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When is it time for banks to find a new creative partner?

The strategy: We recently covered how banks should know which partnerships are worth investing in, and criteria banks can use to evaluate third-party marketing partnerships when the time is right. But a recent article by Banking Exchange raised an important question: How do banks know when it’s time to swap creative partners?

The findings: Financial services marketing is evolving rapidly due to shifting demographics, loss of brand trust, and the rise of fintech and digital tools. And younger consumers (e.g., Gen Z) have different financial habits and lower institutional trust, requiring new communication strategies tailored to their preferences. As a result, financial brands are moving toward more agile partners that offer flexibility, speed, and specialized expertise.

What to watch out for: These signs of friction can mean it’s time to have a conversation with your marketing partners—or consider moving on.

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