in Financial Marketing

Financial marketing enters 2026 amid profound shifts: artificial intelligence solidifies as everyday infrastructure, clients demand more personalized value, and executives face accountability for results that build lasting trust.

These are my predictions for financial marketing this year based on my conversations with a number of senior marketers from leading financial firms in late December. Every marketing team will benefit from getting the jump on these shifts—before catching up becomes an issue in itself.

1. AI shifts to seamless operations
Post-2025 trials, companies will integrate AI directly into daily processes like planning campaigns, analyzing customer data, and generating content, yielding dramatic efficiency and quicker insights. Team members will grapple with role changes, sparking essential dialogues on training and oversight.

2. AI powers superior client journeys
Focus pivots from trimming expenses to delivering tailored relevance, with brands leveraging AI to predict preferences and craft individualized interactions. Pioneers in customized financial services already report stronger retention, a trend set to accelerate.

3. Heightened demands for proof and protection
Leadership will require hard evidence linking marketing to income growth, even as oversight on data practices and AI ethics tightens. Chief marketers must weave safeguards and metrics into all tech initiatives from the start.

4. Live events reclaim center stage
Screen exhaustion fuels craving for meaningful face-to-face gatherings that offer real utility and warmth. Brands excelling here—merging precise outreach with authentic encounters—will outpace remote-only rivals in fostering loyalty.

5. Structured outreach to influencers and regulators
Creator partnerships in finance evolve into formal, trackable tactics, while outreach to officials demands unified strategies across departments. This integration will amplify influence on public views and policy.

6. Revamped structures for digital presence
Advanced search tools reshape discovery, elevating profiles, feedback, and online footprints to critical priorities. Organizations will restructure to oversee these across diverse platforms.

7. Evolving teams and mindsets
Versatile specialists flourish as automation streamlines hierarchies, favoring adaptable cultures over outdated divisions.

8. Dedicated talent development
Proficiency in analytics, AI tools, and rules will drive organized learning initiatives, equipping teams to handle disruptions effectively.

9. Expanded global production
Routine creative tasks migrate to affordable, skilled centers in Asia and Latin America for speed and savings, reserving local expertise for sensitive strategy.

10. Tech in the background, people upfront
AI becomes ubiquitous yet unnoticed by year-end, with success hinging on marketers who blend automation’s reach with genuine insight and connection.

Gramercy Institute's Recommendations for Financial Marketers for 2026
Financial leaders must proactively shape 2026: embed AI responsibly, prioritize client-centric designs, and fortify teams against risks while nurturing human elements. Craft your 12-month plan now—balancing tech precision with relational depth—and track tangible advances to lead the field.

Bill Wreaks is CEO & Chief Analyst of The Gramercy Institute. Founded in 2002, Gramercy Institute is a think tank for senior marketers from leading financial firms. Gramercy Institute's network comprises over 3200 financial marketing professionals, worldwide. GI hosts fourteen conferences each year in New York, London, Boston, Philadelphia, Chicago, and Toronto, and hosts four award programs each year honoring excellence in financial marketing.

Thanks for joining us this week. Anything we missed? Something we should include next week? Send us your shout-outs and strong opinions to include in next week’s edition at [email protected]. 

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