Published by Jessica Weisman-Pitts
Posted on June 16, 2022
4 min readLast updated: February 6, 2026
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By Stephenie Williams, Vice President, Vericast
There is a dichotomy in current consumer attitudes toward finances: on one hand, consumers are emboldened by more choices, increased wages and some relief from the pandemic, but on the other hand, they are challenged by market volatility, rising inflation and clogged supply chains. Market volatility, in particular, has had a significant impact on consumer retirement accounts, and only 18% of U.S. adults with retirement or investment accounts say they will invest more in 2022 than they did in 2021.
For modern financial institutions to be successful, they must first seek to understand these underlying forces and empathize with what consumers are experiencing. Only then can they deliver what consumers want and need in this moment.
Amid the instability of the last two years, a chasm has formed between consumers and the financial institutions they partner with. According to Vericast’s recent Financial Services TrendWatch survey, the gap was formed due to changes in privacy practices, consumer expectations for personalization, social changes and marketing innovation. To achieve business goals and ensure long-term survival, financial institutions must seek to repair this void and successfully engage with consumers.
Five financial services marketing trends for 2022
To attract and retain loyal customers, financial institutions need to meet today’s consumers where they are, not where they think they should be. The first step toward building stronger relationships with consumers is gaining insight into their mindset and perspective.
Here are five of the top financial and marketing trends for 2022, and understanding these may might help close the gap between institutions and consumers:
While consumers are demanding enhanced privacy, they still want a high level of personalization from the financial institutions they engage with. Consumers receive many offers from many different providers, so financial institutions must employ the data they have to personalize recommendations.
Keep up with shifting values
While consumers want great customer service, it doesn’t stop there – they also want their banks and credit unions to be a community partner. These evolving values is why continued research is key to understanding shifting market conditions and the rise of new trends and patterns.
Understanding the origin and reasoning behind the disconnect with consumers will enable financial marketers to get the right message to the right audience at the right time, resulting in enhanced performance in 2022 and beyond.
Market volatility refers to the fluctuations in the price of financial assets. It indicates the degree of variation in trading prices over time, which can affect investment decisions.
Consumer loyalty is the tendency of customers to continue buying from a specific brand or company over time, often influenced by satisfaction, trust, and perceived value.
Personalization in marketing involves tailoring messages and offers to individual consumers based on their preferences, behaviors, and past interactions to enhance engagement and satisfaction.
Corporate responsibility refers to a company's commitment to conduct business ethically and sustainably, considering its impact on society, the environment, and the economy.
Account acquisition is the process of attracting new customers to open accounts with a financial institution, which is crucial for revenue growth and market expansion.
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