Top 7 trends affecting fintech marketing in 2025

Ah, 2024. What a year it was for fintech marketing. GenAI dominated fintech headlines. Global regulatory shifts and open banking rules created new opportunities and challenges. Apple introduced enhanced privacy measures and Google kept third party cookies in Chrome.

High-profile breaches and global outages underscored the importance of cybersecurity.

Buy now, pay later (BNPL) services set records on Cyber Monday according to Adobe Analytics, with $991.2M in spending (up 5% YoY). And partnerships between fintechs and non-financial brands surged as embedded finance moved from a trend to a mainstay service in day-to-day business, expanding 25% over two years to $185B.

And from countless conversations with clients, prospects, and industry leaders, I was able to observe a few more recurring themes: With fintech funding down, budgets were tight and marketers were being asked to do more with less. Fintech marketers and sales teams remained misaligned. And the fintech industry was still stuck in a sea of sameness, with brands struggling to stand out in crowded, jargon-filled markets.

Let’s take a closer look at seven trends that shaped fintech marketing in 2024 and what we can expect in 2025, along with a few insights and tips on how these developments could impact fintech marketing strategies.

1.) Fintech marketing and GenAI

2024 Recap: This will be remembered as the year that GenAI really found its footing in fintech, powering customer support, automating fraud detection, and—for marketers—revolutionizing workflows. GenAI dominated conversations at Money20/20. And marketing teams used AI for hyper-targeted campaigns, content creation, and data analysis.

2025 Outlook: The future looks very bright for GenAi in fintech, for both consumer and organizational applications—which should surprise no one. For marketers’ day-to-day activities, GenAI will likely play an even larger role in asset creation. And AI-powered insights will enable deeper segmentation and predictive analytics for campaign optimizations.

As AI continues to solidify its position as a cornerstone of innovation in financial technology, fintech marketers will increasingly be expected to communicate their organization’s AI initiatives with clarity and precision. Beyond buzzwords, you’ll need to highlight tangible use cases to demonstrate the value AI brings to both customers and stakeholders.

Watch for advancements in AI regulation and ethical guidelines, which will shape how fintech brands communicate transparency and trust.
Explore AI-driven marketing efficiencies—like customer journey mapping (check out MyMap.AI, a free customer journey mapping tool)—to increase efficiency and capability.
Stay in contact with leadership and product development to understand AI’s role at your organization.

Callout: Check out my Insights from Money20/20 2024

2.) Fintech marketing and cross-border payments

2024 Recap: The fintech industry saw growth in real-time cross-border payments, with players like Ripple and SWIFT improving system interactions. Digital wallets and blockchain also streamlined transactions across borders. But, according to a recent McKinsey & Company report, as global payment systems became simpler for consumers, they grew more complex for providers due to trends in digital payments, instant transactions, and digital currencies.

2025 Outlook: Increased collaboration between governments, financial organizations, and fintechs will drive regulatory standardization and demand a more refined infrastructure, further enhancing payment speed and reducing costs—but keeping marketers in a perpetual state of confusion. AI will also likely be commonly employed to enhance fraud prevention in this area.

Cross-border payments offer real growth opportunities, but differing and emerging regulations across multiple regions will make consistent messaging difficult. And educating audiences about the convenience and security of these systems without overwhelming them with complex backend processes—such as blockchain or ISO 20022 messaging standards—is another challenge that will keep fintech marketers on their toes.

Highlight ease, speed, and transparency in your messaging—keep it simple, but be prepared to get technical.
Emphasize partnerships that showcase your company’s commitment to global accessibility.
Understand all regulatory requirements within the total addressable market, and stay updated as your organization’s reach expands.

3.) Fintech marketing and embedded finance

2024 Recap: Embedded finance grew across a ton of different industries—from retail to healthcare—creating financial services that are both invisible and increasingly essential. Marqeta’s 2024 “State of Payments” report reveals that 78% of U.S. consumers rely on at least one financial service provider in addition to their primary bank. And we watched partnerships between fintechs and non-financial platforms soar.

2025 Outlook: Expect tighter integrations and even wider adoption of embedded finance, particularly in SMB lending, payroll advances, and B2B invoicing. A recent report from BCG suggests that embedded finance will be a $320B market by 2030, with SMBs comprising about half ($150B). And big tech companies will likely expand their fintech offerings further to enhance customer experiences and drive new revenue streams.

Embedded finance has faced challenges, particularly around security, regulatory compliance, and customer trust. The integration of financial services into non-financial platforms can expose vulnerabilities to fraud and cyberattacks, especially when these platforms lack security at the level of traditional financial institutions.

These challenges are driving increased oversight and calls for stronger protections in the industry. As embedded finance continues to grow, you’ll likely see more regulations and consumer guardrails introduced.

Create a library of educational assets for audience segments throughout the marketing funnel covering how embedded finance simplifies life.
Case studies and success stories will be invaluable for showcasing practical benefits to both businesses and end-users, as well as establishing trust in both the capability and your organization.
Be prepared to talk shop with developers and other tech-minded stakeholders.

4.) Fintech marketing and consumer confidence

2024 Recap: High inflation and economic uncertainty tested consumer confidence. Fintechs responded with transparency in fees and greater financial education initiatives.

2025 Outlook: As economic conditions stabilize, consumer trust in fintechs will grow, but expectations for transparency and value will remain high.

Consumer confidence is closely linked to consumer expectations in fintech, as positive experiences and trust in digital financial services drive higher expectations for innovation, security, and user-friendly solutions. Overpromising in campaigns or failing to meet user expectations risks alienating customers, requiring significant investments in trust-building initiatives.

Double down on trust-building campaigns.
Use data-driven insights to empathize with consumer concerns and address them proactively.

Callout: See how you can move beyond functional features to stand out and build trust in fintech marketing.

5.) Fintech marketing and digital wallets

2024 Recap: Adoption of digital wallets soared, driven by convenience and the increasing digitalization of commerce. Apple Pay and Google Pay expanded their features, while more niche wallets like Paysafecard and Neteller also gained ground.

2025 Outlook: Expect digital wallets to evolve with enhanced security features and broader use cases, including integration with loyalty programs and BNPL options.

Digital wallets are becoming the new payment standard, but competition from giants like Apple and Google can make it hard for smaller players to stand out. Security concerns, such as data breaches, could also harm adoption rates. And “wallet fatigue”—being overwhelmed by too many subscriptions or loyalty programs, leading to a reluctance to add more—might drive consumers to stick with a few dominant providers.

Highlight security, convenience, and integration capabilities.
Partner with merchants to showcase real-world use cases in campaigns.

6.) Fintech marketing and BNPL

2024 Recap: BNPL faced also faced regulatory scrutiny but remained popular—as I mentioned earlier, it was actually a banner year. Providers diversified offerings, extending BNPL to new sectors like healthcare and education. But late in 2024, BNPL darling Klarna was hit with a $46M fine for violating anti-money laundering (AML) regulations, which might not affect overall consumer trust but will likely lead to increased oversight.

2025 Outlook: Stricter regulations will demand greater transparency, but BNPL adoption will likely continue to rise. Marketing will need to adapt to communicate terms clearly and creatively.

BNPL faces challenges from increasing regulation and rising consumer debt, which could generate negative press. Marketers must strike a balance between promoting BNPL’s convenience and educating users about responsible usage.

Stay ahead of regulatory changes.
Prioritize transparency and compliance in their marketing to maintain trust.
Focus messaging on financial responsibility and offer tools to help customers manage BNPL usage effectively.

7.) Fintech marketing and personalized banking services

2024 Recap: AI-driven personalization became a cornerstone of banking services, with tailored advice and product recommendations becoming the norm.

2025 Outlook: Personalized banking will expand further, leveraging real-time data to offer hyper-relevant experiences. Integration with digital wallets and wearables could redefine engagement.

Personalized banking services offer opportunities for deeper customer engagement but also raise concerns about privacy and data security. Excessive personalization risks feeling invasive, and failing to consistently deliver on tailored experiences could alienate users. Additionally, marketers must navigate a complex regulatory landscape, ensuring compliance with data privacy laws like GDPR while maintaining trust.

Invest in dynamic content creation to personalize touchpoints across the customer lifecycle.
Showcase success stories to illustrate the impact of personalized services.

Callout: Check out how fintech marketers can use data privacy as an advantage.

Fintech marketing in 2025

Just like 2024, the fintech landscape in 2025 promises immense opportunities and challenges. Marketers will need to stay informed, leverage new technologies, and craft campaigns that resonate deeply with their audiences. By paying attention to these trends, fintech marketers can position themselves as innovators.

Envisionit can help. Check out our work in the technology industry.

Let’s talk about how we can take your fintech marketing to the next level.