Using fintech and consumer loyalty programs to capture hearts, minds, and long-term business
So, here’s an, umm, sobering fact: Layoffs across the U.S. this year have climbed to their highest level since the pandemic slammed the economy in 2020. New labor data shows that, in the first half of 2025 alone, companies announced 744,308 job cuts nationwide.
And in an economy where these jobs ain’t loyal, (prior) employees and consumers are turning to fintech and consumer brands to find that loyalty they require in their time of need—in hopes that some can help them make it to their next paycheck.
If you’re on the other side of this coin—as in, someone who’s working for one of these brands—now’s the time to help folks out when they’re down, and potentially win a customer for life. Here’s how you can employ the new fundamentals of loyalty programs, personalized CRM, laser-focused targeting, and emotionally resonant branding and messaging to do exactly that.
Job instability, layoffs, & AI disruption: Consistency as a core consumer need
A decent bit of those 0.75-million jobs cut that I mentioned above have been in the tech sector, with recent headlines such as ”Microsoft to lay off about 9,000 employees in latest round” (roughly 4% of its workforce) rightly making a big splash. But the retail, media, manufacturing, and energy sectors—as well as non-profit organizations and even federal agencies—haven’t escaped the wrath of the slash.
Job security already feels like a distant relic for many, and when employees and consumers alike are endlessly refreshing their newsfeeds to see the latest round of layoffs, their expectations of brands shift in dramatic ways—especially as AI disrupts virtually every industry in real time.
Yes, as you were probably already thinking, AI is partly the culprit here, and will continue to be so, with some 41% of companies worldwide saying that they expect to reduce their workforces over the next five years because of the rise of artificial intelligence. However, while AI continues to transform how companies operate internally and engage customers externally, the human need for stability and genuine connection is only intensifying.
Consumers crave consistency. And in a sea of volatility, fintech companies that radiate stability—through both technology and human connection—can win the hearts, minds, and long-term business of their users. This means clear guarantees (e.g., “No surprise fees, ever”), empathetic customer support, and a reassuring cadence of communication.
The loyalty play & CRM: Building real connections
Modern loyalty programs have matured far beyond points and punch cards. Today, it’s about crafting a holistic, personalized experience—think cashback for gas savings, contextual rewards based on past purchases, and proactive financial advice delivered via seamless digital channels.
A robust customer relationship management (CRM) system is the silent backbone of this effort. Data-driven insights now empower fintechs to truly understand how people spend, save, and stress. It’s the difference between guessing what your customer wants and knowing it before they do. With an integrated CRM, everyday engagement becomes individualized and meaningful.
This isn’t theoretical either. Fintech leaders like Chime, Ally, and Cash App have all doubled down on CRM-driven loyalty, offering everything from overdraft forgiveness to savings gamification. Why? Because customer acquisition costs are skyrocketing, but retention—earned through trust and tailored value—pays compounding dividends. In short, the power to retain is the power to win.
Feature shift: From a nice-to-have to a hard requirement
There was a time when a clever loyalty perk or basic CRM outreach could set you apart. But those days are long gone. Thanks to market maturation, features like real-time rewards, zero-fee ATM networks, or even 24/7 virtual support are now the baseline consumers demand.
What separates the leaders from the laggards isn’t who checks the most boxes—it’s who weaves these features into an ecosystem of trust and utility. Failing to keep up isn’t just a missed opportunity—it’s putting your brand on a fast track to irrelevance.
Case in point: Time and again, we see fintech upstarts that surge on a novel feature, only to stall when they fail to deliver ongoing value. In 2025, loyalty and CRM aren’t “extras”—they’re expected. Deliver them well, or risk being forgotten.
Targeting with precision: Reaching the right customers, right now
Nowadays, companies have unprecedented access to consumer (purchasing) data. As a result, targeting is no longer about guesswork—it’s about precision. And it might sound obvious, but it bears repeating: not every customer values or needs every offer the same way, and their needs are also often a moving target.
So identify and prioritize users who most need that extra 6 cents saved on a gallon of gas, or those for whom a bonus to their emergency fund could be a game changer. Hyper-targeting, executed respectfully and transparently, distinguishes your brand as attentive rather than intrusive.
Use your insights to support—not exploit—your audience. Tie personalized offers to genuine needs. Deep loyalty emerges when customers believe, “They get me, and they’re looking out for me.”
Don’t go it alone: The upside to partnerships
Not well-versed in the depths of consumer loyalty strategy and implementation? All good—that’s what partners are for.
Integrating with a third-party cashback provider like Upside is more than just adding a shiny new feature—it’s a strategic leap. Tie-in programs that unlock gas savings or grocery cashback on everyday purchases are lifelines for cost-sensitive and cash-strapped customers, especially in economic downturns and tough job markets.
Doing so would not only drive daily engagement with your tech, but it’ll also help shape the narrative around your brand to one that has consumers saying, “They really do care about helping you stretch every dollar.” Because it’s not about the discount—it’s about meaningful support for people where they feel it most, and when they need it most.
Making it real: Actionable steps for fintechs
So, how do you turn ideals into reality? Start by looking at your data, but don’t stop there. Layer in real conversations with customers, as their qualitative feedback (and hearing their pain points firsthand) can help you build CRM journeys that reflect both your values and your users’ true needs.
Humanize every touchpoint, digital or otherwise. Empower your brand’s support teams to resolve, not just respond. Personalize outreach beyond the standard “Dear [First Name]” email opener, and demonstrate a deeper understanding of life context, not just account activity.
Above all, hold your own company accountable. Regularly audit your loyalty programs for true user impact, not just surface metrics. Because innovation shouldn’t ever just stop at launch. Continuously reevaluate your partnerships, seek new positives for your clients, and align each addition with your core loyalty and CRM strategy. Find new ways to translate digital engagement into tangible value—and ensure that your customers feel seen, safe, and valued.
Brand affinity through emotion: Heart over hype
Financial decisions, at their core, are emotional. In fact, “people buy on emotion and justify with logic” is a common saying across sales and marketing teams, no matter the industry. The most successful fintech brands realize this, leaning into authentic storytelling and fostering feelings of community. Because your customers aren’t just accounts—they’re people navigating turbulent job markets, volatile economies, and uncertain futures.
When everything feels transactional, consumers gravitate to brands that give a damn. So highlight stories of collective resilience. Celebrate milestones with your users. Build brand rituals that evoke pride—whether it’s a custom bit of congratulations when someone reaches a savings goal or genuine apologies (and fixes) when things go sideways.
Brand affinity grows more from shared values and reliability than tech wizardry. And brands that engage emotionally see better customer retention, stronger word-of-mouth advertising, and—most importantly—deeper trust.
Rewrite the rules of customer experience & expectation
In uncertain times, strategy and empathy go hand in hand. Loyalty, robust CRM practices, and authentic emotional connection aren’t optional—they’re foundational for the longevity of your brand.
So here’s my challenge to fintech leaders, marketers, and technologists—invest in your customers the way you wish institutions had invested in you. And always ask yourself, “Are we building features, or are we building trust?” The future—and your customers—are waiting for your answer.
Envisionit has spent more than 20 years helping fintech firms navigate everything from digital revolutions to regulatory upheaval, and we can say this without reservation: Loyalty programs, CRM, and emotionally resonant brands are no longer side quests—they’re vital tactics. So, if you’re ready to give your brand a leg up in outpacing the competition, let’s talk.
