How Trust, Discovery & Influence Are Changing
The rules of financial marketing are changing — quickly.
Financial services has always been built on trust. But the ways that trust is earned, influence is created, and brands are discovered are being reshaped by fundamental changes in technology and buyer behavior.
At this brand-new FCS Summit, presented in partnership with LinkedIn, senior financial marketers and industry experts will examine three forces driving that transformation:
- The financial buyer is changing. New generations are bringing different expectations to how they discover, evaluate and engage with financial brands.
- Financial discovery is changing. AI and large language models are beginning to transform how buyers research companies, evaluate choices and receive recommendations.
- Financial influence is changing. Brand credibility increasingly reflects an ecosystem of voices — from executives and employees to customers, experts, creators and peers.
Over five sessions presenting new research, executive conversations and marketer perspectives, we’ll explore what these shifts mean for financial brands today — and how marketing leaders should be thinking about trust, visibility and influence as they plan for 2027.
AGENDA
| 2:30pm | Doors Open / Registration |
| 2:55pm | WELCOME Kevin Windorf, CEO, FCS |
| 3:00pm | THE NEW RULES OF TRUST IN FINANCIAL SERVICES Russell Messner, CMO, Financial Advisor Services, Vanguard |
| 3:30pm | THE FORCES RESHAPING TRUST & INFLUENCE IN FINANCIAL SERVICES New research from LinkedIn |
| 4:00pm | AI & THE FUTURE OF FINANCIAL DISCOVERY Kallana Warner ,VP, Performance Marketing & Media Strategy, Mastercard Davis McCain, Researcher, Profound, moderator |
| 4:30pm | Break |
| 4:40pm | THE NEW VOICES OF FINANCIAL INFLUENCE |
| 5:10pm | WHAT FINANCIAL MARKETERS SHOULD TAKE INTO 2027 |
| 5:40pm | SUMMIT SYNTHESIS Kevin Windorf, CEO, FCS |
| 5:45pm – 6:30pm | Cocktail Reception |
Join us for an afternoon of candid insights about what’s changing for financial brands and what it means for them and their marketing partners in the year ahead.
In keeping with the FCS philanthropic mission, this event will support several children’s charities, including Vanguard’s Strong Start for Kids.
The FCS would like to thank LinkedIn, our programming partner and corporate member, for developing this Summit’s content and agenda. We will also present the Summit in San Francisco at LinkedIn’s offices on Thursday, December 3rd.
