“I’m looking for a man in finance…” Last year’s viral TikTok anthem was a playful take on high standards and lofty aspirations many have in their lives. But while social media is where trends are born and dreams are shared, making real financial choices calls for something deeper: trust.
Entrusting a brand with your savings, investments, and financial future is no small decision. Decades ago, trust was a handshake with the teller; today, it’s built click by click. Teads’ Margin Makers for Finance Brands report includes a 2025 global consumer study of 8,000 finance buyers, revealing the important moments – and environments – where finance brands can transform their digital engagement into meaningful ROI.
The Open Internet is a Prime Trust Signal
Simply put, if consumers don’t trust your message, they aren’t buying your service. Credibility is key, and the open internet is where it holds the most value. According to our global study, finance content on reputable publisher sites is nearly twice as trusted compared to that content delivered on social media platforms. This higher level of trust also plays a key role in brand discovery: 60% of buyers have discovered a new finance brand on the open internet. With the majority of buyers saying they’re open to switching services or providers with better education about the benefits from alternative brands, trust can be won – and the open internet carries the most weight on the path to conversion.
Going Beyond Demographics for Audience Consideration
Financial decision-makers are increasingly defined by their behaviors, interests, and digital journeys rather than just age, gender, or income brackets. Moreover, the open internet makes sense for any financial brand, with a diverse range of buyers found nowhere else. Take for example the “Research-Hungry Educator” who actively seeks detailed financial information, engages regularly with news and investment content, and requires more engagement touchpoints before they’re ready to make a decision. Brands must leverage these contextual insights to move their audiences through the buyer journey.
Brandformance: There for Lean-In and Lean-Back Moments
Finance buyers move fluidly across channels, switching between active research and passive inspiration. That’s why omnichannel strategies that blend “lean in” moments (i.e. reading in-depth articles and reviews) with “lean back” moments (i.e. watching video) are so powerful. With 4 of the 6 key engagement points happening on the open internet, it becomes an effective channel to build long-term brand equity and drive near-term, lower-funnel outcomes. The impact? brands that blend branding with performance marketing see a significant 90% median boost in ROI.
For a deeper dive into the latest insights and strategies to win every digital moment, download our Margin Makers for Finance Brands report.