Insight Report

Beyond the downturn: the shift from performance to brand-led fintech marketing

A study of changing marketing priorities and investments by major fintechs in the UK, US and Europe. Fintech marketing is entering a bold new era. After weathering a turbulent few years marked by economic uncertainty, budget cuts, and layoffs, leading fintechs across the UK, Europe, and the US are shifting gears.

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This exclusive new report from CCGroup, a Hoffman Agency, reveals how today’s top B2B fintech marketers are pivoting from short-term performance marketing to long-term brand strategy.

Looking to refine your 2025 marketing plans, this is your essential guide to what’s next.

Who Should Read This?

This report is a must-read for:

- CMOs, VPs, and Heads of Marketing in fintech

- B2B marketers in financial services or emerging tech

- Content strategists, brand leads and growth marketers

- Anyone heading to Money20/20 Europe looking to stand out

Why it matters

The fintech “winter” forced teams to do more with less. But as the market stabilises, brand building is no longer optional—it’s mission-critical.

Backed by original data and real-world insights, this report provides the strategic toolkit you need to thrive in a high-pressure, reputation-led marketing environment.

From evolving marketing budgets and content trends to digital channel investment and measurement priorities, this is your field guide for the next two years of fintech marketing.

Get instant access to the full report and gain a competitive edge, download now!

What’s Inside?

Based on in-depth research with senior marketing leaders at major fintech firms, Beyond the Downturn delivers data-driven insights to help you benchmark your strategy and stay ahead of the curve.

Key Findings Include:

  • Budget Rebound: 69% of fintech marketers expect budgets to increase by 2026.

  • Top Priorities: PR (46%), brand strategy (41%), and ABM (36%) lead the agenda.

  • Content That Converts: Long-form video, webinars, podcasts, and analyst reports are the new essentials.

  • Channel Focus: Email, paid social, and YouTube dominate digital investment plans.

  • Sales Enablement Reimagined: ABM is accelerating to target high-value enterprise buyers.

  • Credibility Is King: Marketers are leaning into third-party validation and evidence-based content.

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