Insights From our Senior Level Team for 2025 and Beyond

Paul Tonelli, Vice President & Creative Director: "As a Creative Director working for community financial institutions, the importance of localized messaging is always front and center. And with ever-increasing digital, quick-bites trying to divert our paths, social entertainment channels capturing our down time, and the steady beat of the national news - Bank and Credit Union brands need to power through it all using cultural relevance like never before. Today, it’s not just about building relationships when you meet people at your branch or at local events, “real” branding success begins and ends by establishing an intimate connection along digital journeys, letting target communities believe that without reservation, you get them, understand what they need, and that you are a financial relationship worth having."

Vizma Sanders, CFMP, Director of Client Services: "Planning for 2025 is well under way for our clients in Account Services. Attracting and retaining core deposits remains a challenge for many and a focus for next year. Bank marketing budgets have definitely shifted to more trackable digital channels to demonstrate marketing's impact and ROI. Cybersecurity and the rise of fraud in the financial services industry is a concern. Some institutions are doubling down on education efforts to drive awareness about potential scams and fraud so that customers can protect themselves."

Liz Hannah, Director of Project Management & Support: "In 2025 we see websites as needing to provide an experience that supports those users that are interested in a self-serve model as well as providing an easy way to communicate directly with the financial institution, on their terms, which is not likely to be in-person or even over the phone. Education on how banking products work and how to decide which one is right for the consumer will support both audiences. We expect an uptick on the use of account choosers and robust resources sections. AI will become increasingly important in websites, specifically using language-based search capabilities that deliver financial institution specific information, functionality that will further allow users to self-serve and educate on their terms."

Matt Larrabee, Director of Web Services: "As we move into 2025, website users expect more than ever from their online experiences. They want websites that are personalized, offering tools, products, and educational content tailored to their needs. For financial institutions (FIs), this means creating platforms that adapt to each user's unique goals and preferences. AI will play a big role in making this happen, helping websites provide custom recommendations, smart tools, and real-time advice. With AI, users will have a more personal and relevant experience, making it easier for them to manage their finances and make informed decisions."

Kailyn Gallagher, Media Manager: "Are your campaigns set up for success? Consumers' attention spans are getting shorter, and they are becoming desensitized to ads. Ad creative and formats should stand out, and the user experience on the landing page should be optimized. This is more than just a nice-looking page, it needs to perform and follow Google's best practices. There should be extensive tracking on the page and any applications that it links to in order to help optimize your media mix."

Abby Fitzgerald, Media Manager: "This past year, financial institutions across the country have embraced the growing need to truly understand their audience, and the momentum behind this trend is only accelerating. Your customers are the heart of your business & understanding them is a critical key to growth. With search algorithms evolving and Google keeping us on our toes, your customers remain the cornerstone. Exploring their habits, tracking website usage, and addressing roadblocks, can help transform their experience from good to exceptional. 2025 is poised to make customer insight more critical than ever. When you know your audience as deeply as you know your brand, you unlock the key to meaningful connections—and real results."