Responding to next-gen challenger banks’ rising market share, heritage/legacy banks are heroing their long-standing history – specifically dependability – via ads that humorously champion the humdrum. Narratives include contrasting novel (and inadvisable) money-raising methods with their tried-and-tested approaches and spotlighting how time spent not banking can feed more rewarding enterprises.

Some banks are countering the shuttering of their local branches with in-person activations. Providing regular in-person touchpoints with a more topical focus than traditional destinations, they range from a bookshop selling customisable branded publications dedicated to healthier personal finances to those coaching (real-life connection-loving) Gen Zers in money management.

Teens and tweens want to be more in control of their finances but feel they lack the requisite knowledge (see Key Stats). Smart banks are responding by guiding their future consumers in places many of them frequent – ranging from Fortnite to kid-friendly ultra-analogue ‘finance pages’ newspapers and bank visits. Meanwhile, anti-#FinTok campaigns caution against blind belief in finfluencers.

Forward-thinking banks are leaning into internet culture-derived money personas and vernacular to connect with #FinTok-curious consumers. While currently limited to editorial and social media-based marketing content, there’s scope here for brands to develop coaching services. See also, Internet Money Lingo 101 in Internet Trends 101: Money Matters.

Some banks are harnessing agentic AI’s potential, which, unlike generative AI, doesn’t just respond to user questions but can carry out tasks semi-autonomously within apps and is capable of coaching consumers through savings goals, creating budgeting plans and buying and selling stocks. Some are even establishing guardrails such as gambling blockers.

Responding to skyrocketing scamming attempts driven by increased digital connectivity and con artists’ use of AI, banks are pioneering UX that identifies fraud, verifies whether it’s really the bank on the phone, protects mobile banking customers while they’re on the move and lets them undo erroneous payments.