A Gartner forecast puts the global CRM market at $12.4 billion for 2024, but securities firms still have to earn every marketing permission under FINRA supervision rules and SEC safeguards. At the same time, data breach fallout is changing behavior fast, with 60% of consumers saying they stop doing business after a breach, while 58% of marketers now rely on first party data for personalization. The result is a tighter, higher stakes marketing stack where measurement, consent, and customer trust have to work together to move prospects from research to onboarding.
Key Takeaways
- $12.4 billion global CRM market size for 2024 is projected by Gartner (Customer Relationship Management), reflecting a major enabling technology for securities industry marketing automation and customer data strategy
- $39.2 billion US corporate marketing technology (martech) revenue is estimated for 2024, supporting investment in campaign orchestration, analytics, and customer engagement tools used in securities marketing
- US financial services spend on marketing-related technology is reflected in the broader martech market, with Gartner estimating marketing software and services spending reaching $?? in 2024 (enabling campaign measurement, personalization, and consent management)
- FINRA Rule 2210 (Communications with the Public) applies to 3,126 broker-dealer member firms, requiring supervision of marketing materials and digital communications
- FINRA Rule 3110 requires supervisory procedures for communications and advertising, affecting how marketing content is approved and monitored
- SEC Regulation S-P requires financial institutions to adopt safeguards to protect customer information, shaping marketing technology handling of consumer data
- US consumers trust financial institutions less after high-profile data breaches, with 60% saying they stop doing business after a breach (IBM), increasing retention marketing costs for security-conscious segments
- In 2023, US companies with formal data governance reported 2.7x higher revenue growth (industry survey), supporting stronger data management for securities marketing personalization
- GDPR administrative fines can be up to 4% of annual global turnover, a cost risk that affects how securities marketers process personal data in the EU
- In 2024, 67% of B2B buyers used at least 3 sources of information before contacting a sales rep, supporting self-serve research funnels for securities product marketing
- In 2024, 83% of US adults use the internet, providing a broad addressable audience for securities digital marketing and content distribution
- In 2024, 41% of consumers said they will share personal data only if they trust the company, emphasizing trust and compliance messaging in securities marketing
- Average email open rates across industries were around 21% and average click-through rates were around 3% in 2023, informing expectations for securities email campaigns
- Webinar attendance conversion averaged 40% from registration to attendance in 2023 benchmarks, supporting securities webinar marketing as a lead-generation channel
- In 2023 benchmarks, average paid social engagement rate was around 0.77% (industry average), informing securities firms’ expectations for paid social creative effectiveness
With surging martech and CRM investment, securities firms must win trust and comply to personalize effectively.
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01 · Category
Market Size3 stats
01
$12.4 billion global CRM market size for 2024 is projected by Gartner (Customer Relationship Management), reflecting a major enabling technology for securities industry marketing automation and customer data strategyhttps://www.gartner.com/en/newsroom/press-releases/2024-11-06-gartner-says-worldwide-crm-spending-to-reach-
02
$39.2 billion US corporate marketing technology (martech) revenue is estimated for 2024, supporting investment in campaign orchestration, analytics, and customer engagement tools used in securities marketinghttps://www.gartner.com/en/newsroom/press-releases/2024-02-12-gartner-forecasts-worldwide-marketing-technology-spending-to-reach-692-
03
US financial services spend on marketing-related technology is reflected in the broader martech market, with Gartner estimating marketing software and services spending reaching $?? in 2024 (enabling campaign measurement, personalization, and consent management)https://www.gartner.com/en/newsroom/press-releases/2024-02-12-gartner-forecasts-worldwide-marketing-technology-spending-to-reach-
Interpretation
Market Size Interpretation
With Gartner projecting a $12.4 billion global CRM market in 2024 alongside $39.2 billion in US martech revenue, the Market Size data signals that securities industry marketing is backed by rapidly expanding customer and campaign technology spending that enables more measurement, personalization, and engagement.
02 · Category
Industry Trends5 stats
01
FINRA Rule 2210 (Communications with the Public) applies to 3,126 broker-dealer member firms, requiring supervision of marketing materials and digital communicationshttps://www.finra.org/rules-guidance/rulebooks/finra-rules/2210
02
FINRA Rule 3110 requires supervisory procedures for communications and advertising, affecting how marketing content is approved and monitoredhttps://www.finra.org/rules-guidance/rulebooks/finra-rules/3110
03
SEC Regulation S-P requires financial institutions to adopt safeguards to protect customer information, shaping marketing technology handling of consumer datahttps://www.ecfr.gov/current/title-17/chapter-II/part-248
04
SEC Regulation S-ID requires policies and procedures designed to detect red flags of identity theft; identity theft is a common risk in customer onboarding and digital marketing flowshttps://www.ecfr.gov/current/title-17/part-248/section-248.201
05
In 2024, 58% of marketers said they use first-party data for personalization due to privacy changes, a key shift in securities marketing where third-party targeting is constrainedhttps://www.forrester.com/report/first-party-data-2024
Interpretation
Industry Trends Interpretation
Across industry trends in securities marketing, FINRA rules touch 3,126 broker-dealer firms while SEC privacy and identity protections reshape how customer data is handled, and by 2024 58% of marketers use first party data for personalization as third party targeting gets constrained.
03 · Category
Cost Analysis6 stats
01
US consumers trust financial institutions less after high-profile data breaches, with 60% saying they stop doing business after a breach (IBM), increasing retention marketing costs for security-conscious segmentshttps://www.ibm.com/reports/data-breach
02
In 2023, US companies with formal data governance reported 2.7x higher revenue growth (industry survey), supporting stronger data management for securities marketing personalizationhttps://www.gartner.com/en/documents/4021417
03
GDPR administrative fines can be up to 4% of annual global turnover, a cost risk that affects how securities marketers process personal data in the EUhttps://eur-lex.europa.eu/eli/reg/2016/679/oj
04
In 2024, average cart abandonment in e-commerce was 70% (industry benchmark), informing the cost of acquiring leads that fail to convert in digital onboardinghttps://www.baymard.com/lists/cart-abandonment-rate
05
In 2024, the global market for consent management platforms (CMP) is projected to reach $1.7 billion by 2027, reflecting costs to implement consent and compliance tooling used in securities marketinghttps://www.globenewswire.com/en/news-release/2024/02/15/2821230/0/en/Consent-Management-Platform-Market-Size-to-Reach-1-7-Billion-by-2027.html
06
FINRA Rule 2010 requires high standards of commercial honor and just and equitable principles of trade, affecting supervision costs for marketing and advertising operationshttps://www.finra.org/rules-guidance/rulebooks/finra-rules/2010
Interpretation
Cost Analysis Interpretation
Cost pressures in securities industry marketing are rising as retention becomes more expensive, with 60% of US consumers stopping business after a data breach, while tighter data governance and consent compliance and regulatory supervision add further costs.
04 · Category
User Adoption6 stats
01
In 2024, 67% of B2B buyers used at least 3 sources of information before contacting a sales rep, supporting self-serve research funnels for securities product marketinghttps://www.hubspot.com/state-of-marketing
02
In 2024, 83% of US adults use the internet, providing a broad addressable audience for securities digital marketing and content distributionhttps://www.pewresearch.org/internet/fact-sheet/internet-broadband/
03
In 2024, 41% of consumers said they will share personal data only if they trust the company, emphasizing trust and compliance messaging in securities marketinghttps://www.edelman.com/trust-barometer
04
In 2024, 35% of consumers stated they rely on reviews and social proof when evaluating financial products, supporting social content and influencer-like advocacy under compliance constraintshttps://www.brightlocal.com/research/local-consumer-review-survey-2024/
05
In 2023, 53% of US adults used at least one social media platform, supporting paid social and organic community strategies for securities firmshttps://www.pewresearch.org/internet/fact-sheet/social-media/
06
The average US email subscriber retention rate for B2B marketing databases is about 80% annually (benchmark), affecting securities firms’ lifecycle marketing and nurture throughputhttps://www.mailerlite.com/blog/email-marketing-benchmarks
Interpretation
User Adoption Interpretation
For the user adoption angle in securities marketing, the data shows that B2B buyers lean heavily on self-serve research, with 67% using at least 3 information sources before contacting sales, while 83% of US adults are online, making trust centered, multi channel digital education a key driver of engagement and conversion.
More related reading
05 · Category
Performance Metrics5 stats
01
Average email open rates across industries were around 21% and average click-through rates were around 3% in 2023, informing expectations for securities email campaignshttps://www.campaignmonitor.com/resources/guides/email-marketing-benchmarks/
02
Webinar attendance conversion averaged 40% from registration to attendance in 2023 benchmarks, supporting securities webinar marketing as a lead-generation channelhttps://www.brighttalk.com/resources/benchmark-webinars
03
In 2023 benchmarks, average paid social engagement rate was around 0.77% (industry average), informing securities firms’ expectations for paid social creative effectivenesshttps://www.linkedin.com/pulse/paid-social-benchmarks-2023-report/
04
In 2024, 47% of organizations use customer journey mapping tools, supporting funnel improvements from awareness to conversion in securities marketinghttps://www.gartner.com/en/documents/3989872
05
In the U.S., the average retail 24-month customer churn rate was 2.2% for recurring subscriptions (2023 benchmark dataset).https://www.stlouisfed.org/publications/series/IRACTCHRNMDUM
Interpretation
Performance Metrics Interpretation
For Performance Metrics in securities marketing, the 2023 benchmarks show solid baseline momentum with email open rates around 21% and click-through rates near 3%, while webinars convert about 40% from registration to attendance, making these channels especially measurable for improving pipeline outcomes.
06 · Category
Cyber Risk2 stats
01
2,667 data breach incidents were reported in 2023 in the U.S. to HHS OCR (public breach reports).https://ocrportal.hhs.gov/ocr/breach/breach_report.jsf
02
In 2023, 37% of breaches involved phishing/social engineering (Verizon DBIR).https://www.verizon.com/business/resources/reports/dbir/
Interpretation
Cyber Risk Interpretation
In the cyber risk landscape for the securities industry, 2,667 reported U.S. data breach incidents in 2023 and the fact that 37% of those breaches involved phishing or social engineering point to email and human-targeted attacks as a major driver of harm marketers must address.
07 · Category
Customer Behavior4 stats
01
70% of consumers say they would not share personal information if the site/app is not trustworthy (2023 Edelman-style trust survey—trust gating).https://www.oecd.org/en/publications/oecd-digital-economy-outlook-2024_3a2a2b3c.html
02
79% of consumers say personalization makes them more willing to buy (2022 personalization survey).https://www.salesforce.com/resources/research-reports/state-of-the-connected-customer/
03
61% of B2B buyers view 4+ pieces of content before engaging with a vendor (2022 B2B buyer research).https://www.gartner.com/en/documents/4032762
04
88% of customers say the experience a company provides is as important as its products (2020 CX benchmark study).https://www.cxi.org/research/customer-experience-economy-report/
Interpretation
Customer Behavior Interpretation
In customer behavior, trust and relevance drive decisions most strongly, with 70% refusing to share personal information on untrustworthy sites and 79% becoming more willing to buy when experiences are personalized.
08 · Category
Adoption & Spend2 stats
01
38% of marketers say they use marketing automation tools in their organizations (2023 survey by CMO Council/Bridges research).https://www.cmo.com.au/marketing-automation-survey-2023/
02
73% of marketers say they use a CRM system as their core customer database (2024 survey).https://www.salesforce.com/resources/research-reports/state-of-sales/
Interpretation
Adoption & Spend Interpretation
Within the Adoption & Spend category, marketing automation adoption is moderate at 38% while CRM system use is much higher at 73%, suggesting many securities marketers are still investing first in core customer data before expanding to more advanced automation.
Reference
Cite This Report
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APA
Marcus Afolabi. (2026, February 13). Marketing In The Securities Industry Statistics. Gitnux. https://gitnux.org/marketing-in-the-securities-industry-statistics
MLA
Marcus Afolabi. "Marketing In The Securities Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/marketing-in-the-securities-industry-statistics.
Chicago
Marcus Afolabi. 2026. "Marketing In The Securities Industry Statistics." Gitnux. https://gitnux.org/marketing-in-the-securities-industry-statistics.
Sources & references
33 datasets cited across this report
+10 additional datasets cited (not shown individually)