Planning your financial services marketing budget isn’t just about allocating numbers to channels, it’s about building a robust strategy that aligns with your business goals, market realities, and customer expectations. Whether you’re a forex broker, a fintech, a payments provider, or an established bank, your marketing budget drives growth, builds trust and retains clients. Yet, many firms still underestimate how detailed and intentional this planning process needs to be. We’re sharing the core components your financial services marketing budget should cover. We’ve also thrown in a few insights on how to make sure your spending delivers ROI.
Branding & Strategy
Before you start allocating your budget, you need a solid marketing strategy and plan. You need to identify your core audience and how to reach them, position your brand competitively and develop measurable KPIs (key performance indicators) to know you are on track. Here are some of the budgetary elements this will entail, whether you direct internal resources or hire external agencies to support you:
- Brand Identity Development
Crafting or refreshing your logo, brand voice, or comprehensive brand and copy style book. - Positioning & Messaging
Defining how you stand out in a crowded market and communicating it clearly. - Market Research & Surveys
Gathering insights to inform campaigns, product development, or customer experience improvements. - Persona Development
Profiling your ideal customers so every campaign resonates. - Competitor Analysis
Keeping tabs on your rivals to spot opportunities or threats early. - Channel Tactics
- Identifying the channels your clients are on and selecting which ones to focus on.
Contentworks Agency works with fintechs to create realistic and measurable marketing strategies. See what we did for neobank Snappi here.
Content Marketing
Now you need to ensure your content and communication bases are covered. There’s no point spending money on a banner campaign when your landing pages content is not designed to convert. Here are the areas to watch when creating your financial services marketing budget:
- Copywriting & Content Creation
Commissioning blog posts, in-depth articles, whitepapers, or case studies that demonstrate expertise and build SEO authority. - Video Production
Producing promotional videos, explainer animations, or client testimonials that build connection and simplify complex topics. - Podcast Development
Launching branded podcasts to discuss market trends, regulations, or customer success stories. - Photography & Branded Visuals
Creating custom imagery to avoid generic stock visuals and strengthen brand identity. - Content Strategy & Planning
Developing an editorial strategy that aligns with your business goals and speaks to your target audience at each funnel stage. - Content Calendar Tools / SaaS
Investing in platforms like Agorapulse to keep your publishing pipeline organised. Or utilise an agency that has the tools already.
Need help with content that converts? Our team specialises in financial copywriting, video production, and campaign strategy. Contact us to plan your next big move.
Advertising & Media Spend
This is often the largest slice of your marketing budget which is why your strategy and content need to be working optimally first. Here’s what it is likely include:
- Paid Search (PPC)
Buying ads on platforms like Google Ads and Bing Ads to capture high-intent search traffic. - Social Media Ads
Running paid campaigns across Meta (Facebook/Instagram), LinkedIn for B2B targeting, TikTok for edutainment, or X (Twitter) for industry news and engagement. - Display Ads / Programmatic
Using programmatic networks to reach audiences at scale through banner ads and dynamic placements. - Video Ads
Investing in YouTube pre-rolls or OTT (over-the-top) platforms like Hulu or Roku for brand storytelling. - Native Advertising
Placing sponsored content through Outbrain, Taboola, or similar networks to blend promotional content with editorial environments. - Retargeting/Remarketing
Re-engaging visitors who didn’t convert the first time by showing them tailored ads across the web. - Podcast or Influencer Sponsorships
Partnering with trusted voices to tap into loyal niche audiences. - PR
Strategically placing press releases in industry publications where credibility and reach overlap. Read more on this below. - Out-of-Home (OOH)
Buying billboard space, transit ads, or airport placements to target commuters and business travelers.
Digital Tools & Subscriptions
These hidden heroes keep your campaigns optimised and measurable. Here are the tools to budget for, but don’t forget you need to also budget for who will be managing these tools. Either inhouse or external providers.
- SEO Tools
Subscriptions to tools like Semrush, Ahrefs, or Moz to track rankings, research competitors, and discover keyword opportunities. - Email Marketing Platforms
Tools like Mailchimp, Klaviyo, or HubSpot for list management, automation, and nurturing leads. - Marketing Automation
Systems such as ActiveCampaign, Pardot, or Marketo to scale personalisation and scoring. - CRM
Investing in platforms like Salesforce, HubSpot CRM, or Zoho to keep customer data centralised and actionable. - Social Scheduling/Monitoring
Managing multiple channels with Hootsuite, Buffer, or Agorapulse. - Analytics Tools
Measuring what matters with Google Analytics or similar tools.
Public Relations & Outreach
Reputation is everything in finance. Invest in building and protecting it.
- Press Release Distribution
Crafting and sharing company news with media outlets. For financial services, this is often a pay-to-play scenario. - Review Management Managing your reputation across a number of review sites can be time consuming but valuable.
- Media Relations Services
Engaging journalists and publications for interviews, guest articles, or features. You need to have real news to get their attention. Launching an app is not newsworthy enough unfortunately! - Influencer Collaborations
Partnering with industry thought leaders can boost trust but it can also be expensive. - Event Sponsorships / Partnerships
Aligning your brand with relevant industry events to increase exposure.
Speak to us about Reputation and PR Management.
Events, Expos & Summits
Face-to-face and virtual experiences still matter especially for B2B.
- Trade Shows & Booth Costs
Designing and staffing eye-catching exhibits at industry expos. - Webinars & Virtual Events
Hosting thought leadership sessions to educate and generate leads. - Launch Events / Live Demos
Creating buzz for new products or services with engaging showcases. - Swag / Promotional Items
Designing branded giveaways that leave a lasting impression.
Read more on how to get the most from your expo participation and check out the top financial events of 2025 .
Website & Tech Infrastructure
Your website is your digital front door. Make sure you budget accordingly!
- Website Design/Redesign
Building or overhauling your site for better UX and conversions. - Hosting & Maintenance
Ensuring reliable uptime and regular updates. - Landing Page Builders
Using tools like Unbounce or Instapage for quick, optimised campaign pages. - A/B Testing Platforms
Experimenting with copy, design, or CTAs to maximise ROI. - UX Optimisation
Investing in improvements that make your site more intuitive and user-friendly.
Other Operational Items
These often-overlooked costs can make or break your budget’s effectiveness.
- Team Training & Certifications
Upskilling your team with accredited courses from Google, Meta, HubSpot, or similar. - Creative Software
Budgeting for licenses for Adobe Creative Suite, Canva Pro, or design plug-ins. - Stock Media Subscriptions
Accessing high-quality images, videos, or soundtracks from providers like Shutterstock. - Legal & Compliance Reviews
Ensuring your content and campaigns meet strict industry regulations, crucial for financial brands. - Agency Costs Outsourcing can fill skill gaps and bring in specialised expertise. Expect to pay a monthly fee to retain the services of a good financial marketing agency.
Looking for an experienced financial marketing partner? Let’s talk about how we can strengthen your in-house team with flexible support.
Putting It All Together
When you break down your financial services marketing budget, you’ll see it’s more than just numbers on a spreadsheet. It’s a reflection of your strategy, your priorities, and how seriously you take your brand’s growth and compliance.
Every line item should tie back to your overarching business goals:
- Are you entering new markets?
- Launching a new product?
- Doubling down on retention?
- Building thought leadership to attract institutional clients?
Your financial services marketing budget should flex to support these goals, with room for experimentation, measurement, and optimisation.
At Contentworks we specialise in helping financial services brands make the most of every cent. Book a free Zoom with our team to get started.