Anyone noticing these new finance advertising trends?

[vikram1915]

Hey everyone,

I’ve been working in the finance space for a while now — mostly helping small firms and advisors figure out how to make their ads actually work. But lately, I’ve noticed something interesting: finance advertising doesn’t look or perform like it used to. The ads that once pulled in tons of leads are starting to flop, while newer, simpler ones are quietly crushing it. So I figured I’d share what I’ve been seeing and maybe see if others here are noticing the same shift.

A couple of years ago, every finance ad seemed to follow the same formula — some version of “Get your free consultation” or “Plan your future today.” It worked okay back then. But now, I’ve found that people just scroll past those messages. Maybe it’s ad fatigue, or maybe people are more skeptical of financial claims. Either way, the old playbook feels stale.

At first, I thought maybe it was just me or my audience. But when I talked to a few other marketers working in finance, they echoed the same thing — engagement rates have dropped, cost per lead is higher, and the people who do click are harder to convert. That’s when I started paying more attention to how the big players in finance advertising were adapting.

One trend that really stood out to me was educational content disguised as ads. I’ve seen more financial brands move toward value-first ads — like “3 Money Habits That Might Be Hurting You” instead of “Talk to Our Advisor.” These pieces don’t sell anything directly but build curiosity and trust. I tried something similar for a client (a small wealth planning firm), and the results were surprisingly good. CTR jumped by about 35%, and leads came in with more intent. It wasn’t a flashy funnel or a big creative change — just a shift in tone.

Another interesting change: short-form video is dominating. A year ago, finance ads were mostly text-heavy or static images, but now, even compliance-heavy firms are testing short clips with real people. There’s something about a face explaining a relatable financial situation that cuts through the noise. I tested a simple 20-second video ad — no script, just someone talking about “why budgeting apps don’t always work” — and it beat every polished graphic we’d been using. I guess authenticity sells better than polish in 2025.

Then there’s AI and automation — not in a futuristic “robots taking over marketing” way, but in subtle things like predictive audience targeting. Tools are getting smarter at figuring out who might actually engage with finance ads. I’m not super technical, but I tried experimenting with AI-based lookalike audiences, and it definitely helped bring the cost per lead down. Still, you need human oversight — the algorithms are great at finding “people like your best leads,” but not necessarily people who trust your message.

Something else I’ve learned (and this took me a while): trust signals are everything now. In finance, people are more cautious than ever about who they give their info to. I used to think small design tweaks — like adding testimonials or security icons — didn’t matter much. But they do. Especially when the copy is more conversational and less “corporate.” The moment you sound too polished, people assume it’s a hard sell.

Honestly, finance advertising feels like it’s moving toward something more human. Less jargon, more storytelling. Less “investment return” talk, more “real-life money wins.” And I’m here for it. I think we’re slowly shifting from lead-generation campaigns to relationship-building ones.

If you’re curious about the bigger picture behind all this, I found a really solid breakdown here: Top Finance Advertising Trends You Can’t Ignore. It goes deeper into the trends shaping 2025’s finance ad landscape, including how consumer trust, transparency, and personalized targeting are changing everything.

What I liked about that piece is how it points out that finance ads aren’t about “pushing offers” anymore — they’re about helping people make better financial choices. And that really sums up where I think the space is heading.

Anyway, that’s just my two cents. I’d love to hear if anyone else here has noticed similar shifts — like, have your finance campaigns started performing differently lately? Are you also finding that less “salesy” ads work better?

Sometimes I wonder if we’re finally past the stage of trying to outsmart the algorithm and just getting back to honest, helpful content. If that’s the case, I’m all for it.