Oct 23, 2026
The State of Digital Marketing in Fintech – Download the Free Report
Financial services and fintech marketers are balancing a lot right now: shifting channel investments, pressure to prove commercial impact, and the need to keep earning trust from a sceptical audience.
To see how teams are handling it, Accuracast have teamed up with the Fin.Tech Marketing Community to publish The State of Digital Marketing in Financial Services and Fintech 2026. The global benchmark draws on senior marketing decision makers and budget owners at banks, scale-up fintechs, asset managers, and other financial services firms.
It covers priorities, channel investment, technology adoption, and how teams manage trust in a highly regulated market.
What the Research Found
- Performance is solid, confidence is not. 70% say their digital performance meets or exceeds expectations, but fewer than one in six feel very confident that tools alone will give them a lasting competitive advantage. Respondents named execution quality as the main differentiator.
- Alignment is the long-term bet. Sales and marketing alignment carries the highest long-term expectations, with 60% expecting high returns.
- Search is evolving. Answer Engine Optimisation (AEO) is the most actively planned new investment for 2026.
- Technology is widely used, but not always measured. 75% use AI regularly, yet 44% have no formal integration strategy and 34% rely on informal indicators rather than set KPIs. Gains are strongest in content volume, speed and targeting, while impact on pipeline velocity, CAC and retention lags behind.
- Trust is part of the conversation. No respondents reported negative audience reactions to their use of AI, and 50% build audience trust risks into their governance policies.
Expected Role of Channels in Customer Acquisition Over 3-5 Years
“The findings suggest that financial services marketers have moved beyond the adoption phase of AI and into a much harder challenge: turning operational efficiency into measurable commercial advantage. As digital channels become increasingly commoditised, the organisations that establish rigorous performance frameworks, integrate marketing more closely with revenue teams, and earn audience trust at scale will be best positioned to outperform their peers.”
-Farhad Divecha, Group CEO of Accuracast
Whether you’re benchmarking your own approach or shaping your plans for the year ahead, the report is a useful reference point.
If you’d like to talk through what the findings mean for your marketing, just reply to this email and we’ll set up a conversation.
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