by Kevin Windorf, CEO, FCS; CMO, 2112 Communications
Artificial intelligence is transforming marketing. Content is faster, cheaper, and endless. But for financial marketers, the challenge has not changed. It’s still about trust.
Clients aren’t craving more perfectly targeted product pages or algorithmically ranked articles. They want clarity in the products we offer. They want confidence in the services we deliver. They want to know who they’re doing business with, and what we stand for.
AI can’t fake that.
The most powerful thing your brand can do now? Be more human.
You don’t need to choose between automation and authenticity. You need to rebalance. Here are 5 ways to get it done:
- Shift from segmentation to sensitivity.
You already know about your clients’ assets and liabilities. But do you know about their anxiety level? Use the same tools that track flows and rebalancing to understand mood, timing, and intent. Read the room. What’s happening right now? A market dip, a liquidity event, a regulatory change, a volatile Fed week… what are your clients thinking about? Your best marketing isn’t always pre-programmed. Sometimes it’s a smart email from your strategist at the right moment.
- Turn your investment team into your best storytellers.
Your PMs, economists, CIOs are key parts of your “credibility engine.” Don’t overproduce them. Let them speak plainly. A shaky Zoom moment or a hand-sketched chart can outperform a polished video when the insights are fresh and the content is not over-produced.
- Reframe performance marketing as relationship marketing.
Yes, the CFO wants attribution. But not every click leads to a conversion. Some client touchpoints simply build confidence. Some spark curiosity. Some prove that your brand shows up thoughtfully and consistently – especially during uncertainty. And that’s how financial brands earn long-term loyalty.
- Treat first-party data as a privilege.
You’ve earned hard-won permission to engage. Don’t waste it on generic retargeting. Use that access to listen. Ask smart questions in your onboarding processes. Use client surveys not as vanity metrics but as empathy signals. Be transparent about how data shapes and improves the client experience.
- Make disclosures work for you, not against you.
Compliance disclaimers aren’t going away. But their tone and voice are still in your hands. Work with your compliance partners to use plain language and show your brand’s POV. Standout firms lead with “What this means for you” bullets in their disclosures. Humanized compliance content can actually build trust, especially when everyone else sounds like a bot.
Financial services is a low-trust, high-noise category. A human tone can give you an edge.
Your competitors are cranking out product pushes, impersonal commentary, and blurring promotions on repeat. Your opportunity? Lead with voice, not volume. Focus on presence, not just polish.
AI may be able to scale your message, but only people can make it affective.
So, don’t just sound like a financial brand. Sound like a financial partner.