Bank marketing is entering 2026 at a moment of rapid change. Advances in technology, rising competition from nontraditional players and shifting customer expectations are redefining how financial institutions connect with their audiences. Drawing on recent client work and insights from ABA bank marketing surveys, Capital Performance Group has identified six trends shaping the year ahead.
Some priorities — such as brand awareness, personalization and data privacy — remain familiar. But the way banks are executing against them is evolving quickly. Others, including AI-driven productivity and a changing digital media mix, are newer forces transforming marketing strategies in real time. Across all six trends, a common theme emerges: marketing is becoming more accountable, more data-driven and more closely tied to business outcomes.
From using AI to scale content and improve efficiency, to building trust through transparent data practices, to proving marketing’s direct impact on revenue, 2026 will demand greater focus and intention from bank marketers. Those who treat these trends not as tactics, but as strategic imperatives, will be best positioned to drive growth and build lasting customer relationships in an increasingly competitive landscape.
Read Sammy Fiorino’s ABA Banking Journal article here.
