The Consumer Shifts Redefining Bank Marketing
If 2025 had a defining theme for banking, it was AI. From personalization to fraud prevention, its influence reached nearly every corner of the industry — and it isn’t slowing down anytime soon.
The only storyline that came close in shaping consumer behavior was inflation, forcing Americans to rethink how they spend, save, and choose financial partners.
As we look ahead, the question becomes: what will this year bring, and how can marketers stay ahead?
Let’s explore the top consumer shifts redefining how banks and credit unions should approach marketing execution in 2026.
AI as a Financial Co-Pilot — Not Just Automation
AI’s impact on consumers has been anything but uniform.
Some are diving in headfirst. When they want to know which bank offers the best high-yield savings account, they’re no longer “Googling” the answer, they’re asking ChatGPT. These consumers are often the earliest adopters of new digital tools, automations, and innovations in banking.
On the opposite end of the spectrum are consumers with a strong aversion to AI. They’re highly attuned to its perceived risks, from algorithmic bias (such as whether AI is influencing credit decisions fairly) to concerns about privacy and security. These consumers may be less likely to embrace a digital-first banking strategy.
Between these two groups sits a large, pragmatic middle. These consumers are largely neutral on AI. They may recognize it’s here to stay, or they may simply care that banking works efficiently, regardless of what powers the experience behind the scenes.
Wherever your customers or members fall on this spectrum — something Claritas can help identify through audience profile analysis — one expectation is becoming increasingly clear:
Consumers want financial institutions to help them make better decisions, not just process transactions.
AI-driven insights around budgeting, debt management, credit improvement, and savings optimization are quickly becoming table stakes in modern financial services.
How Claritas Helps
The Claritas Marketing Optimization Platform helps brands deliver the right message to the right people in the right place.
Using data and AI, it personalizes marketing across channels like email, websites, audio, and streaming TV. As campaigns run, the platform continuously learns what works best, automatically adjusting audiences, creative, and channel mix to improve performance.
Learn more here.
Trust, Fraud Protection, and Data Privacy Drive Choice
Some estimates suggest that as many as 1 in 5 Americans have experienced identity theft in their lifetime. Consumers are more aware than ever of fraud, data misuse, and security risks, making trust a defining factor in financial brand choice.
Banks and credit unions hold some of the most personal information a consumer can share. Security is no longer just a compliance requirement; it must become a brand promise.
That means financial institutions must also align with partners who protect the data they’re entrusted with, including CRM and customer/member information.
Questions to Ask Your Data Partners
- Are you SOC 2 compliant
- Are the people who handle our customer/member data PII certified?
- Do you support clean room environments for secure data sharing?
- Is our data encrypted in transit and at rest?
- How long is the data stored and where?
- Where does AI interact with our customer/member data, and what safeguards are in place?
If a partner can’t confidently answer these questions, it may be time to look elsewhere.
Consumer trust is too valuable to compromise.
Digital-First, Human-When-It-Matters
Consumers overwhelmingly prefer digital banking for everyday needs but still want human expertise during high-stakes moments:
- Mortgages
- Investments
- Financial stress
- Major life events
Bank branches are closing faster than they are opening, yet expectations for expert guidance remain high. Today’s mindset is increasingly:
“Let me self-serve… until I really need help.”
Video banking, live chat with escalation, and virtual appointment-based advisory services are growing but the challenge is knowing where to invest for maximum impact.
Start With Audience Understanding
The foundation is knowing your audiences deeply. Leverage segmentation built specifically for financial services to identify which customers, members, or prospects are entering high-stakes life stages. Then uncover:
- Which channels they engage with today
- Which experiences they expect tomorrow
- What messaging resonates most
From there, ensure your marketing strategy aligns with where your growth segments are telling you to go.
Bonus Tip: The Smart Way to Integrate AI
AI can analyze vast amounts of customer/member data to uncover patterns that would be impossible to identify manually. That deeper understanding allows marketers to move beyond generic offers like:
“Here’s a credit card promotion.”
…and toward relevance-driven messaging such as:
“You’re close to improving your credit score! Here’s how we can help.”
Consumers respond best to personalization tied to what’s happening in their lives, not one-size-fits-all campaigns.
What Else Can AI Help You Do?
- Automatically optimize conversions in real time
- Understand customer preferences, behaviors, and motivations
- Personalize content at scale
- Create dynamic customer journeys
- Improve satisfaction and loyalty
- Strengthen competitive advantage
Learn more about how Claritas is using AI to help banking clients today.
As consumer expectations continue to evolve from AI-powered guidance to heightened demands for trust, security, and human support when it matters most, banks and credit unions have a unique opportunity to lead with relevance and confidence. The institutions that win in 2026 will be those that truly understand their audiences, personalize engagement across channels, and build partnerships rooted in transparency and performance.
Claritas is here to help you navigate these shifts with the data, insights, and marketing optimization tools needed to drive growth. If you’re ready to explore more personalized strategies, access additional resources, or learn how we can support your institution through smarter targeting and AI-driven execution, connect with our team today.
