Financial services marketing used to be simple: search, compare, choose. That journey doesn’t really exist anymore.
In this episode, Polly, Andy, and Dan break down what’s actually changed, and why the modern finance customer journey is far more complex, fragmented, and influenced than most brands realise.
From the decline of the “Google → click → convert” model to the rise of TikTok, YouTube, and AI as discovery tools, we explore how people now research financial products — and why only a small percentage are sticking with their existing providers.
The conversation covers how platforms are blending, why brand is playing a bigger role than ever, and how trust is now built long before someone even lands on your website.
We also get into what this means across different sectors — from insurance to investing to fintech — and how behaviours are shifting in each.
And of course, we tackle the big question: is AI just hype, or is it fundamentally changing how people discover and choose financial services?
If you’re a marketing leader in financial services, this episode is a practical guide to what actually matters now — and what needs to change.
In this episode:
- Why search is no longer a single channel — it’s a behaviour
- How TikTok, YouTube and AI are reshaping discovery
- The growing importance of brand in a multi-platform journey
- What really builds trust in finance today
- How customer behaviour differs across sectors
- What marketing teams should be doing differently right now
#FinancialServices #FinanceMarketing #DigitalMarketing #MarketingStrategy #CustomerJourney #SearchMarketing #BrandBuilding