Digital marketing for financial services, from someone who has worked inside a bank

People don't change banks, open an account with a new fintech or buy a policy on impulse. They compare, they hesitate and they look for reasons to believe you will be safe, clear and there when they need you. On top of that, everything you publish has to pass legal and compliance review.

That combination makes financial services one of the hardest categories to market well, and one where generic digital agencies often struggle. Campaigns get stuck in approvals, messages get watered down and nobody can show what the marketing actually contributed to sales.

From 2015 to 2017, I worked as a digital marketing analyst at Banistmo, part of Grupo Bancolombia, one of the largest financial groups in Latin America. My work there focused on two things that still shape how I approach financial services:

• Measuring marketing's real contribution. I implemented conversion tracking for integrated campaigns, so the bank could see how marketing contributed to its digital sales.
• Cutting waste. I optimized paid search campaigns by eliminating underperforming spend. My work contributed to 2% of the bank's total digital sales.

Since then, I have worked with insurance brokers and with a software company building e-commerce and payments infrastructure. The lesson is consistent: in financial services, the winners are the ones who measure precisely and communicate clearly.

Positioning that earns trust

Why should someone trust you with their money? Clear positioning, transparent language and visible proof (licenses, track record, reviews, security) answer that before the customer asks.

Intent-based acquisition

People search for accounts, cards, loans, insurance, payment gateways and investment products every day. Google Ads and SEO put you in front of them at the moment of need. Pages built for each product and intent turn that traffic into applications.

Content and AI search visibility

Financial decisions come with questions. Clear, accurate content that answers them builds authority on Google and makes your brand more likely to be cited when people ask AI assistants for recommendations. A single well-built article took Jootser Technologies, a software company with payments infrastructure, to #1 on Google for "pasarelas de pago Panamá," competing with banks.

Onboarding and conversion

The most expensive click is the one that abandons the application. Reviewing forms, steps, trust signals and follow-up often brings more customers than doubling the ad budget.

Measurement leadership will trust

Conversion tracking from ad click to application to activated customer, with reporting that finance and leadership understand.

Sí Seguros, an insurance broker with more than 20 years in the market, had a strong reputation and no digital presence. With Google Ads to capture intent and Instagram to build trust, it went from zero to 80 qualified leads per month in the first month, at $4.68 per lead, and grew new clients through digital by 26%.

• Banks and credit unions building their digital acquisition.
• B2C fintechs: payments, lending, cards, savings and investing apps.
• Insurance companies, agencies and brokers.
• Financial advisors and wealth management firms.
• Financial brands in the US reaching Hispanic customers, and Latin American firms growing across the region.

A diagnosis of your acquisition funnel, tracking, compliance workflow and channels, delivered as a prioritized plan. From there, I can lead execution as your fractional CMO, working with your product, legal and sales teams.