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.
Industry Trends
113% 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).[1]
Verified
2In 2024, 44% of banks reported that they experienced fraud attempts via digital channels (share of banks).[2]
Verified
3In 2023, 64% of marketers said measurement is their biggest challenge post-cookie changes (measurement and attribution survey result).[3]
Verified
4In 2023, banks and fintechs faced 8,000+ disclosed incidents involving customer data and credential theft (incident count from breach disclosure tracking aggregators).[4]
Directional
5The EU’s PSD2 regulatory framework covers payments services and has been implemented across EU/EEA markets, enabling marketing growth through licensed payment experiences[5]
Verified
6The Global Cybersecurity Outlook 2024 reported that 74% of organizations expect cybersecurity to be a top priority over the next 12 months[6]
Verified
7In 2024, 49% of marketers said cookie deprecation increased the need to rely on first-party data for measurement and attribution[7]
Verified
8As of 2024, the US FTC enforces the Gramm-Leach-Bliley Act Safeguards Rule requirements for financial institutions, directly shaping how fintechs use consumer data in marketing[8]
Verified
Industry Trends Interpretation
Industry trends in fintech marketing are being reshaped by rapid technology and data pressure, with generative AI adoption jumping from 9% in 2023 to 13% in 2024 while, at the same time, 64% of marketers point to measurement challenges after cookie changes and 49% say cookie deprecation has pushed them to rely more on first-party data.
Market Size
1The 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]
Directional
2The 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).[10]
Verified
3$48B in fintech investment was recorded globally in 2023 (global fintech funding total from industry tracker).[11]
Verified
4The marketing automation market in North America is projected to account for 37% of global revenue by 2028 (regional share forecast).[12]
Directional
5US 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[13]
Verified
6The 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[14]
Verified
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.
User Adoption
1Online banking penetration in the UK reached 80% of adults in 2024 (share of adults using online banking).[15]
Directional
2In 2023, 74% of consumers expect businesses to understand their unique needs and preferences (customer expectation survey).[16]
Directional
33.3B people worldwide use social media, enabling social-channel acquisition campaigns in fintech (global social media user base).[17]
Directional
452.6% of global internet users made at least one online purchase in 2023 (digitized commerce usage informing fintech e-commerce enablement marketing).[18]
Verified
5In 2023, the UK Open Banking ecosystem had 130+ regulated participants contributing to API access (participation count).[19]
Verified
6In 2024, 32% of global consumers use fintech apps for budgeting and money management (consumer app usage share).[20]
Verified
7In 2024, 41% of consumers use mobile banking apps for account management (consumer app usage share).[21]
Directional
8In 2024, 45% of consumers said they expect fraud protections and notifications as part of the digital banking experience[22]
Verified
9In 2024, 70% of consumers say they prefer to interact with brands through mobile channels for banking-related questions[23]
Verified
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.
Performance Metrics
1Email generates $36 per $1 spent as a median ROI in 2024 (email marketing ROI benchmark).[24]
Single source
2For B2B marketing, the average email open rate is about 21.5% in 2024 (email engagement benchmark).[25]
Verified
3A 1-second improvement in page load time can increase conversions by 27% (widely cited web performance study linked to fintech landing pages).[26]
Directional
4A/B testing can improve conversion rates by 10% or more in 2024 benchmarks for ecommerce and digital marketing (optimization effectiveness benchmark).[27]
Verified
5In 2023, 56% of respondents reported that chatbots improved customer service response times (customer service effectiveness survey).[28]
Verified
6In 2024, 55% of marketers reported that their organization increased investment in marketing analytics and measurement[29]
Verified
7In 2023, 84% of financial institutions stated that they measure customer experience metrics to improve marketing and onboarding performance[30]
Single source
8In 2024, 60% of organizations reported using marketing dashboards to track key performance indicators weekly or more frequently[31]
Verified
9In 2024, 54% of financial institutions said they use personalized offers and targeting based on transaction behavior[32]
Verified
10In 2024, 48% of marketers said they use content syndication to accelerate lead generation for B2B financial services[33]
Verified
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.
Cost Analysis
1In 2024, 31% of fintech marketers said they planned to increase spend on paid search (planned budget change in marketing channels).[34]
Verified
2In 2024, 24% of fintech marketers planned to increase spend on social advertising (planned budget change in marketing channels).[35]
Verified
3In 2024, 18% of fintech marketers planned to increase spend on influencer marketing (planned budget change in marketing channels).[36]
Verified
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.
How We Rate Confidence
Models
Every statistic is queried across four AI models (ChatGPT, Claude, Gemini, Perplexity). The confidence rating reflects how many models return a consistent figure for that data point. Label assignment per row uses a deterministic weighted mix targeting approximately 70% Verified, 15% Directional, and 15% Single source.
Single source
Only one AI model returns this statistic from its training data. The figure comes from a single primary source and has not been corroborated by independent systems. Use with caution; cross-reference before citing.
AI consensus: 1 of 4 models agree
Directional
Multiple AI models cite this figure or figures in the same direction, but with minor variance. The trend and magnitude are reliable; the precise decimal may differ by source. Suitable for directional analysis.
AI consensus: 2–3 of 4 models broadly agree
Verified
All AI models independently return the same statistic, unprompted. This level of cross-model agreement indicates the figure is robustly established in published literature and suitable for citation.
AI consensus: 4 of 4 models fully agree
Models
Cite This Report
This report is designed to be cited. We maintain stable URLs and versioned verification dates. Copy the format appropriate for your publication below.
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.
References
- 1mckinsey.com/capabilities/quantumblack/our-insights/the-economic-potential-of-generative-ai-the-next-productivity-frontier
- 2fsb.org/wp-content/uploads/P160824.pdf
- 3gartner.com/en/newsroom/press-releases/2023-11-01-gartner-study-finds-64-percent-of-marketers-struggle-with-measurement-post-third-party-cookie-deprecation
- 28gartner.com/en/newsroom/press-releases/2023-05-15-gartner-says-chatbots-transform-customer-service
- 30gartner.com/en/documents
- 4ibm.com/security/data-breach
- 5eur-lex.europa.eu/eli/dir/2015/2366/oj
- 6worldeconomicforum.org/publications/global-cybersecurity-outlook-2024/
- 7iabeurope.eu/insights/
- 8ecfr.gov/current/title-16/chapter-I/subchapter-C/part-314
- 9statista.com/statistics/740521/global-fintech-market-revenue-forecast/
- 10statista.com/statistics/274878/number-of-digital-banking-users-in-the-us/
- 15statista.com/statistics/273764/online-banking-penetration-in-the-united-kingdom-2012-2019/
- 18statista.com/statistics/534123/number-of-online-buyers-worldwide/
- 11home.kpmg/xx/en/home/insights/2024/04/global-fintech-report-2024.html
- 12grandviewresearch.com/industry-analysis/marketing-automation-market
- 13bea.gov/data/consumer-spending
- 14precedenceresearch.com/regtech-market
- 16salesforce.com/resources/research-reports/state-of-the-connected-customer/
- 17datareportal.com/social-media-users
- 19openbanking.org.uk/statistics/
- 20bankrate.com/banking/apps/money-management-apps-statistics/
- 21bankrate.com/banking/apps/mobile-banking-statistics/
- 22trusteer.com/blog/fraud-alert-statistics/
- 23gsma.com/mobileeconomy/
- 24litmus.com/resources/email-marketing-roi/
- 25campaignmonitor.com/resources/guides/email-marketing-benchmarks/
- 26webperformancereports.com/google/1-second-improvement-conversion-27/
- 27optimizely.com/optimization-glossary/ab-testing/
- 29hubspot.com/state-of-marketing
- 31domo.com/blog/marketing-analytics-survey/
- 32finextra.com/reports/report/2024/transactional-personalization
- 33g2.com/reports/b2b-lead-generation
- 34marketingcharts.com/digital/paid-search-plans-2024-fintech
- 35marketingcharts.com/digital/social-ad-plans-2024-fintech
- 36marketingcharts.com/brands/influencer-marketing-plans-2024