Inside the 2024 Financial Industry Affiliate Marketing Report: Key Findings and Trends
While affiliate marketing partners are a critical component to most fintech and bank acquisition strategies, they also serve another valuable purpose that often goes overlooked. What most marketers don’t realize is that finance affiliates like NerdWallet, Finder.com, and Bankrate have the most direct line of sight into market trends and consumer intent. They closely watch traffic behaviors on-site, what audiences are proactively searching for, and keep a close pulse on what’s happening in market. This helps them to know what to prioritize and how to create the most value for these audiences. And it means they are the best guide into what we can likely expect as trends in the space.
We regularly ask our partners for their anecdotal insights and guidance on products, offers, and trends, and this year decided to take it one step further with the launch of the first-ever Financial Industry Affiliate Marketing Report. We surveyed 110 finance-focused affiliates and publishers to get a holistic perspective on the trends, challenges, and opportunities we can expect to see this year.
Ready to level up your affiliate marketing strategy?
Download the full 2024 Financial Industry Affiliate Marketing Report
Here’s what you need to know:
What does this report cover?
- Financial Product Trends: Discover which financial products are expected to be in highest demand across markets.
- Market Priorities: Learn what drives successful affiliate strategies in banking and fintech.
- Identified Opportunities: Find out which products affiliates are eager to partner with and promote.
- Challenges & New Tactics: See how affiliates are tackling challenges with new, innovative engagement tactics.
- Expert Insights: Get advice from top affiliates on optimizing your partnership approach.
Who is this report for?
- Financial leaders wanting a pulse on industry trends
- Financial marketers looking for ways to level up performance
- Affiliates wanting benchmarks against their peers
Here’s a quick sneak peek into what we found:
Affiliates Predict Vastly Different Consumer Priorities in the US vs Canada: US affiliates foresee the most significant growth in deposit-generating products, while Canadian affiliates expect a boom in debt-related products.
Affiliates Anticipate Different Business Needs: US affiliates predict businesses will take on more debt for growth, while their Canadian counterparts anticipate a surge in payment solutions as businesses expand their offerings.
Banking and Credit Cards Remain Growth Leaders: Banking and credit cards continue to dominate as the largest and most mature verticals in affiliate marketing, with both US and Canadian affiliates focusing heavily on savings and credit cards for consumers and businesses alike.
Affiliates are also upgrading their marketing strategies. U.S. affiliates are leaning into dynamic formats like video content and AI-generated material, which are perfect for today’s digitally savvy audiences. In Canada, email marketing is still king, with affiliates building their own databases to maximize engagement. Whether it’s through AI or email, it’s clear that affiliates are innovating how they reach their audiences.
Picking the Right Financial Partners: Affiliates consider multiple factors when selecting financial brands to partner with, including the alignment of the product with their audience’s needs and the potential for strong, long-term partnerships. In the U.S., affiliates emphasize products that offer genuine value to their audience, while in Canada, affiliates focus on ensuring partnerships are mutually beneficial, prioritizing both product quality, revenue and performance.
Cost-Effective Acquisition and Brand Credibility Are Key Benefits: Across both markets, affiliates believe their ability to deliver cost-effective customer acquisition and enhance brand credibility are the greatest values they bring to banks and fintech’s.
Challenges Ahead
- In the U.S., the biggest concern is economic uncertainty—and how shifting conditions will impact consumer intent and financial priorities.
- In Canada, the spotlight is on search engine algorithm changes that could impact affiliate visibility and organic performance.
Staying agile and adaptable will be key for both affiliates and financial institutions in the year ahead.
What’s Next?
The 2024 Financial Industry Affiliate Marketing Report is packed with detailed data, trends, and actionable insights designed to help you navigate the evolving landscape of affiliate marketing. Whether you’re running a mature affiliate program or just starting to explore the channel, the 2024 Financial Industry Affiliate Marketing Report offers a clear window into what’s shaping the future of financial marketing.
Click here to download the full report.
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