In the ever-changing world of financial services, marketing success is all about understanding customer behaviour. At Hub, we put research at the heart of all our marketing, meaning we develop campaigns that not only resonate with our target audience but also build long-term trust and engagement.

Customer-Centric Marketing is No Longer Optional

For financial services, customer-centric marketing is no longer optional – it’s a strategic imperative. This was reinforced in the recent Ritson Mini MBA in Marketing I completed where market orientation was highlighted as best practice for modern marketers. Ritson’s teachings stressed the importance of not just focusing on customers but also the competitive landscape and broader market context to shape a truly customer-centric strategy.

Moneyfarm: Aligning Marketing to Customer Journeys

In our recent podcast, The Growth Engine, we spoke with Filippo Stefanelli, former CMO at Moneyfarm. He said that understanding the customer journey is key to creating effective marketing in financial services. As a digital wealth manager, Moneyfarm’s approach shows the power of research-driven insights in creating investment solutions that match individual needs. Many organisations fall into the trap of ignoring direct customer feedback which can lead to misaligned strategies. By actively seeking and incorporating this feedback, companies can match their products to customers’ changing needs.

Filippo’s comments reinforce the importance of putting Ritson’s principles into practice: combining customer research with market and competitor analysis to inform segmentation, targeting and positioning (STP). This means marketing strategies are not only customer-centric but also adaptive to the broader market.

How Financial Marketers Can Drive Customer-Centric Strategies

  1. Invest in Research Programs
    High-quality research is more than surveys and focus groups; it’s data analytics, behavioural insights and competitor analysis. For marketers, this means budget and resource allocation to ongoing, longitudinal research that identifies shifts in customer behaviour and market dynamics. Use these insights to inform segmentation, targeting and positioning (STP) as per Ritson to deliver campaigns that are relevant and impactful.
  2. Refine Your Segmentation for Precision Targeting
    Move beyond basic demographic segmentation to psychographic and behavioural criteria, including risk appetite, financial literacy and digital engagement preferences. This level of granularity allows you to craft differentiated messaging and experiences for various investor segments from novice savers to high-net-worth individuals looking for alternative investments.
  3. Be Transparent and Build Trust Through Communication
    While compliance may require clear disclosures, leading brands go further by proactively educating clients about fees, risks and investment strategies. Develop communication strategies that go beyond ticking boxes; position your brand as a trusted partner that values openness and empowers clients to make informed decisions.
  4. Use Data-Driven Personalisation at Scale
    Marketers must leverage data analytics to drive hyper-personalisation. Use predictive modelling to anticipate customer needs and preferences and deliver content, advice and recommendations that are timely and contextually relevant. Remember personalisation is not just about automation; it’s about delivering experiences that have a human touch and build long-term relationships.
  5. Integrate Emotional Intelligence into Marketing Campaigns
    Acknowledge the emotional drivers of investment decisions. Use your messaging to address concerns about market volatility and provide reassurance during times of uncertainty. Use behavioural economics to craft campaigns that resonate on both rational and emotional levels and increase client engagement.
  6. Develop Digital First Strategies with AI and Machine Learning
    The digital experience must be seamless and adaptive, with personalised touchpoints across channels. Senior marketers should explore AI and machine learning not just for automation but for creating responsive marketing systems that learn from customer interactions to optimise service and engagement.

Next Steps: Navigating the Changing Landscape

To stay ahead in this rapidly changing world senior marketers in financial services must be agile. Combining the latest research with a robust framework allows them to see around the corners and respond with precision. As Ritson’s principles and Moneyfarm’s example show, being customer-centric is more than understanding the customer; it’s having a view of the market and turning insights into strategies that deliver value for both the client and the business.

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