Market Data

Digital Trends in the Financial Services and Insurance Sector

By Stefan Tornquist,


The Digital Trends in the Financial Services and Insurance Sector report, produced by Econsultancy in partnership with Adobe, explores how digital is changing the competitive landscape of retail banking and insurance.

The report, which is based on a global survey of more than 330 marketers, discusses the challenges and opportunities that the digital shift presents to marketers in this sector.

Where there are interesting differences, the wider industry is compared with a subset of companies that are at the forefront of the industry. As the companies creating the change to which others are responding, this group is referred to as 'leaders'. A useful lens for comparison and inspiration, leaders display important differences from the rest of the sample, dubbed the mainstream. 

You'll discover findings around:

  • Financial services describes itself as being in the early stages of digital maturity, and every company in the study has room to advance.
  • Marketers in financial services are prioritizing digital readiness, and have already seen digital channels and content exert an increasing influence on sales.
  • The sector is having to compensate for new consumer habits, and appealing to this generation of customers is overwhelmingly the top issue for the mainstream.
  • Online budgets in financial services have risen steadily, and more than half are increasing their 2016 budget.

Downlad a copy of the report to learn more.

Contributing Authors

Stefan Tornquist

Vice President, Research, Econsultancy

More reports from Stefan Tornquist

Stefan Tornquist is the vice president of research for Econsultancy in New York. His team covers a wide range of digital marketing topics from tactical best practices to strategic transformation. Stefan’s research and commentary have been featured in The Wall Street Journal, Business Week and AdAge, as well as virtually every trade press outlet.

Table of contents

1. Foreword by Adobe

2. Executive summary

3. State of digital in financial services

4. Priorities, personalization and the customer experience

5. The digital sales imperative

6. Digital budgets rise with the opportunity

7. Priority and investment in marketing technology

8. Broker/Agent digital enablement

9. Appendix: Respondent Profiles


  • Pdf Disabled Digital Trends in the Financial Services and Insurance Sector (873 KB PDF)

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