Jim Marous: Study finds financial marketing invests $250 million in content, $110 million in data

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23.10.2026

Jim Marous: Study finds financial marketing invests $250 million in content, $110 million in data — Financial marketing's content and data funding gap

A new research report on the 2026 State of Financial Marketing finds that the industry is advancing its language more rapidly than its infrastructural systems.

Jim Marous, publisher at The Financial Brand, highlighted that the sector allocates funding with $250 million going to content production and $110 million to data, revealing a key gap between these priorities.

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Jim Marous previously noted the shift among banks as they expanded digital platforms from support roles to key channels for customer transactions, as detailed in Financial institutions expanded digital banking roles. In an earlier report, he also highlighted that just 9% of financial marketers were very confident in their marketing ROI and that 43% did not measure customer lifetime value, according to Jim Marous: Few financial marketers confident in their marketing ROI or customer lifetime value. The findings reflect ongoing challenges in aligning investment and measurement priorities.

This material may contain third-party opinions, none of the data and information on this webpage constitutes investment advice according to our Disclaimer. While we adhere to strict Editorial Integrity, this post may contain references to products from our partners.

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