The new year is just around the corner, and many financial institutions are evaluating their budgets, and their marketing strategies, for 2027.

Digital marketing has never stood still, but it seems like the landscape is changing faster than ever. AI-generated answers are present for nearly every Google search, while customer expectations are rising.

Community banks and credit unions don’t need to chase every new trend to stay ahead. Your priority is understanding which changes will impact your customers and where your strategy needs to adjust.

As you plan for 2027, keep these five financial institution marketing trends on your radar.

Quick Answer

What marketing trends should financial institutions watch in 2027?

Five trends to watch are AI-powered search, more relevant customer communication, website accessibility, first-party data, and authentic photography and video. Each one affects how customers find, evaluate, and connect with community banks and credit unions.

Trend 1

For years, search engine optimization (SEO) was mostly about ranking on Google’s first page. That still matters, but financial institutions also need to consider how their content may appear in AI-powered search tools.

Between Google’s AI Overviews, ChatGPT, Gemini, and other tools, people can ask detailed questions and receive conveniently summarized answers without reviewing multiple pages first. This is great for consumers but can be a challenge for financial institutions.

Your website content can no longer focus solely on inserting keywords. It needs to answer real customer questions clearly, organize information logically, and make important details easy to verify.

Financial institutions that publish accurate, well-structured, helpful content may be better prepared for both traditional search and AI-assisted discovery.

What You Can Do

  • Answer common customer questions directly
  • Create educational content around products and services
  • Keep important website information current and accurate
  • Use clear headings, page structure, and internal links
  • Continue investing in technical SEO fundamentals

Looking for a starting point?

Our AI Optimization (AIO) services start with a complimentary audit to identify gaps and recommend next steps.

Request Your AIO Audit

Trend 2

Customers Expect More Relevant Communication

Consumers are surrounded by personalized experiences every day.

AI addresses them by name. Their favorite streaming service recommends shows they might like. Their shopping apps suggest products they might want. Their social media algorithms adapt to show them more of what they want to see.

As a result, customers are expecting more.

Understanding the needs of your audience can help you tailor your messaging to speak directly to the consumer. Every message doesn’t need to be individually personalized. Even basic audience segmentation can make communication more useful and easier to act on.

For example: A first-time homebuyer has different questions than someone purchasing another home. A new business owner may also need different resources than an established commercial customer planning for retirement or succession.

Understanding those differences can help your institution choose a more useful message, offer, and next step.

What You Can Do

  • Define the audience for each product or campaign
  • Create content for specific customer needs
  • Develop campaigns for different life stages
  • Segment email communication where appropriate
  • Prioritize relevance over volume

Learn more about forbinfi’s email marketing services.

Trend 3

Accessibility Is a Website Requirement

Your physical branches must meet accessibility requirements. Your digital branch should also be usable by people with a range of abilities and assistive technologies.

Accessible design can benefit every visitor to your site through:

  • Clearer navigation
  • More readable content
  • Mobile-friendly experiences
  • Easier form completion
  • More descriptive links and buttons

What You Can Do

  • Audit your website for accessibility issues
  • Follow WCAG best practices
  • Improve color contrast and readability
  • Test forms, menus, and important content with a keyboard
  • Review PDFs and downloadable content

Trend 4

First-Party Data Is Becoming More Valuable

For years, we’ve relied heavily on third-party data and tracking technologies to understand our audiences.

Now, privacy expectations are increasing. Browsers are limiting tracking capabilities, and consumers are paying more attention to how their information is being collected and used.

As a result, first-party data is one of the most valuable assets a financial institution can have. First-party data is information collected directly through interactions with your audience. Examples include:

  • Website forms
  • Account inquiries
  • Email sign-ups
  • Event registrations
  • Customer interactions

Unlike third-party data, this information is collected directly from your audience, making it more accurate—and more transparent.

What You Can Do

  • Encourage newsletter subscriptions
  • Create valuable content people want to access
  • Improve lead-capture opportunities on the website
  • Explain how submitted information will be used
  • Keep consent and communication preferences clear

Keep in mind: First-party information shouldn’t become an excuse to collect as much data as possible. Focus on information that supports a defined customer or business need.

Trend 5

Authentic Photography and Video Help People Recognize Your Institution

With so many feeds being filled with “AI slop,” customers are gravitating toward content that feels more authentic, like real employee photography and video.

Community banks and credit unions have something national brands can’t easily reproduce: the employees, businesses, events, and stories connected to their communities.

Content opportunities include:

  • Team spotlights
  • Community event highlights
  • Expert advice and quick Q&As
  • Product and service explanations
  • Customer success stories
  • Behind-the-scenes content

Real photos and video can help customers become familiar with the people behind the institution before walking into a branch or contacting a lender.

What You Can Do

  • Repurpose approved photos and videos across your website, social media, and email
  • Highlight employees and community involvement
  • Prioritize clear, authentic content over overly polished production

Prepare Your Marketing Strategy for 2027

As we look ahead to 2027, it may feel like everything is changing too fast to keep up. But the essence has stayed the same: building relationships and trust with the communities you serve.

Technology may evolve, and customer expectations may shift, but that’s where we can help.

Set practical priorities for 2027

Whether you’re focused on search visibility, accessibility, customer data, or more authentic content, forbinfi can help you plan what comes next.

Plan Your 2027 Marketing Strategy