The Gramercy 2025: Trends & Directions in Financial Marketing

From over there to over here, the typically US based The Gramercy Institute held their bi annual London event at Morningstar on Thursday 24th October to discuss 2025: Trends & Directions in Financial Marketing.

The packed half day agenda was a mix of panels and presentations, covering best practice and new directions across from content, brand, media and AI and the future of financial marketing (the latter of which I had the delight to be on the panel).

Content. Great content delivers insight that helps address audiences’ challenges. While the concept of the ‘9 lives’ of content ensures a constant drumbeat from the cascade of the content across the channels that meet people where they are. Building on the perhaps more expected call for engagement, was the need ‘to move the conversation along’ - which provides a great reality check to avoid content spew.

Brand. The brand remains the differentiation and the competitive advantage, as well as the bedrock to customer and talent retention, plus cross selling. Standing for something for the long term was a panel lightning rod. The perennial debate around purpose within asset management saw both sides reflected, from being the golden thread that unites (particularly during times of acquisition) to keeping purpose within community led marketing to ensure authenticity.

Media. Sophistication in tools that measure audience engagement habits now allows far greater understanding of relevance, with the advice being not to ‘settle’ for good enough in terms of targeting. The co-ordination of earned, owned and paid was also highlighted as the starting point to better content optimisation, with smart data able to identify content multipliers.

AI & future of financial marketing. With AI now omnipresent and growing (spend levels currently £4.5bn in 2024 and set to grow to £64.3bn in 2030, and 46% of fs providers using AI to improve the customer experience), the panel shared how AI was helping in terms of communication creation as well as on the more futuristic developments including using avatars and tailored nudges. AI has become a useful tool that helps to save time and leading to new types of jobs from authenticators to predictive analysts to ‘Emily in Paris’s’.

Bill Wreaks, CEO & Chief Analyst, Gramercy Institute then shared the findings of some qualitative research within the US based Gramercy membership around what financial services brands are seeking from their agencies. Listen up:

• Beyond the brief – understanding of the market.
• Audience insight – outside in perspective.
• 360-degree ideas.
• Innovation – the latest developments be that in media, content creation, partnerships etc
• Key design principles – making sure every touchpoint is adding value to the brand through strong visual identity.

Striking is the similarity in challenges and needs that the financial service marketer faces whether they be US or UK based, particularly as the majority of the brands are global.