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Jim Marous: Most financial institutions lag in hyper-personalization for marketing in 2026

Jim Marous: Most financial institutions lag in hyper-personalization for marketing in 2026
Hyper-personalization adoption remains low in finance

Jim Marous, publisher at The Financial Brand, highlights that hyper-personalization is a widely used term in financial marketing, but only around 1% of institutions are actually implementing it.

He points to research indicating that 83% of institutions analyzed in the 2026 State of Financial Marketing study are at the level of segment-based personalization or below, reflecting limited adoption of advanced strategies.

Marous has previously examined how delays in bank innovation projects can be addressed, citing the potential of agile methods to transform outcomes in one analysis. He has also noted that banks often postpone impactful marketing due to incomplete customer data but maintain the ability to build targeted campaigns, according to his earlier reporting. These observations provide context for ongoing challenges with advanced personalization in financial marketing.

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