Gitnux/Report 2026

Marketing in the Fintech Industry Statistics

With 2024 adoption climbing to 13% of the global financial services workforce using generative AI at work, fintech marketers are pushing faster personalization while fraud attempts via digital channels rose to 44% of banks reporting them. Follow the tight link between customer expectations, funding momentum and measurement pressure, from $310.7B fintech revenue in 2024 to regtech growth and first party data demands after cookie deprecation.
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May 14, 2026Updated
Marketing in the Fintech Industry Statistics
Marcus EngströmWritten by Marcus Engström·Edited by Aisha Okonkwo·Fact-checked by Maya Johansson
Published ·Updated
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Fintech marketing is getting pulled in two directions at once. This year, 13% of the global financial services workforce already uses generative AI at work, while banks still reported 44% of fraud attempts coming through digital channels, reshaping what “trust” has to mean in every campaign. With digital users, spending, and compliance all moving fast, the statistics across growth, measurement, and personalization are more intertwined than most teams expect, and they raise the question of where budgets should actually go next.

Key Takeaways

  • 13% of the global financial-services workforce used generative AI at work in 2024, rising from 9% in 2023 (McKinsey estimate of generative AI adoption across industries, with Financial Services as a tracked sector).
  • In 2024, 44% of banks reported that they experienced fraud attempts via digital channels (share of banks).
  • In 2023, 64% of marketers said measurement is their biggest challenge post-cookie changes (measurement and attribution survey result).
  • The global fintech market is forecast to reach $310.7B in revenue in 2024 and grow to $576.1B by 2030 (fintech market revenue forecast).
  • The U.S. digital banking user base reached 169.6 million in 2024, representing 64.3% of the U.S. population (Federal Reserve Economic Data and industry tracking compiled by customer-banking market studies).
  • $48B in fintech investment was recorded globally in 2023 (global fintech funding total from industry tracker).
  • Online banking penetration in the UK reached 80% of adults in 2024 (share of adults using online banking).
  • In 2023, 74% of consumers expect businesses to understand their unique needs and preferences (customer expectation survey).
  • 3.3B people worldwide use social media, enabling social-channel acquisition campaigns in fintech (global social media user base).
  • Email generates $36 per $1 spent as a median ROI in 2024 (email marketing ROI benchmark).
  • For B2B marketing, the average email open rate is about 21.5% in 2024 (email engagement benchmark).
  • A 1-second improvement in page load time can increase conversions by 27% (widely cited web performance study linked to fintech landing pages).
  • In 2024, 31% of fintech marketers said they planned to increase spend on paid search (planned budget change in marketing channels).
  • In 2024, 24% of fintech marketers planned to increase spend on social advertising (planned budget change in marketing channels).
  • In 2024, 18% of fintech marketers planned to increase spend on influencer marketing (planned budget change in marketing channels).

Fintech growth is accelerating as marketers invest in AI, analytics, and digital customer journeys.

Related reading

02 · Category

Market Size6 stats

01
The global fintech market is forecast to reach $310.7B in revenue in 2024 and grow to $576.1B by 2030 (fintech market revenue forecast).[9]
02
The U.S. digital banking user base reached 169.6 million in 2024, representing 64.3% of the U.S. population (Federal Reserve Economic Data and industry tracking compiled by customer-banking market studies).[9]
03
$48B in fintech investment was recorded globally in 2023 (global fintech funding total from industry tracker).[10]
04
The marketing automation market in North America is projected to account for 37% of global revenue by 2028 (regional share forecast).[11]
05
US consumers spent $106.9B online for banking-related services in 2023 (including account/banking fees and related digital services), supporting demand for fintech-enabled digital journeys[12]
06
The global regtech market size reached $15.0B in 2023 and is forecast to reach $34.1B by 2030, indicating a growing compliance-and-regulation marketing funnel[13]
Interpretation

Market Size Interpretation

The market size signals a rapid expansion in fintech, with revenue forecast to jump from $310.7B in 2024 to $576.1B by 2030, while related segments like regtech are set to grow from $15.0B in 2023 to $34.1B by 2030, underscoring a sizable and widening opportunity for marketing across digital banking, automation, and compliance demand.

03 · Category

User Adoption9 stats

01
Online banking penetration in the UK reached 80% of adults in 2024 (share of adults using online banking).[9]
02
In 2023, 74% of consumers expect businesses to understand their unique needs and preferences (customer expectation survey).[14]
03
3.3B people worldwide use social media, enabling social-channel acquisition campaigns in fintech (global social media user base).[15]
04
52.6% of global internet users made at least one online purchase in 2023 (digitized commerce usage informing fintech e-commerce enablement marketing).[9]
05
In 2023, the UK Open Banking ecosystem had 130+ regulated participants contributing to API access (participation count).[16]
06
In 2024, 32% of global consumers use fintech apps for budgeting and money management (consumer app usage share).[17]
07
In 2024, 41% of consumers use mobile banking apps for account management (consumer app usage share).[17]
08
In 2024, 45% of consumers said they expect fraud protections and notifications as part of the digital banking experience[18]
09
In 2024, 70% of consumers say they prefer to interact with brands through mobile channels for banking-related questions[19]
Interpretation

User Adoption Interpretation

User adoption in fintech is being driven by mobile-first behavior and rising expectations, with 70% of consumers preferring mobile interactions for banking questions and 41% already using mobile banking apps for account management.

More related reading

04 · Category

Performance Metrics10 stats

01
Email generates $36 per $1 spent as a median ROI in 2024 (email marketing ROI benchmark).[20]
02
For B2B marketing, the average email open rate is about 21.5% in 2024 (email engagement benchmark).[21]
03
A 1-second improvement in page load time can increase conversions by 27% (widely cited web performance study linked to fintech landing pages).[22]
04
A/B testing can improve conversion rates by 10% or more in 2024 benchmarks for ecommerce and digital marketing (optimization effectiveness benchmark).[23]
05
In 2023, 56% of respondents reported that chatbots improved customer service response times (customer service effectiveness survey).[3]
06
In 2024, 55% of marketers reported that their organization increased investment in marketing analytics and measurement[24]
07
In 2023, 84% of financial institutions stated that they measure customer experience metrics to improve marketing and onboarding performance[3]
08
In 2024, 60% of organizations reported using marketing dashboards to track key performance indicators weekly or more frequently[25]
09
In 2024, 54% of financial institutions said they use personalized offers and targeting based on transaction behavior[26]
10
In 2024, 48% of marketers said they use content syndication to accelerate lead generation for B2B financial services[27]
Interpretation

Performance Metrics Interpretation

Performance metrics in fintech marketing are strengthening with analytics and optimization leading the way, as 60% of organizations track KPIs weekly or more and 54% of financial institutions personalize offers using transaction behavior, while tactics like faster pages and A/B testing can lift conversions by 27% and at least 10% respectively.

05 · Category

Cost Analysis3 stats

01
In 2024, 31% of fintech marketers said they planned to increase spend on paid search (planned budget change in marketing channels).[28]
02
In 2024, 24% of fintech marketers planned to increase spend on social advertising (planned budget change in marketing channels).[28]
03
In 2024, 18% of fintech marketers planned to increase spend on influencer marketing (planned budget change in marketing channels).[28]
Interpretation

Cost Analysis Interpretation

For Cost Analysis in fintech marketing, the biggest planned budget increases in 2024 are heading to paid search with 31% of marketers, followed by social advertising at 24% and influencer marketing at 18%, showing spending is concentrating most heavily on the highest-cost acquisition channel.
Reference

Cite This Report

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APA
Marcus Engström. (2026, February 13). Marketing In The Fintech Industry Statistics. Gitnux. https://gitnux.org/marketing-in-the-fintech-industry-statistics
MLA
Marcus Engström. "Marketing In The Fintech Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/marketing-in-the-fintech-industry-statistics.
Chicago
Marcus Engström. 2026. "Marketing In The Fintech Industry Statistics." Gitnux. https://gitnux.org/marketing-in-the-fintech-industry-statistics.

Sources & references

28 sources cited across this report

  1. mckinsey.com
  2. fsb.org
  3. gartner.com
  4. ibm.com
  5. eur-lex.europa.eu
  6. worldeconomicforum.org
  7. iabeurope.eu
  8. ecfr.gov
  9. statista.com
  10. home.kpmg
  11. grandviewresearch.com
  12. bea.gov
  13. precedenceresearch.com
  14. salesforce.com
  15. datareportal.com
  16. openbanking.org.uk
  17. bankrate.com
  18. trusteer.com
  19. gsma.com
  20. litmus.com
  21. campaignmonitor.com
  22. webperformancereports.com
  23. optimizely.com
  24. hubspot.com
  25. domo.com
  26. finextra.com
  27. g2.com
  28. marketingcharts.com