Influencer marketing has reached financial services. Nearly 83% of US marketers will use influencer marketing this year, per our forecast, with spend reaching $8.14 billion. That’s playing out for financial services and consumer-facing payment brands through the rise of finfluencers.

Influencer marketing can help payment brands shore up their marketing strategies now before their ad budget growth slows. After climbing 14.2% this year, payments digital ad spending will grow just 8.5% in 2025, per our forecast. Creator content can help marketers do more with less—especially when it comes to building brand awareness and tapping younger audiences.

Working with influencers is not without risk—but our survey suggests it’s worthwhile. Financial advice is a highly regulated space. Partnering with an influencer who is not trusted or qualified could create reputational or even legal damage. Payment brands that do their due diligence and select effective partners stand to gain heightened awareness and a stronger foundation for conversion efforts.