Bank Marketing Strategy
Affiliate and performance marketing have become powerful windows into what consumers and businesses are really looking for in banking products. Each year, the Financial Industry Affiliate Marketing (FIAM) Report from Fintel Connect captures the pulse of financial publishers, comparison sites, and influencers — including major names like Forbes Advisor and NerdWallet — to understand what’s driving conversions, where audiences are shifting, and how brands can stay ahead.
The 2025 FIAM Report offers several key takeaways that financial institutions can use to guide marketing and acquisition strategy heading into 2026. Below, we’ve highlighted some of the most compelling insights — and how BankBound helps turn those insights into action.
1. Personal Loan Demand Doubles as Consumers Seek Debt Relief
In the U.S., anticipated demand for personal loans has doubled year-over-year, driven largely by rising credit card balances and consumers seeking ways to consolidate debt.
At the same time, business credit cards are climbing in popularity — another signal that entrepreneurs and small business owners are looking for flexible financing.
How BankBound Helps
BankBound partners with community banks and regional financial institutions to capture intent-driven loan traffic through paid and organic channels. Our digital campaigns are optimized for high-intent keywords (e.g., “debt consolidation loan near me,” “small business credit cards”) and built with strong conversion paths — so your bank is visible when consumers are ready to act.
2. Deposit Products Stay Competitive Amid High Rates
Even with the spotlight on lending products, deposit accounts like high-yield savings and CDs remain hot. Affiliates continue to feature these products because rates remain strong — and because consumers are searching for ways to make idle cash work harder.
How BankBound Helps
Our SEO and content strategies are built to help your deposit products compete. We identify high-volume local and national search trends (e.g., “best CD rates in [city]”) and build data-backed content that ranks, converts, and meets compliance standards. For paid media, BankBound can help structure interest rate–focused campaigns that drive qualified leads without inflating acquisition costs.
3. Email Marketing Takes the Lead for Affiliates
According to the report, email marketing has pulled ahead as the #1 tactic affiliates plan to use — signaling a shift toward owned audiences and first-party data strategies. Publishers are focusing more on building trust and loyalty within their subscriber bases, which mirrors how banks must think about nurturing relationships.
How BankBound Helps
We help financial brands bridge their paid, organic, and owned marketing efforts — turning leads into loyal customers. From developing drip email campaigns and newsletters to behavioral automation, BankBound ensures your institution is staying connected with prospects long after the first click.
4. Search Engine and GenAI Disruption Tops 2025 Challenges
Affiliates named search engine and GenAI changes as their #1 challenge going into 2025 — an early signal for banks that digital discovery is rapidly evolving. With AI-generated answers increasingly replacing traditional search results, the competition for visibility is intensifying.
How BankBound Helps
BankBound’s SEO team specializes in future-proofing financial content. We optimize sites and articles for structured data, “People Also Ask” opportunities, and AI-driven results while maintaining accessibility and compliance. By preparing now, banks can ensure they remain visible and relevant in a search landscape transformed by AI.
5. Competitive Product Offerings Matter More Than Payouts
A striking 74% of affiliates said a competitive product offering — not payout rates — is the deciding factor in whether they’ll promote a brand. Consumers and publishers alike are prioritizing real value: strong rates, flexible features, and transparent terms.
How BankBound Helps
Our team helps financial institutions position their products for maximum appeal. Through conversion-optimized landing pages, local SEO, and competitor benchmarking, BankBound ensures your offerings shine in comparison tables and review content — the very formats affiliates say drive the highest conversion rates.
Turning Affiliate Insights into Actionable Growth
The FIAM report doesn’t just reflect affiliate trends — it reveals broader shifts in consumer financial behavior. Rising debt balances, elevated rates, and new AI discovery tools are reshaping how people find and choose financial products.
That’s where BankBound comes in. We work exclusively with banks and credit unions to build data-driven marketing programs that align with these industry trends — from SEO and paid advertising to content strategy and conversion optimization.
Whether you’re planning to expand into new loan products, promote competitive deposit rates, or adapt to the changing search landscape, BankBound helps your institution turn market insight into measurable growth.
Explore the full report here: Fintel Connect 2025 Financial Industry Affiliate Marketing Report.
