Five trends shaping the future of finance and utilities: what marketers need to know

By Chris Blower, Finance & Telco Client Partner at Awin

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November 1, 2024 | 8 min read

The finance and utilities sectors are undergoing a quiet evolution. As enhancements in technology (think AI) progress rapidly, marketers are having to innovate to keep up with consumer demands. Those staying ahead of this technology curve will have the best chance of success. Chris Blower, finance & telco client partner at Awin, brings his 14+ years of industry experience to The Drum to highlight the core 2025 battlegrounds to prepare for.

From banking and insurance to mobile and broadband connectivity, these products significantly impact and enrich our daily lives. They are omnipresent, yet they don’t necessarily always enter our stream of consciousness in the same way you might obsess over a leather jacket or crave a getaway to Mauritius. As we turn towards 2025, what can marketers under these verticals expect, and what should they watch out for? First up, let’s look at regulation.

  1. Prepare for consumer behaviour changes alongside shifts in regulation

Regulation continues to be a dominant force shaping finance and utilities sectors, focusing on ensuring transparency and protecting consumer interests. For marketers, this means navigating continual changes and keeping on top of trends.

The energy sector has been a particularly interesting one to watch this year. A trend we’re now seeing is the increase in sales at key fix points in the year – April and September. Anecdotally, switching provider was reserved for New Year admin (see 2022, 2023), but we’re seeing a shift in behaviour where fixing or switching occurs at the point of the OFGEM price cap announcement.

Broadband has observed some notable changes in the past year too. One Touch Switch launched in September, to enhance the switching process: it’s now simpler for a consumer to change provider, which mirrors the changes made in the banking industry with the Current Account Switch Service “CASS” in 2013. The banking industry has since evolved with how consumers interface within the industry and has culminated in how banks trade online, some offering up to £200 per new customer acquisition.

Some key 2025 changes to be aware of are the Digital Operational resilience Act (DORA) focusing on cyber security standards within Financial Services; various reform to crypto regulations, and stricter regulation applied to net zero target omissions by 2050. Those that stay abreast of regulatory changes with a plan to tackle them head-on will be those that will benefit, and it will be intriguing to see how these new regulations impact marketers’ performance in 2025.

2. Take customer centricity to the next level in 2025

Personalization is no longer a luxury but a necessity. Targeted marketing campaigns and creative vehicles that address specific needs, marketers can enhance customer acquisition and loyalty. In the finance sector, this could involve personalized advice and product recommendations, while in the utilities sector, it may mean offering customized energy plans based on individual consumption patterns.

Additionally, customer-centricity involves improving the overall customer experience. This can be achieved through seamless digital interactions, responsive customer service, and proactive communication. For example, chatbots provide instant support and personalized financial advice. They’re able to detect and diagnose service issues or enhance the interactive experience using multimodal outputs (think audio, visual). Investment in personalization and in the customer experience can foster a long-term loyalty with customers, improve retention and will likely do business again.

Here at Awin, we know how important this is for brands, which is why we’ve invested in ways our clients can make rapid UX changes to their onsite experience with no need to add to a developer’s to-do list. Find out how our MasterTag technology makes this possible.

3. Stay ahead of digital transformation and evolution

Digital transformation is not a new concept, but its evolution continues to drive changes in the finance and utilities sectors. The adoption of advanced technologies such as blockchain, AI, and the Internet of Things (IoT) is revolutionizing how these industries operate and interact with customers.

You’ll reap the rewards in 2025 if you can stay abreast of these technological advancements and understand how they can be leveraged to enhance growth. For instance, blockchain technology can provide greater transparency and security in financial transactions, which can be a strong and unique selling point to customers who value how businesses are going above and beyond to invest in processes. Similarly, IoT devices in the utilities sector can offer real-time data on energy usage, enabling marketers rich data sets to promote energy-efficient solutions and services or alternative tariffs, tailored to the customer.

Being on top of, and embracing, technology enhancements will allow companies to stay competitive and relevant in 2025 and beyond.

4. Harness brand power to stand out and stay competitive

Trust is paramount in finance and utilities sectors, as customers need to feel confident that their financial assets or essential services are in good hands. This can be reinforced by creating a strong, consistent brand message that correctly demonstrates values, mission, and commitment to customer satisfaction. Marketers should focus on authentic storytelling that reflects the above and tap into the types of customers that they are targeting.

An initiative that is gaining traction is brand-to-brand partnerships that enhance both brands’ perceptions by association. Within the finance and utility space, this means partnering with brands that hold similar values for mutually beneficial returns. Partners active on Awin’s platform can tap into the value of these brand relationships. For example, if a customer was to take a mobile phone contract, they could be presented with a new customer offer for a complementary bit of tech, or something entirely different such as gig tickets or DIY vouchers, depending on the partnership that's been formed. Find out how brand partnerships drive growth

5. Embed sustainability into product offerings

Sustainability and green finance are becoming central to the finance and utilities sectors, driven by the need to address climate change and promote environmental sustainability. The UK government has laid out a comprehensive Green Finance Strategy aimed at mobilizing private investment to support climate and environmental goals.

Green bonds and sustainable investment funds are on the rise, providing financial support for renewable energy projects, energy efficiency improvements, and other eco-friendly initiatives. For marketers, this trend presents an opportunity to highlight their company’s commitment to sustainability and attract environmentally conscious consumers, and to reinforce their desire to meet Net Zero 2050.

In the utilities sector, sustainability efforts include the adoption of renewable energy sources, smart grids, and energy-efficient technologies. Marketers can promote these initiatives through campaigns that emphasize the environmental benefits and cost savings for consumers. For example, a utility company that offers green energy plans can highlight the positive impact on the environment and the potential for lower energy bills.

Conclusion

It’s clear that all five topics are interwoven and can act as accelerators for growth in 2025. Finance and utilities sectors are poised for significant changes driven by regulation in 2025, alongside a desire for stronger customer centricity – whether that’s through user experience, personalization or digital transformation initiatives. For marketers, understanding trends across these facets and adapting their strategy accordingly is crucial for staying competitive and effectively engaging with their audiences.

On top of this, we’ve learnt that by having strong brand mission and values can enhance trust in these sectors, and with sustainability remaining at the forefront of a lot of people’s minds this creates a powerful combination.

Find out how Awin can support your brand in 2025, across all Finance and Telecoms industries.

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