Banks Are Wasting 50% of Their Marketing Budget

The biggest competitive advantage in banking right now isn’t scale … it’s speed. According to PwC, GenAI is reshaping the balance of power across financial services, and the banks that move fastest will define the next era of growth. In fact, 58% of banking leaders believe generative and agentic AI will be the single most transformative force in the industry over the next three years, and 55% already consider it their top investment priority—more than any other sector in financial services. What’s truly disruptive is that AI is leveling the playing field. Smaller, more agile institutions now have access to the same intelligence, decision-making power, and client insights that once required massive scale. Speed—not size—is becoming the key differentiator. And this shift is pushing banks from asset-focused growth toward client-centered growth, where relevance, responsiveness, and rapid innovation drive real competitive advantage. Today, I’m joined on the Banking Transformed podcast by Sean Viergutz, Banking & Capital Markets Advisory Leader at PwC, to break down what this transformation means for leaders right now. We’ll explore how banks can redesign operating models, build new capacity for growth, and turn AI from a cost-saving tool into a true driver of client value.

Consumers don’t want more banking messages — they want relevance. And right now, most banks are wildly out of sync with what their communities actually need. Consumers want communication that reflects their neighborhood, life stage, and immediate financial needs — and broad, one-size-fits-all marketing isn’t effective. Hyperlocal strategies are emerging as some of the most powerful ways to drive acquisition, strengthen relationships, and capture market share. In this episode of Banking Transformed, I talk with Fred Cadena, Head of Client Strategy at Vericast, about how real-time data, household insights, and neighborhood-level trends are changing the way banks compete. Fred explains why “relevance beats reach,” how new mover and life-event signals drive growth, and what it takes to activate hyperlocal marketing without adding complexity. If your institution is seeking affordable, data-driven strategies to boost growth in 2025, this conversation provides a clear roadmap — and questions long-standing assumptions about how banks engage with their communities. This episode of Banking Transformed is sponsored by Vericast Vericast’s Hyperlocal Marketing solution is a fully managed, precision-engineered, data-driven approach to personalized digital advertising at the branch level enabling financial institutions to build stronger community connections, increase engagement and conversions, and optimize advertising spend for maximum impact. Vericast.com

In this video, Jim Marous broadcasts from Miami’s Wynwood Arts District — one of the most vibrant creative hubs in the world. Using the evolution of Wynwood as a backdrop, Jim explores why so many financial institutions struggle to differentiate, why creativity has become a strategic imperative, and how banks can learn from brands and artists unafraid to take bold, distinctive stands. From the history of Wynwood’s transformation to the sameness of today’s mobile banking experiences, Jim breaks down the hidden cost of playing it safe and what it will take for banks and credit unions to stand out in a crowded, commoditized marketplace. If you want your organization to compete on something other than price, convenience, or compliance, this episode is a wake-up call — and a path forward.

Today on Banking Transformed, I sit down with someone who never holds back – Kevin O’Leary from Shark Tank. We recorded this conversation live at the Catalyst Strategic Summit in Austin, where Kevin and I explored one of the biggest questions facing the industry today: What is the real future of retail banking—and where do smaller financial institutions still have a competitive edge? Kevin shares his unfiltered views on consolidation, regulation, innovation, leadership, and why he believes niche banks and credit unions may actually be better positioned than the giants if they’re willing to move faster, specialize, and rethink what value really means for customers.

The secret to breakthrough innovation isn't having more resources. It's all about learning faster. SpaceX went from near-bankruptcy to reshaping a $400 billion industry by compressing learning loops from years to weeks. This isn't just a space story. It's a blueprint for any regulated industry. If you change the speed of learning, you'll change the slope of performance. In this video, I share four lessons and one 90-day framework to compress your innovation cycles from months to weeks. Only 11% of banks have successfully scaled digital innovation, and 70% of executives expect non-traditional players to dominate by 2030. The winners won't be the largest institutions. They'll be those who disrupt themselves first. The question is whether your institution is ready?

In this episode of Banking Transformed, Jim Marous exposes why digital transformation in banking is still more myth than reality. Despite massive investment and ambitious strategies, only 7% of banks achieve their intended digital outcomes. Drawing on insights from the 2025 Retail Banking Trends and Priorities Report sponsored by Q2, Jim explores the leadership blind spots, cultural barriers, and misplaced priorities that are undermining progress across the industry. He reveals how institutions are chasing digital experiences while ignoring the crumbling core systems beneath them — and why leadership, not technology, remains the ultimate obstacle to change. Listeners will learn why most digital initiatives fail, how legacy systems cripple innovation, and why true AI success depends on human intelligence rather than automation.

Fraud is no longer just a downstream cleanup issue. It’s a direct result of cyber incidents that outpace our organizational structures. Siloed teams still overlook weak signals, coordinated attacks manage to get through, and losses grow across different channels. That’s why banking leaders need a new strategy: one that treats fraud and cybersecurity as a unified defense, sharing intelligence, standard procedures, and real-time decision-making. In this episode of Banking Transformed, we’ll explain how cyber-enabled fraud actually occurs, why traditional structures don’t work, and what it takes to stay ahead. We’ll also explore the GenAI factor, looking at how attackers are scaling deception and how banks can respond with smarter profiling and faster, smoother decision-making. Joining me is Laura Quevedo, Executive Vice President, Fraud & Decisioning Solutions at Mastercard, a leader at the center of payment resiliency, financial crime prevention, and risk decisioning. She will share how integrated teams and shared intelligence are changing outcomes for institutions worldwide. For banking leaders tasked with protecting their institutions and customers in this new era of converged threats, this conversation offers a practical roadmap for building truly resilient defenses. Because the question is no longer whether your fraud and cyber teams should work together, but how quickly you can make it happen.

Today, I’m excited to welcome Colton Pond and Simon Taylor, the visionary co-founders of Fintech NerdCon to the Banking Transformed podcast. Fintech NerdCon is an event with no meetings, no sales booths … just top-tier networking with fintech operators and builders. It’s what happens when a fintech passion, Comic-Con energy, and genuine community building come together. In this conversation, we’ll explore why they believe the fintech conference circuit needs disruption, how they’re creating a different kind of community experience, and what banks, fintechs, and ecosystem builders should focus on to succeed in the industry’s next phase. In addition, they provide an inside look into what will make this event different from any the banking industry has ever experienced.

Today, we're exploring one of banking's most vital yet often overlooked functions: corporate banking account analysis. Though it might not seem glamorous, this is where billions of dollars in revenue are gained or lost, and where the gap between a loyal corporate client and a frustrated one is often decided. Joining us on the Banking Transformed podcast is Dan Gill, Industry Analyst at Zafin, an AI-powered banking platform that's revolutionizing how banks handle pricing, billing, and customer relationships. In a time when corporate clients demand transparency and banks face challenges with legacy systems and scattered data, the account analysis function has become a key strategic area. We'll explore how modern AI and unified data platforms are addressing long-standing issues, including revenue loss, manual fee calculations, and unclear reporting that frustrates CFOs. Whether you're in banking, fintech, or simply interested in how corporate finance operates behind the scenes, this conversation will reveal the significant transformation underway in this field. This episode of Banking Transformed is sponsored by Zafin Zafin's Loyalty Rewards capability helps banks deepen customer engagement by rewarding behaviors across the entire banking journey, not just their transactions and spends. It offers behavior-based incentives, flexible point strategies, and personalized rewards, moving beyond traditional spend-based models. With seamless integration and real-time analytics, banks can optimize loyalty programs to enhance customer lifetime value and drive sustainable growth. Visit https://zafin.com/insights/banking-blueprints/?videos

Financial institutions are overwhelmed with customer data but lack meaningful insights. Banks and credit unions find it difficult to accurately identify their customers across scattered digital channels, monitor customer behavior from the initial contact to conversion, and demonstrate which marketing efforts truly produce results … all while complying with strict data privacy laws. Today on the Banking Transformed podcast, we're tackling these issues with Harmon Lyons, Vice President of Strategy and Market Development at TransUnion. We'll discuss full-funnel marketing strategies for financial services that blend brand awareness with acquisition tactics, achieving up to 40% improvements in identity completion. This allows banks and credit unions to finally demonstrate ROI and link marketing efforts directly to conversions. If you're a financial services marketer facing customer data fragmentation, attribution challenges, or privacy compliance concerns, this episode offers actionable strategies for enhancing campaign performance in 2025. This episode of Banking Transformed is sponsored by TransUnion TransUnion brings clarity to marketing chaos by delivering a 360-degree view of your customer, helping you deepen your insights, accelerate your decision making, and better measure the impact of every marketing dollar. For more information: Bring Clarity to Chaos | TransUnion