Financial Services

Join Braze customers from across financial services to connect, share industry insights, and discuss customer engagement strategies that deliver trustworthy experiences.

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Highlights from the 2025 Financial Services CER
Every year Braze surveys financial services executives from across the world to uncover insights, shared challenges, and key customer engagement trends. The CER represents a synthesis of these responses along with opportunities for financial services brands to implement practical customer engagement solutions to solve these challenges. To understand the customer engagement challenges facing financial services brands it's important to understand the goals and structure seen throughout many of these organizations. First, among any other industry, financial services tends to be product led. When asked what was the top measure of engagement, 38% of respondents cited "product adoption", 9% more than the average across all industries. Additionally, 28% noted that customer engagement was led by Product or IT, once again the highest proportion of any industry. This focus on product adoption with engagement led by product adjacent teams does however run the risk of product tunnel vision with messaging strategies that can sound too focused on upsells with product offerings like credit cards, loans and other financial tools that don't resonate with user's journeys. When brands are able to keep the long term vision in mind and build brand equity by shifting towards other engagement goals like LTV and retention, they can avoid these types of hard sell messages. Another theme captured within the responses was a limitation in the tech stack hindering personalization within their messaging. Despite financial services brands possessing a trove of valuable customer data, acting on the data seems to be challenging. For example, 41% of respondents said they don't even test their customer engagement strategies. In addition to tech limitations, connecting with users on a personal level has also been a challenge for financial institutions. Surprisingly enough, 39% of respondents mentioned that they monitor organic sentiment and engagement through community forums and groups, the highest of any industry surveyed. So with a desire to connect with users on a more emotional level, these brands face the challenge of maintaining the right tone and often can't leverage gifs and other gamified elements in their messages like other industries can. The solution then needs to be reading consumers' digital body language and ensuring they’re sending the right message at the right time. Despite this necessity though only 41% personalize messages based on real-time engagement — the lowest among all industries surveyed. So what's holding so many financial services brands back then? As the results show, a lot of the limitations may be coming from other teams within the organization. Nearly half of finserv respondents (47%) cited general concerns from other teams as a reason they can't deliver more advanced personalization. With heavy regulations and compliance concerns it comes as no surprise that many teams within these institutions are extremely cautious about what data is being leveraged and what ideas are being broadcasted within their messaging strategy. In summary, personalization for these brands needs to rely heavily on segmentation and real-time personalization while also being able to navigate the compliance requirements that are often unique to this industry. With the right marketing tools to drive this strategy brands can focus more on messaging that builds brand equity with every interaction, and meets customers where they are.
TommyWinschel
9 months ago Place Financial Services Discussion Board
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From Skeptic to Believer: Crossing the Crypto Barrier in 2025
Last week, Motley Fool published the results of its 2025 Cryptocurrency Investor Trends Survey. The survey of 2,000 U.S based respondents provides a sense of what the outlook on crypto is heading into 2025. Within this investing focused population, sentiment on the industry is mixed. While 50% think the market will perform positively in 2025 due to the new administration, only 42% said they're likely to buy cryptocurrency this year, in line with last year's findings during a less bullish environment. Additionally, making that first purchase into crypto may take some convincing as 84% of respondents who have never owned it said they're unlikely to buy it this year. As for why they're not purchasing crypto, 31% of respondents cited security concerns, but the most cited answers were not knowing what to do with it (36%) and not understanding how to buy it (33%). So why does this matter? Well as the survey shows, it's clear there is still a lot of confusion and uncertainty around the crypto Industry even from people who are interested in investing. If you overlay this with concerns of trust in the broader Financial Services Industry where 50% of consumers cite trustworthiness as the most important factor in choosing a bank - crypto brands are going to have to work that much harder to build trust and engage a population of users who may be struggling to get past the clear barrier of entry into this space. Creating an engaging welcome experience while tailoring messaging to user preferences, whether it's education, or additional product offerings is critical for crypto brands. While this may require multiple layers of segmentation and personalization the juice seems to be worth the squeeze. As the article highlights, once people adopt crypto they tend to continue to purchase more and are open to additional products and services. 66% of those surveyed who already own crypto said they're very likely to buy more in the coming year, while 86% of that same population would consider using a credit card with crypto rewards. Whether you're bullish or bearish on crypto, 2025 promises to be potentially the biggest year for the industry yet.
TommyWinschel
1 year ago Place Financial Services Discussion Board
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2024 Financial Services Marketing Trends to Watch
Financial services brands are making gains in employing marketing best practices to achieve impressive results. They’re leveraging advanced segmentation, using zero-party and first-party data for campaign planning, and, more than any other sector, they regularly collaborate across the organization on customer engagement initiatives. Here are a few of the top 2024 financial services marketing trends that surfaced from our fourth-annual Global Customer Engagement Review (CER). Let’s dive into the findings and review how FinServ marketers can get and stay ahead. The Top 5 Key Trends for Financial Services Marketers Financial services organizations need the right tools and skills to better leverage data for customer engagement. Financial services companies stand to benefit from sharing key marketing priorities with data scientists and business intelligence (BI) teams, as they’re in the best position to help marketers apply data for more effective customer engagement. At the same time, it’s important to upskill marketers so they can work more independently without having to rely on outside teams. Equipping marketers with tools capable of automating data analysis and the next best action helps close these skill and knowledge gaps across the organization. 2. Leveraging the right channels can help FinServ brands drive session engagement and retention. Braze data reveals that marketers using out-of-product channels like email and push notifications can see major uplift in session engagement and retention. Cross-channel campaigns that leverage multiple in-product and out-of-product channels are also highly effective for engaging and retaining FinServ customers. 3. Lacking the technology to bring their team’s ideas to life is the #1 challenge for FinServ marketers looking to be more creative and strategic. More than four in ten FinServ marketers say their current toolset stands in the way of executing creative ideas. Other top roadblocks include a focus on KPIs over creativity and an inability to demonstrate the ROI of creativity. 4. Financial services organizations are leading the way when it comes to dynamic, data-driven segmentation. Historically, financial service organizations haven’t led the way in customer engagement, but that’s changing. The industry is putting stronger strategies in place this year—and beyond. From a technology perspective, financial services brands excel at customer segmentation, particularly at leveraging real-time segmentation based on up-to-the-moment information about customer behavior, interests, transactions, and interactions—38% of surveyed marketers in this sector are operating at the top level for segmentation, a higher share than any other vertical. FinServ companies are also at the forefront of utilizing various data sources to strategize future campaigns. Marketers in this industry lead all other sectors by 13 percentage points when it comes to using zero- and first-party data for campaign planning. 5. Despite skepticism, there are big opportunities for FinServ brands to use AI. Our research shows that 25% of marketing executives in the FinServ industry have an unfavorable view of AI, making this sector less receptive to AI compared to most others. However, to stay competitive and innovative, many FinServ brands are still looking to invest in AI technologies. These brands are increasingly planning to use AI for real-time optimization, data insights, and creative ideation, recognizing the potential of these capabilities to enhance customer engagement and operational efficiency in a rapidly evolving market. Final Thoughts FinServ companies recognize the importance of customer engagement, to the tune of tremendous growth over the past year. Going forward, marketers must prioritize technology that provides deep insight and enables goals for personalization and cultivating deeper customer relationships. Want to learn about how FinServ brands can leverage customer engagement to drive success? Check out our Financial Services Mini-Guide for actionable strategies to drive growth. About the Study These findings are part of our broader fourth-annual Global Customer Engagement Report, which draws on the following sources: Market research featuring 1,900 VP+ marketing decision-makers across 14 countries in three global regions. An analysis of Braze proprietary data, including 9 billion global users and nearly 1,000 Braze customers in 50+ countries, via our leading customer engagement platform. In-depth interviews with marketing leaders from best-in-class brands in five industries across three regions.
camillecochran
1 year ago Place Financial Services Blog
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How Samsung Wallet, Panera, and BET+ Use Experimentation to Optimize Engagement
Marketing experimentation transforms uncertainty into clarity, allowing brands to ask questions, try new approaches, test hypotheses, and let data drive their decisions. At Forge 2024, we sat down with three industry leaders, Catherine Thacker from Panera, Angela Onwuka from BET+, and Peter Isaacson from Samsung Wallet, to discuss how experimentation fuels engagement and conversion. During the session, the speakers emphasize that curiosity, combined with the right tools, can make experimentation more effective. They reveal that testing isn’t just a strategy; it’s a necessity for understanding what resonates with your audience. Join us as we explore their proven approaches to marketing experimentation and discover how you can implement these strategies to optimize your customer engagement efforts. Our Hypothesis: Experimentation Drives Higher Engagement OK, so it isn’t so much a hypothesis as a proven fact: Marketing experimentation drives higher engagement. “We are constantly testing and evolving, enhancing our engagement from marketing, lifting MAUs, sessions, and stickiness significantly”, says Peter. “If you aren’t testing then that’s a missed opportunity,” Angela adds. “Testing and optimization are important because they let you understand what resonates with your audience. This helps you get the most out of each touchpoint with your customers and prospects.” Catherine Thacker agrees, commenting that “without testing, you don’t know that you’re landing the right message with the right audience in the right place at the right time.” And that knowledge drives results. Getting Started: “Test Anything” Say Experts One barrier to experimentation is overwhelm. Marketing experimentation can cover anything from copy and creative, to cadence and messaging. How do you choose what to test? “Test anything,” encourages Peter. “Copy, button color, a new subject line… You will start to learn so much about your users in a way that surveys or static data can’t show you.” Peter suggests using customer research as a launchpad. “Customer insights are a critical testing input. Conduct customer insight surveys. Is the messaging unclear? Should the offer be richer? The survey responses will provide insights to inform your tests.” But how can you make sure you get your marketing experiments right the first time? Our experts give you permission not to. “Don’t let perfection stand in the way of progress’ says Catherine. ‘Just because you can’t design the most ideal test for your scenario shouldn’t stop you from trying things in small increments. They’ll start adding up to bigger outcomes and impact. Start with what’s doable, what’s going to easily build that muscle, and demonstrate that it’s a worthwhile practice.” Moving Forward: Be Strategic As you grow in confidence and your culture of experimentation matures, how do you stay focused on the experiments that move the needle most for your business? And ensure your data is undeniable? Processes, prioritization, and measurement are key. “There have to be processes by which you intake, prioritize, and execute the tests,” advises Catherine. “Aligning on measurement and methodology is important to ensure that when you report results, there’s credibility there.” Angela recommends a “testing roadmap” to prioritize your tests and “understand the full scope of requirements to go live” so that you can align your resources such as your data team and your creatives to execute successfully. Peter agrees saying “You need to be clear about what you’re optimizing with your test plan” before reiterating the importance of having the right people in place. “You need the right team around you to support all that’s needed to plan and execute tests. You’ll need product and engineering teams; a designer or agency to develop creative iterations quickly; and someone to write the copy and plan the tests.” Future Trends: AI Advances With all the buzz around generative AI for copywriting, you may be surprised to hear someone advocating for old-fashioned human writers. While all of our experts are using Artificial Intelligence to enhance their productivity and results, they’re balancing that with human creativity. “Gen AI content is something we’re still playing around with but seeing good results. When we’re running Gen AI subject lines at scale in a campaign, we consistently see 15% lifts in open rate and a lift in conversion rate,” says Catherine. However, they’re still experimenting to achieve their desired brand voice with AI. Peter concurs that AI is advancing for copywriting but isn’t their go-to yet. “It’s always interesting to see what copy AI recommends but I still view it as a companion versus a necessary tool. I think, as AI develops, this will change and that could be very soon.” However, when it comes to other uses of AI, past generative copywriting, such as analytics and intelligent timing, our experts are delighted. “It’s extremely effective for running personalization at scale,” says Catherine. “You can set parameters like spend and profitability and starting audience, and it will continuously learn what offers and stimuli individuals respond to.” Looking to the future, Angela believes AI will “begin to play a larger role in A/B testing predictions for marketers” and “deliver statistically significant test results more quickly”. This is exciting stuff and as we always say, there’s never been a better time to be a better marketer. Learn More This is just the tip of the advice iceberg. To learn more about experimentation, like the difference between tactical and strategic tests, when to use multivariate experiments, and how to integrate Braze and other tools into your tech stack, check out Forge on demand
camillecochran
1 year ago Place Financial Services Blog
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Trust at Every Touchpoint: Why Customer Engagement is a Crucial Component in Your Overall Risk Management Strategy
Hello! Erin Bankaitis here 👋 Director of Industry Marketing and Lead for Financial Services at Braze. Thank you all for joining the Financial Services Community Group, and be on the lookout for more content in the coming year! 🎉 To start, I'd love to share a recent guide I created that speaks to a few hot topics in the industry, such as trust, data governance and tech stack modernization. This guide also includes Braze's perspectives on how financial services companies can (and should!) rethink their approach to risk management, viewing it as a growth mechanism rather than just a protective measure. Get the guide here I hope you all enjoy this guide. Any questions or perspectives? Let's start a discussion! 🗣️ Best, Erin
Erinbankaitis
1 year ago Place Financial Services Discussion Board
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About Financial Services

Join Braze customers from across financial services to connect, share industry insights, and discuss customer engagement strategies that deliver trustworthy experiences.

Owned by: camillecochran, brian_laker, Erinbankaitis, and MaggieBrennanCreated: 1 year ago

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