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Top 5 Financial Services Trends to Watch in 2018

Jan 11 '18

The online landscape for Financial Services continues to evolve—and fast. Here are the top trends you should be aware of in 2018. 


#1 Content That Scales

Top financial services organizations like KKR, Blackstone, and Sequoia are shifting to focus on  content marketing strategy to better connect with their audiences and increase conversions.

To support the rise of vast amounts of new, personalized content and automated marketing funnels, an advanced CMS focused on content is essential. Here are a few examples of large financial services sites leveraging scalable content.

  • KKR’s site is built on the latest version of Drupal, a leading open-source content management system that supports robust workflows.

  • Sequoia Financial is using Hubspot for its marketing platform, which provides rich analytics data on site visitors in addition to automated marketing materials.

  • Blackstone is using Salesforce’s Pardot platform to support custom visitor cohorts for audience segmentation and email marketing.


#2 Mobile First Now

Mobile is no longer a buzzword—it is increasingly a differentiator between leaders in the financial space and those playing catch-up.

As Google moves towards a mobile-first index in 2018, companies that do not support an advanced mobile platform will lose a substantial amount of traffic to companies that are optimized for mobile.

Third & Grove clients in the financial sector are experiencing an average of 38% year over year increase for mobile traffic, and account for about 30 percent of total traffic in 2017.

With  customers turning to their phones first and Google prioritizing mobile in the SERPs, it’s time to ensure your mobile site can compete.


#3 Audience-Led Messaging

When financial services companies make large investments in content, they need to ensure that content is speaking to their users. The better they can tailor their messaging to user needs, the higher the conversions.

Understanding user motivations, frustrations, and emotional needs is essential. Here’s how we do it, and how we see financial firms evolving.

Persona Profile

We start by identifying: who is the site for? Who is our audience, what is their financial situation and how are they using the site? We deep dive into research and audience analysis to determine who they are.

The User’s Actions

Here’s where we start to get into a bulk of the research by identifying users actions through the funnel and understanding: What are there problems?

  • Awareness: What problem do they have and in what context or reason did this become a problem?

  • Research: How did the user search for a solution for the problem and find your site?

  • Education: How is the user educating themselves about your product?

Delight vs Anxiety

The next step is to determine: How does the user feel?

Where are they feeling challenged? Skeptical? Are there moments where they feel optimistic? By pairing this data with what we’ve collected we can create a better experience and understand where we need to prioritize.

Existing Touchpoints

Within the customer journey, does our existing content help users on their path? Where can we add additional content in the funnel? Does any of our content not match user’s feelings during the experience or the information they’re looking for?

Goals & KPIs in Funnel (Where do we fit?)

With this information we now want to determine what we want to accomplish. What are our goals and how will we measure these?

Content Strategy

Finally, what messaging do we need to create to accomplish our goals? We’ve mapped out the customer journey, their problems, and emotions and are ready to help solve them.


# 4 Accessibility

Accessibility for the disabled is becoming a huge legal and PR requirement for websites. As we move into 2018, large companies that want to ensure that all potential consumers are able to access their site should have an ADA-compatible site.

Search Term: ADA Website Compliance


#5 DDoS

The financial sector is a consistent target for DDoS attacks. For investment firms, this extends all the way down through portfolio companies, creating a much larger target vector.

Brands’ growing digital footprint is increasing the likelihood of malicious hacks and DDoS attacks of non-traditional targets.

Companies should be prepared for potential DDoS attacks to mitigate any risks of security compromises.


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