ArticlesPricing

Products

See All Solutions →
By ProductEMARKETER PRO+Analyst Access Program
By Use CaseDetermine Market SizingDevelop StrategiesAllocate BudgetBenchmark PerformanceWin New BusinessDevelop Go-to-Market StrategyStay InformedThought LeadershipSee All Use Cases →
Advertising & Sponsorship
Boost your brand and generate demand with media programs.
Learn More →

Events & Resources

Learning Center
Read through guides, explore resource hubs, and sample our coverage.
Learn More →
Events
Register for an upcoming webinar and track which industry events our analysts attend.
Learn More →
Podcasts
Listen to our podcast, Behind the Numbers for the latest news and insights.
Learn More →

Topics

See All Topics →
Advertising & MarketingSocial MediaContent MarketingEmail MarketingVideoBrowse All →
Ecommerce & RetailEcommerce SalesMcommerceRetail SalesSocial CommerceBrowse All →
Financial ServicesBankingPaymentsFintechWealth ManagementBrowse All →
GeographiesAsia-PacificCentral & Eastern EuropeLatin AmericaMiddle East & AfricaNorth AmericaWestern Europe
HealthValue-Based CareDigital TherapeuticsTelehealthOnline PharmacyBrowse All →
TechnologyConnected Devices5GArtificial Intelligence (AI)Browse All →
More IndustriesReal EstateCustomer ExperienceB2BTravelSmall Business (SMB)Browse All →

Latest Articles

Explore our Research →

The big answers: EMARKETER Daily quiz

Article |
 Jul 31, 2025

Competitive conquesting gains ground among RMNs

Article |
 Jul 31, 2025

Parents prioritize value, convenience during back-to-school shopping

Article |
 Jul 31, 2025

CVS’ Q2 earnings please investors as competitors falter

Article |
 Jul 31, 2025

Consumers unwilling to pay for AI features

Article |
 Jul 30, 2025

Loyalty on the line: How price increases are reshaping consumer choice

Article |
 Jul 30, 2025

Revolut could soon become a full-service US bank

Article |
 Jul 30, 2025

Q2 consumer spending picks up slightly from Q1 but is well short of last year’s growth

Article |
 Jul 30, 2025

Younger generations concerned most with cost of living

Article |
 Jul 29, 2025

Brands prioritizing engagement, loyalty in influencer marketing

Article |
 Jul 29, 2025
Browse All →

About

Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More →
Our Clients
Key decision-makers share why they find EMARKETER so critical.
Learn More →
Our People
Take a look into our corporate culture and view our open roles.
Join the Team →
Our Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More →
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More →
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us →
EMARKETER

Banking Trends to Watch in 2025

Banks Look to BaaS, Open Banking, Financial Media Networks, NFC-Enabled Wallets, and Branches for Growth

Report by Tiffani Montez, Maria Elm, David Morris  |  Jan 3, 2025

Top Trends to Watch in 2025

Need-to-Know Trends Across 12 Industries and 6 Regions

more
See All
Download
Report
Share
Table of Contents
The BaaS compliance crackdown will shift market power to larger FIs
Banks will push forward with personalization despite open banking regulatory tensions
FMN launches will surge as FIs chase ad dollars
Apple NFC opens doors for wallet competition
Banks bet big on branches as a growth engine and financial hub
Sources
Media Gallery
About This Report
Reeling from 2024’s challenges, financial institutions must embrace bold strategies in 2025 to future-proof their businesses in a landscape plagued by economic, competitive, and regulatory pressures.
Topics
Financial Services
Banking
United States
Table of Contents
The BaaS compliance crackdown will shift market power to larger FIs
Banks will push forward with personalization despite open banking regulatory tensions
FMN launches will surge as FIs chase ad dollars
Apple NFC opens doors for wallet competition
Banks bet big on branches as a growth engine and financial hub
Sources
Media Gallery

After a turbulent year of rising costs, weak loan demand, and tighter regulations, 2025 will test financial institutions (FIs) like never before. To adapt and thrive, they will reinvent themselves with bold strategies and innovation—or risk falling behind in an ever-evolving landscape.

Here’s what’s in the full report

1file

Exportable files for easy reading, analysis and sharing.

5charts

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. The BaaS compliance crackdown will shift market power to larger FIs
  2. Banks will push forward with personalization despite open banking regulatory tensions
  3. FMN launches will surge as FIs chase ad dollars
  1. Apple NFC opens doors for wallet competition
  2. Banks bet big on branches as a growth engine and financial hub
  3. Sources
  1. Media Gallery

Charts in This Report

Most Sponsor Banks of Fintechs Face Compliance Costs Exceeding $100,000 (% of US sponsor banks that lost money due to compliance violations, by amount, June 2024)Consumers Are Ready to Swap Data for Personalized Marketing and Financial Advice, (% of US mobile banking users, Sep 2024)
FMNs Will Make Up Just a Fraction of Total Ad Spend—but Their Growth Will Be Enormous (billions in US financial media network (FMN) ad spending and % of digital ad spending, 2023-2026)QR Codes Trail App Payments and Tap-and-Pay Among In-Store Mobile Payment Methods (% of US adults who used their phone to pay in-store, Nov 2023)
Consumers Still Prioritize Branches When Selecting a New Bank (% of US checking/savings account users, Oct 2024)

authors

Tiffani Montez, Maria Elm, David Morris

Contributors

Lauren Ashcraft
Suzy Davidkhanian
VP, Content
Donte Gibson
Senior Charts Editor
Amy Rotondo
Director, US Research
Matt Torpey
Senior Chart Editor
Julia Woolever
Ali Young
Senior Copy Editor
Already have a subscription?Sign In

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

Become a Client
Unlock Unlimited Insights with PRO+
Schedule a Demo