2025 Financial Industry Trends to Watch

The financial activities’ industry currently has 8.9 million employees, a fair share of the workforce. With multiple sectors — banking, financial services, and real estate — technology and procedures must change to streamline processes for business-to-consumer (B2C) and business-to-business (B2B) companies.

Reading up on the 2025 finance industry trends can help you make smarter business choices. This page will break down the following categories:

• General finance industry trends
• Finance marketing trends
• Finance industry FAQ

Follow along below for the financial market outlook in 2025 and learn how companies are adapting!

Want to learn how to market your financial services? Call 888-601-5359 today, and check out our video on digital marketing trends for 2025.

General finance industry trends

Below are some important finance trends impacting the industry.

1. Lowering interest rates

Arguably the biggest finance trend for 2025 is that interest rates are starting to come down after a steady high period.

Since 2021, interest rates have been on a steady climb, leveling out around 6% in 2024. Combined with inflation, these interest rates have put a significant strain on consumers looking to purchase homes or get other types of loans.

In September of 2024, mortgage rates finally dipped below 6%, and they are expected to trend downward in 2025.

View Post: Digital Marketing Trends 

2. Security concerns

For financial institutions, security is everything. Hackers will likely go after financial services to access funds and personal data directly. Cyberattacks become more advanced as technology progresses, as we have seen with deep fake scams, phishing, and even check frauds.

The Federal Trade Commission amended the Safeguard Rule to establish a process for financial institutions to adapt and implement a security process. This regulation accounts for advanced technology that wasn’t around when the FIC created the rule in 2003.

Along with regulatory changes, organization-specific measures are gaining traction. Some modern security processes include:

• Phishing awareness: Phishing occurs when an attacker pretends to be a reputable company through email or SMS and encourages users to provide information. Educating employees on phishing can help prevent successful attacks.
• Artificial intelligence (AI): AI can help with automatic threat detection, response, and reporting. Attackers may have intelligent approaches, but AI adds a barrier to external threats and encourages internal cooperation.
• Third-party security: Financial companies might need more internal resources to man their security, especially with rapid growth. Some outsource security services to have constant protection while focusing on other tasks.
• Auditing: Evaluating and tracking security measures ensures effectiveness. Scheduling annual or semi-annual audits can prevent your system from falling behind.

Consumers also use mobile devices for digital payment platforms like Venmo, mobile banking, and personal finance applications. Security extends beyond your physical location — your online processes should protect your users wherever they go.

3. AI impacts

AI has been on the financial radar for a few years, and this finance trend for 2025 is not going away. Like the rest of the world, finance companies are seeing changes in structure, workflow, and capabilities, thanks to AI.

AI can help businesses streamline some of their operational processes by automating repetitive tasks, freeing up their employees for strategic, high-value tasks. Integrating AI also facilitates better data management, so you can deliver personalized services and messages to your customers.

It can also help companies lessen their workload while providing a more comprehensive experience for customers and leads. If you haven’t started using AI tools yet, it might be time to learn more.

One example is Eno from Capital One, which is an AI assistant for customers of Capital One:

While many finance companies use AI already, they are still waiting to see the impact on their return on investment (ROI). As we move into 2025, we may see more results from companies who are already using AI, as well as new tools and programs coming into the industry.

4. Sustainable finance is a priority

The world overall is experiencing a push toward sustainable methods, products, and services. The finance industry is not exempt — your clients and prospects likely want to see a more sustainable approach to finance.

Some overlapping areas of finance and environment include:

• Companies advising clients on what environmental causes they should invest in
• Banks who reward purchases by donating to environmental companies
• Financial firms that prioritize lowering their own emissions and impact

Overall, eco-conscious companies see better results than their neglectful competitors. That means, even if you don’t deal with environmental work directly, you should still be showing people the ways that you do prioritize the environment.

Though there are still challenges to making the finance landscape greener, we will continue to see a push toward it beyond 2025.

5. Digital transformation

The finance industry is continuing to move toward a digital-first world, and firms must keep up or be phased out. Some examples of digitization include:

• Robotic process automation (RPA) for backend tasks
• AI fraud detection
• CRMs for financial advisers

The goal of digitization is to improve efficiency, empower employees, and better serve customers. Moving to digital processes can also help with operational costs and improve the customer experience.

For example, instead of generating a simple report, businesses can have sophisticated but user-friendly interface that can provide users insights using natural language processing and advanced analytics.

However, digitizing financial services is not without challenges. With new technology comes new threats to security, needs for training, and technology costs.

As we move toward a more digital finance sector, companies will have to work through these challenges to stay on pace with the industry.

Finance marketing trends

Now, let’s look at what finance companies can do to get ahead in 2025!

1. Personalization is growing

The financial industry is snowballing, and tech is moving alongside it. Businesses must consider how consumers — individuals and companies — receive their messages and experience services.

Consumers want to know that companies understand and meet their needs. 63% of people expect brands to use their purchase history to create personalized experiences, which extends to the finance industry.

If you want people to commit to your brand, you must show them you care. Personalized marketing in the finance industry could include:

• Segmenting your customers based on their interest in your company
• Prioritizing customer relationships and offering support through all purchase phases
• Using omnichannel strategies — like emails and mobile ads — to meet customers wherever they are
• Understanding your market and competitors to set yourself apart

Personalization can take many forms. For example, Bank of America has a credit card survey to gather data about their customers and suggest personalized options.

Whether you serve banking or real estate clients, you can no longer expect a blanket system to work for everyone. Be willing to discuss options and find a fit for any need, all while expanding to meet your organization’s goals.

2. Lead nurturing is more important than ever

In the past, finance companies might have had more success with incoming business, as people needed their services regularly. Now, with growing varied interest rates and an inflated cost of living, people aren’t as willing to jump into a deal.

That’s why you need to keep in contact with and nurture your leads and use different techniques that aren’t all sales-focused.

For example, you could create an email newsletter that you send to your email list:

These emails could be more informational while leading users back to your site:

Lead nurturing is absolutely essential to your success, so if you’re struggling with it, it may be worth partnering with a professional marketing agency for help.

3. Consumers want more control over their experience

With the uncertainty from the past years, customers want more control over their finances. That includes how they handle complaints and concerns. Your company should help customers feel in control of their experience, data, and finances.

Many companies offer chatbot solutions that let the user solve some issues and ask questions to AI solutions. There are other ways to support self-service, including:

• Tutorials
• FAQs
• Product demonstration videos
• Blog posts and accessible literature

You’ll find FAQs on financial websites, like personal or business banking accounts:

Financial services are no longer a one-way street. Consumers want access to information to handle situations themselves to prevent confusion.

4. Brand awareness is crucial for establishing the customer journey

While branding might not be your focus as a finance company, it should be. According to 2025 finance trends, companies should be focusing on their brand awareness to help the customer journey.

Finance companies can improve their brand awareness by:

• Defining their brand identity: Your brand identity speaks to your company’s goals, values, and ideals. By deciding your identity, you can create brand guidelines that convey it to prospects.
• Creating an omnichannel marketing strategy: B2B and B2C companies must use various channels to reach prospects. Using one strategy is not enough, especially when people are consuming different forms of media all day.
• Establishing themselves in the search engine results pages (SERPs): The search engine is a great place to boost exposure and find new audience. Creating top-of-the-funnel (TOFU) content can help people learn about your company, even if they aren’t ready to work with you.

Finance industry FAQs

Let’s review a few industry questions that influence trends.

Is the financial services industry growing?

Financial services have taken a hit with the recent interest rate hikes. However, that’s expected to reverse for 2025 and beyond.

In general, the financial industry has grown steadily since the recession from 2007 to 2009. The impacts of the COVID-19 pandemic have lasted through the early 2020s, but the financial sector is steadily growing, creating more opportunities and advancements.

What factors impact the financial industry?

The financial sector comprises banking, consumer finance, real estate, insurance, retail, and other monetary industries. The following factors impact these businesses directly:

• Interest rates
• Government regulations
• Consumer debt

What do lower interest rates mean for businesses?

Lower interest rates mean consumers have more opportunities to buy and invest in your business. These lower interest rates could give consumers a break and more spending power.

If this trend continues as predicted, money should flow more freely between institutions, and loans will be more affordable for consumers. That means your marketing and offerings should reflect these lower interest rates to grab consumers while the market is in prime condition.

Want to stay ahead of 2025 financial industry trends?

Every industry is unique, which is why WebFX offers personalized digital marketing solutions to help your company succeed.

With 500+ subject-matter experts on staff, we can shoulder your team’s workload and prevent you from working with multiple agencies. We will account for changes in the financial industry to keep your marketing up to date while maximizing resources.

From banking to real estate, our experts will improve your bottom line. View our case studies to see evidence-backed results, and then contact us online to speak with a strategist!

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