Financial services marketing has outgrown the single-bank relationship

The industry that built its brands on branch networks and mass-reach media now serves a customer who banks by app: 54% manage accounts primarily on mobile, more than double 2017, while 73% engage banks beyond their main provider and 58% bought from a new provider in the past year. Media is shifting with them — US financial media networks will nearly double to $1.22 billion by 2026. Winning institutions are not simply spending more; they are rebuilding the marketing operating model, governing investment across channels as one and holding every partner to measurable value. VA helps financial services leaders orchestrate that ecosystem, optimise the media budget and prove ROI.