Serve not sell: the new role of finance brands

With the financial services industry still feeling a degree of the hangover and lost consumer trust caused by the GFC, the industry can take great pride in the role it’s played in the global COVID-19 crisis. Delivering products and support to market at a speed we’ve never seen before, industry players have embraced the change of roles – from being the cause to now the solution. 

In the latest episode of the Financial Marketer podcast The Dubs founder, Josh Frith, and senior client partner, enterprise financial services vertical at LinkedIn, Benedict Kingsmill discuss the new role of finance brands to serve and not sell, the demands of the role and the tactics finance brands are employing to successfully fulfill the role’s requirements. 

The Financial Marketer and Kingsmill discuss:

• • Why finance brands are doubling down on digital beyond just marketing
  • The demand for education and the new normals in financial services
  • Why financial services should look at its response to COVID-19 with pride
  • Why the role of finance brands is to serve and not sell
  • Building trust at scale and the importance of the voice of leadership
  • Why curation not content is the problem for finance brands
  • What asset managers can teach the rest of the industry