Marketing trends

Note from the editor

Marketing strategies can take an infinite number of forms.

Here, Banking Dive has gathered a collection of pieces that lay out some of the challenges and successes established banks and up-and-coming challengers have faced in their attempts to grow.

We explore the disappearing role of the CMO — which big names like Bank of America and Wells Fargo have jettisoned this year.

BankMobile details how it is pivoting its business model while recognizing it can't compete with rivals' marketing budgets. 

HMBradley, meanwhile, tells us what it's had to do when its business model works a little too well.

And a handful of platforms show us how to navigate expansion — be it Revolut's push into the U.S., Vast Bank's plans to offer crypto, a Georgia community bank's digital makeover courtesy of new management, or digital bank Novo's sudden absorption of a raft of new customers when a competitor shut down.

We also touch on the risk two brands are taking by dropping a pair of well-known marketing tools: Wells Fargo's stagecoach and Robinhood's digital confetti display. 

We hope you find this collection valuable to better serve your customers' needs.

Dan Ennis Editor

Bank of America poaches Citi's consumer-banking CMO

In taking a role as BofA's head of consumer and small-business products, Mary Hines Droesch becomes at least the second Citi marketing executive since July to leave for another big bank.

• Published Sept. 29, 2021

How BankMobile pivoted its business model in the face of competition

"Our pillar of being able to have a profitable, sustainable model — and as fast as possible — wasn't happening," CEO Luvleen Sidhu said, adding that competitors' marketing budgets were hard to match.

• Published Sept. 15, 2021

Revolut readies for US growth with marketing push, product expansions

Since launching quietly stateside last year, the fintech has rolled out a small-business banking product, applied for a bank charter, and has begun offering remittances between the U.S. and Mexico.

• Published Aug. 11, 2021

Vast Bank's new platform aims for the 'crypto curious'

"Banks for centuries have been safe keepers and custodians of what people value," said CEO Brad Scrivner. "And in today's world, that's now digital assets."

• Published Oct. 21, 2021

Georgia bank's new owners eye a digital makeover without losing the personal touch

ST Hldgs acquired Rochelle State Bank in June with the aim to bolster the single-branch institution's web portal and mobile options, while keeping the bank's close-knit model intact.

• Published Sept. 9, 2021

Wells Fargo jettisons stagecoach logo in latest credit-card design

• Published June 8, 2021

Robinhood axes its signature celebratory confetti displays

"If the focus of a conversation is around confetti and not around these people taking these first steps … then we've done something that's just off base," a company executive said.

• Published March 31, 2021

Neobank HMBradley shifts to invite-only, seeks more partner banks

The fintech has accepted more than $400 million in deposits since its 2019 launch and has seen a 300% increase in deposits since January, leading its partner to pump the brakes, its CEO said.

• Published July 22, 2021

Novo expands products, welcomes surge in users from Azlo

Digital bank said it gained 20,000 former Azlo customers in the 2½ months since Spanish lender BBVA said it planned to shutter the entrepreneur-focused startup.

• Published March 23, 2021

Digital bank for immigrants opens meet-up space in Miami

It's not typical for a digital bank to open a physical location in an effort to connect with customers, but Majority's CEO said it's important to have a presence in the communities they serve.

• Published March 18, 2021

Everything you need to know about marketing strategies in banking

Marketing strategies can take an infinite number of forms. In this Trendline, we'll explore the challenges and successes established banks and up-and-coming challengers have faced in their attempts to grow.

included in this trendline
  • How BankMobile pivoted its business model in the face of competition
  • Vast Bank's new platform aims for the 'crypto curious'
  • Georgia bank's new owners eye a digital makeover without losing the personal touch