{"id":1734991,"date":"2026-10-08T09:28:59","date_gmt":"2026-10-08T16:28:59","guid":{"rendered":"https:\/\/www.fintelconnect.com\/?p=1734991"},"modified":"2026-10-09T12:08:36","modified_gmt":"2026-10-09T19:08:36","slug":"2026-financial-affiliate-marketing-forum-2026-recap","status":"publish","type":"post","link":"https:\/\/www.fintelconnect.com\/fr\/blog\/financial-affiliate-marketing\/2026-financial-affiliate-marketing-forum-2026-recap\/","title":{"rendered":"2026 Financial Affiliate Marketing Forum 2026 recap: what&#8217;s changing in financial growth marketing"},"content":{"rendered":"<p class=\"wp-block-paragraph\">On October 6, Fintel Connect brought together financial brands, affiliates, fintechs, agencies, and researchers for the second annual <a href=\"https:\/\/www.famf.ca\/\" target=\"_blank\" rel=\"noopener\">Forum de marketing d'affiliation financi\u00e8re<\/a>, a day built around one real question: how financial marketing works as AI changes how people discover, evaluate, and choose financial products.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Across a keynote, four sessions, and a closing fireside chat, a few threads kept surfacing:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Trust matters more than visibility<\/li>\n\n\n\n<li>The lowest acquisition cost isn&#8217;t always the best one<\/li>\n\n\n\n<li>Affiliate marketing and AI visibility (GEO) are no longer separate disciplines, they&#8217;re becoming the same conversation<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">This recap breaks the day down session by session, with the speakers and the ideas that stood out most.<\/p>\n\n\n<div id=\"1537231413\" class=\"uk-section content\">\n    <h2>The themes that tied the day together <\/h2>\n    <div><p>The day&#8217;s real argument was that trust, not cost, is becoming the currency of financial acquisition, and that affiliate and AI visibility are now the same discipline, not two.<\/p>\n<p>Here are a few recurring insights from different speakers:<\/p>\n<ul>\n<li><strong>Customer quality over lowest CPA:<\/strong> activation, retention, profitability, and lifetime value matter more than cost per acquisition.<\/li>\n<li><strong>Affiliate partners build trust and influence discovery<\/strong>, often well beyond the click or the tracked conversion.<\/li>\n<li><strong>Affiliate and GEO are becoming the same conversation:<\/strong> affiliate content shapes how brands appear and get recommended in AI answers.<\/li>\n<li><strong>Better data sharing improves results on both sides:<\/strong> brands and affiliates need to exchange product, customer, and performance data.<\/li>\n<li><strong>Strong fundamentals still matter:<\/strong> clear value, relevant content, and a consistent conversion journey underpin everything else.<\/li>\n<li><strong>Scale proven approaches while continuing to test:<\/strong> invest in what&#8217;s working, and keep developing the next source of growth.<\/li>\n<li><strong>Measurement needs to evolve:<\/strong> combine acquisition outcomes with AI visibility and sentiment, while being honest about attribution gaps.<\/li>\n<\/ul>\n<\/div>\n    <div class=\"uk-hidden link\">\n        <p class=\"uk-margin-remove\"><a class=\"sidebar-link\" href=\"#1537231413\" uk-scroll>The themes that tied the day together <\/a><\/p>\n    <\/div>\n<\/div>\n\n\n<div id=\"9878613252\" class=\"uk-section content\">\n    <h2>Keynote: what&#8217;s changing in financial growth marketing <\/h2>\n    <div><p><img decoding=\"async\" src=\"https:\/\/www.fintelconnect.com\/wp-content\/uploads\/2026\/10\/keynote-inline.png\" alt=\"Don Batsford of Google presenting 2026 AI search behaviour data at FAMF 2026\" \/><\/p>\n<p><a href=\"https:\/\/www.linkedin.com\/in\/donbatsfordjr\/\" target=\"_blank\" rel=\"noopener\">Don Batsford Jr.<\/a>, Head of Industry, leads digital teams at <a href=\"https:\/\/www.search.google\/intl\/en-CA\/\" target=\"_blank\" rel=\"noopener\">Google<\/a> that partner with C-suite executives at some of its largest advertisers to guide strategy and investment across channels, spearheading strategy on $500 million in annual marketing investment across Google&#8217;s suite. With 25 years as an agency owner, entrepreneur, and enterprise leader, he&#8217;s a regular voice at LeadsCon, Affiliate Summit, and Digital Summit on bridging technology and human insight.<\/p>\n<blockquote style=\"font-weight: normal\">\n<p><strong>Main takeaway:<\/strong> AI is expanding how people discover, evaluate, and choose financial products. Winning this requires original expertise, a trusted voice, content across more formats, and better data.<\/p>\n<\/blockquote>\n<p><strong>Key points:<\/strong><\/p>\n<ul>\n<li><strong>Search is becoming a conversation.<\/strong> People are asking longer, more specific questions, often by voice or image, and content needs to answer that broader intent directly.<\/li>\n<li><strong>Confidence drives conversion.<\/strong> AI tools, comparison sites, and creators help people feel informed enough to act on major financial decisions.<\/li>\n<li><strong>Original content is the scarce resource now.<\/strong> Firsthand experience, proprietary data, and a real editorial point of view are what AI can&#8217;t easily reproduce.<\/li>\n<li><strong>Video is a core discovery channel<\/strong>, and the ABCD framework, Attention, Branding, Connection, Direction, is a simple structure for making it work.<\/li>\n<li><strong>Build a range of creative assets.<\/strong> Platforms match people with the right combination of image, video, and text, so variety matters more than any single format.<\/li>\n<li><strong>Launch, learn, iterate.<\/strong> AI has made production more accessible, so useful beats perfect: start, then improve with real feedback.<\/li>\n<li><strong>Better signals power better marketing:<\/strong> search behavior, brand trust, traffic quality, AI visibility, conversion, and lifetime value, tracked together, not in isolation.<\/li>\n<\/ul>\n<\/div>\n    <div class=\"uk-hidden link\">\n        <p class=\"uk-margin-remove\"><a class=\"sidebar-link\" href=\"#9878613252\" uk-scroll>Keynote: what&#8217;s changing in financial growth marketing <\/a><\/p>\n    <\/div>\n<\/div>\n\n\n<div id=\"7517101768\" class=\"uk-section content\">\n    <h2>Session 1 \u2013 Future-Proofing Your Partner Marketing Strategy: From Pre-Qualification to AI Visibility that Converts <\/h2>\n    <div><p><b>Speakers<\/b><\/p>\n<ul>\n<li><a href=\"https:\/\/www.linkedin.com\/in\/hannadandanell\/\" target=\"_blank\" rel=\"noopener\">Hanna Dandanell<\/a>, VP of Go-to-Market, <a href=\"https:\/\/www.fintelconnect.com\/fr\/\" target=\"_blank\" rel=\"noopener\">Fintel Connect<\/a> (mod\u00e9rateur)<\/li>\n<li><a href=\"https:\/\/www.linkedin.com\/in\/zivdeutsch\/\" target=\"_blank\" rel=\"noopener\">Ziv Deutsch<\/a>, Head of Growth, <a href=\"https:\/\/www.koho.ca\/\" target=\"_blank\" rel=\"noopener\">KOHO<\/a><\/li>\n<li><a href=\"https:\/\/www.linkedin.com\/in\/cooperschwartz\/\" target=\"_blank\" rel=\"noopener\">Cooper Schwartz<\/a>, Head of New Business and Growth, <a href=\"https:\/\/moneygroup.pr\/\" target=\"_blank\" rel=\"noopener\">Groupe d'argent<\/a><\/li>\n<li><a href=\"https:\/\/www.linkedin.com\/in\/ewen-finser-66741272\/\" target=\"_blank\" rel=\"noopener\">Ewen Finser<\/a>, CEO, <a href=\"https:\/\/scalevisible.com\/\" target=\"_blank\" rel=\"noopener\">ScaleVisible<\/a><\/li>\n<li><a href=\"https:\/\/www.linkedin.com\/in\/bernicecheung\/\" target=\"_blank\" rel=\"noopener\">Bernice Cheung<\/a>, Vice President, Financial Services &amp; Cultural Markets Research, <a href=\"https:\/\/environics.ca\/\" target=\"_blank\" rel=\"noopener\">Environics Research<\/a><\/li>\n<\/ul>\n<p><img decoding=\"async\" src=\"https:\/\/www.fintelconnect.com\/wp-content\/uploads\/2026\/10\/session1-inline.png\" alt=\"Panel on future-proofing strategy from pre-qualification to AI visibility at FAMF 2026 moderated by Hanna Dandanell of Fintel Connect\" \/><\/p>\n<blockquote style=\"font-weight: normal\">\n<p><strong>Main takeaway:<\/strong> AI is expanding how people discover, evaluate, and choose financial products. Winning this requires original expertise, a trusted voice, content across more formats, and better data.<\/p>\n<\/blockquote>\n<p><strong>Key points:<\/strong><\/p>\n<ul>\n<li><strong>The decision is moving from the consumer to their AI agent.<\/strong> People have always done their own research and comparison shopping. Once an agent handles that search and the purchase itself, brands have to earn a different kind of trust, the agent&#8217;s, not just the person&#8217;s.<\/li>\n<li><strong>The traditional funnel may not survive the shift.<\/strong> What used to unfold across discovery, research, and decision could soon happen in one exchange, leaving brands far less time to make an impression.<\/li>\n<li><strong>Showing up in an AI answer isn&#8217;t the same as winning the sale.<\/strong> Getting surfaced is one challenge. Earning enough credibility to actually be the pick is a separate, tougher one.<\/li>\n<li><strong>There&#8217;s a real tension between convenience and comfort.<\/strong> Environics Research found 28% of Canadians are already turning to GenAI for financial advice, yet 82% would still rather wait for a person than get an instant chatbot reply.<\/li>\n<li><strong>Signing someone up is just the opening move.<\/strong> The bigger prize is becoming the relationship a customer actually relies on, not just the product they happened to open.<\/li>\n<li><strong>As AI makes content cheap to produce, trust becomes the differentiator.<\/strong> Original thinking and a real point of view are the one thing a competitor can&#8217;t simply generate.<\/li>\n<\/ul>\n<p>As Bernice put it afterward: &#8220;If our AI becomes our best friend, who are brands really trying to win over? Us, or the agent that knows us best?&#8221;<\/p>\n<\/div>\n    <div class=\"uk-hidden link\">\n        <p class=\"uk-margin-remove\"><a class=\"sidebar-link\" href=\"#7517101768\" uk-scroll>Session 1 \u2013 Future-Proofing Your Partner Marketing Strategy: From Pre-Qualification to AI Visibility that Converts <\/a><\/p>\n    <\/div>\n<\/div>\n\n\n<div id=\"4867318655\" class=\"uk-section content\">\n    <h2>Session 2 \u2013 Beyond CPA: Prove the Full Value of Affiliates and Win More Budget <\/h2>\n    <div><p><b>Speakers<\/b><\/p>\n<ul>\n<li><a href=\"https:\/\/www.linkedin.com\/in\/austin-grant-2465bb9b\/\" target=\"_blank\" rel=\"noopener\">Austin Grant<\/a>, Head of Growth, <a href=\"https:\/\/chexy.co\/\" target=\"_blank\" rel=\"noopener\">Chexy<\/a> (mod\u00e9rateur)<\/li>\n<li><a href=\"https:\/\/www.linkedin.com\/in\/sunjitakapoor\/\" target=\"_blank\" rel=\"noopener\">Sunjita Kapoor<\/a>, Director of Partner Acquisition, <a href=\"https:\/\/www.americanexpress.com\/\" target=\"_blank\" rel=\"noopener\">American Express<\/a><\/li>\n<li><a href=\"https:\/\/www.linkedin.com\/in\/zuri-harris-67115450\/\" target=\"_blank\" rel=\"noopener\">Zuri Harris<\/a>, Business Development Lead and Partnerships Expert, <a href=\"https:\/\/www.nerdwallet.com\/ca\" target=\"_blank\" rel=\"noopener\">NerdWallet Canada<\/a><\/li>\n<li><a href=\"https:\/\/www.linkedin.com\/in\/jmvoisine\/\" target=\"_blank\" rel=\"noopener\">Jean-Maximilien Voisine<\/a>, President and Founder, <a href=\"https:\/\/milesopedia.com\/en\/\" target=\"_blank\" rel=\"noopener\">Milesopedia<\/a><\/li>\n<\/ul>\n<p><img decoding=\"async\" src=\"https:\/\/www.fintelconnect.com\/wp-content\/uploads\/2026\/10\/session2-inline.png\" alt=\"Four panelists speaking at FAMF 2026, moderated by Austin Grant of Chexy\" \/><\/p>\n<blockquote style=\"font-weight: normal\">\n<p><b>Main takeaway:<\/b> Affiliate value goes well beyond the conversion you can track. This panel connected customer quality, education, trust, and AI visibility to make the case for evaluating partnerships beyond CPA.<\/p>\n<\/blockquote>\n<p><b>Key highlights<\/b><\/p>\n<ul>\n<li><b>The lowest CPA isn&#8217;t the best channel.<\/b> American Express prioritizes engagement, retention, and profitability, and will pay more for customers who stick around.<\/li>\n<li><b>Education builds customers who stay.<\/b> Content explaining benefits, fees, and eligibility helps people choose the right fit as incentives alone attract the wrong ones.<\/li>\n<li><b>Community sustains value after acquisition.<\/b> Milesopedia&#8217;s members help each other use their products, and a willingness to say &#8220;this isn&#8217;t right for you&#8221; builds real trust.<\/li>\n<li><b>Affiliates shape AI discovery even without the click.<\/b> Their content can inform an AI answer that sends a consumer straight to the issuer, value traditional attribution misses.<\/li>\n<li><b>Third-party content fills gaps brands can&#8217;t.<\/b> NerdWallet&#8217;s explainer on Amex&#8217;s &#8220;Apply with Confidence&#8221; feature saw AI citations triple in 60 days, with an 11% lift in long-tail keywords.<\/li>\n<li><b>Measurement must capture the whole journey.<\/b> American Express uses halo attribution, since falling tracked conversions can coexist with rising direct acquisition that publisher content actually drove.<\/li>\n<li><b>Data sharing proves customer quality.<\/b> Affiliates need downstream retention and lifetime-value data from brands to refine their targeting and content over time.<\/li>\n<li><b>Citation share is useful but incomplete.<\/b> Affiliates use it to gauge AI visibility, while acknowledging that tools disagree and visibility alone doesn&#8217;t prove revenue impact.<\/li>\n<li><b>Trust depends on accuracy<\/b>. NerdWallet pointed to editorial independence; Milesopedia pointed to expertise and community relationships built over years.<\/li>\n<li><b>Long-term partnerships create room to learn.<\/b> The panel favored sustained education and testing over short campaigns built purely on acquisition incentives.<\/li>\n<\/ul>\n<\/div>\n    <div class=\"uk-hidden link\">\n        <p class=\"uk-margin-remove\"><a class=\"sidebar-link\" href=\"#4867318655\" uk-scroll>Session 2 \u2013 Beyond CPA: Prove the Full Value of Affiliates and Win More Budget <\/a><\/p>\n    <\/div>\n<\/div>\n\n\n<div id=\"6418061518\" class=\"uk-section content\">\n    <h2>Session 3 \u2013 Pay Up for Large Affiliate Partners or Build a Diversified Mix at a Lower Price: Which Wins for Growth? <\/h2>\n    <div><p><b>Speakers<\/b><\/p>\n<ul>\n<li><a href=\"https:\/\/www.linkedin.com\/in\/rob-palumbo-canada\/\" target=\"_blank\" rel=\"noopener\">Rob Palumbo<\/a>, Fondateur, <a href=\"https:\/\/weekoverweek.com\/\" target=\"_blank\" rel=\"noopener\">week over week<\/a> (mod\u00e9rateur)<\/li>\n<li><a href=\"https:\/\/www.linkedin.com\/in\/dyearwood\/\" target=\"_blank\" rel=\"noopener\">Darryl Yearwood<\/a>, Senior Affiliate Marketing Manager, <a href=\"https:\/\/www.apollo.io\/\" target=\"_blank\" rel=\"noopener\">Apollo.io<\/a><\/li>\n<li><a href=\"https:\/\/www.linkedin.com\/in\/margotcunningham\/\" target=\"_blank\" rel=\"noopener\">Margot Cunningham<\/a>, Director, Credit Cards Acquisition, <a href=\"https:\/\/www.rbcroyalbank.com\/personal.html\" target=\"_blank\" rel=\"noopener\">RBC<\/a><\/li>\n<li><a href=\"https:\/\/www.linkedin.com\/in\/chandni-m-b70867b4\/\" target=\"_blank\" rel=\"noopener\">Chandni Mishra<\/a>, Senior Manager, Paid Media, <a href=\"https:\/\/www.tangerine.ca\/\" target=\"_blank\" rel=\"noopener\">Banque Tangerine<\/a><\/li>\n<\/ul>\n<p><img decoding=\"async\" src=\"https:\/\/www.fintelconnect.com\/wp-content\/uploads\/2026\/10\/session3-inline.png\" alt=\"Affiliate marketing panel at FAMF 2026, moderated by Rob Palumbo of week over week\" \/><\/p>\n<blockquote style=\"font-weight: normal\">\n<p><b>Main takeaway:<\/b> Invest in the partners driving profitable customers today, while building the next growth engine before you need it. The panel explored partner concentration versus diversification, with customer quality and AI visibility shaping both sides of that decision.<\/p>\n<\/blockquote>\n<p><b>Key points<\/b><\/p>\n<ul>\n<li><b>Scale proven partners while there&#8217;s room to grow.<\/b> RBC funds reliable opportunities first, then diversifies, without necessarily splitting budget equally.<\/li>\n<li><b>Concentration creates real risk.<\/b> Apollo.io&#8217;s largest partner, worth roughly 350 customers a month, suddenly paused, a reminder that a successful partner is a signal to build the next one.<\/li>\n<li><b>Customer quality beats the lowest CPA.<\/b> Activation, card usage, funded accounts, and retention matter more than acquisition cost alone.<\/li>\n<li><b>Partner size doesn&#8217;t predict quality.<\/b> Smaller affiliates can deliver excellent customers when audience fit and expertise are strong.<\/li>\n<li><b>Offer structure reduces incentive chasing.<\/b> Spreading rewards across milestones and anniversary bonuses encourages sustained use. RBC flags 12-month retention as a key threshold.<\/li>\n<li><b>Diversification should match product maturity.<\/b> Tangerine runs an established playbook for credit cards, with more room to experiment in banking.<\/li>\n<\/ul>\n<h4>AI visibility highlights<\/h4>\n<ul>\n<li><b>Acquisition and answer engine optimization (AEO) may need different partners.<\/b> Tangerine now runs separate roadmaps and agreements for direct-acquisition publishers versus AI-visibility ones.<\/li>\n<li><b>Affiliates increasingly shape brand representation.<\/b> RBC&#8217;s informal test of travel credit card queries in Claude and Gemini returned no bank citations at all.<\/li>\n<li><b>Brands are paying for AI visibility.<\/b> RBC has paid more for AEO-focused affiliate opportunities, while still working out how to evaluate that spend against CPA.<\/li>\n<li><b>Measurement remains unresolved.<\/b> RBC calls 2026 a testing year while Apollo tracks citations through a dedicated role but can&#8217;t yet tie it directly to performance.<\/li>\n<\/ul>\n<\/div>\n    <div class=\"uk-hidden link\">\n        <p class=\"uk-margin-remove\"><a class=\"sidebar-link\" href=\"#6418061518\" uk-scroll>Session 3 \u2013 Pay Up for Large Affiliate Partners or Build a Diversified Mix at a Lower Price: Which Wins for Growth? <\/a><\/p>\n    <\/div>\n<\/div>\n\n\n<div id=\"4387457659\" class=\"uk-section content\">\n    <h2>Session 4 \u2013 Lessons Learned from Real Affiliate Campaigns: The Good, The Bad, and The Ugly (and the Fix) <\/h2>\n    <div><p><b>Speakers<\/b><\/p>\n<ul>\n<li><a href=\"https:\/\/www.linkedin.com\/in\/davidcduke\/\" target=\"_blank\" rel=\"noopener\">David Duke<\/a>, VP, Customer Acquisition &amp; Analytics, <a href=\"https:\/\/www.easyfinancial.com\/\" target=\"_blank\" rel=\"noopener\">easyfinancial<\/a><\/li>\n<li><a href=\"https:\/\/www.linkedin.com\/in\/nolan-mikowski\/\" target=\"_blank\" rel=\"noopener\">Nolan Mikowski<\/a>, Director, Affiliates &amp; Influencers, <a href=\"https:\/\/www.neofinancial.com\/\" target=\"_blank\" rel=\"noopener\">Neo Financial<\/a><\/li>\n<li><a href=\"https:\/\/www.linkedin.com\/in\/hanniya-farooqui-1b659828\/\" target=\"_blank\" rel=\"noopener\">Hanniya Farooqui<\/a>, Senior Manager, Media Strategy, <a href=\"https:\/\/www.scotiabank.com\/\" target=\"_blank\" rel=\"noopener\">Banque Scotia<\/a><\/li>\n<li><a href=\"https:\/\/www.linkedin.com\/in\/natasha-macmillan-233a4422\/\" target=\"_blank\" rel=\"noopener\">Natasha Macmillan<\/a>, Senior Director of Everyday Banking and Head of Partnerships, <a href=\"https:\/\/www.ratehub.ca\/\" target=\"_blank\" rel=\"noopener\">Ratehub.ca<\/a><\/li>\n<\/ul>\n<p><img decoding=\"async\" src=\"https:\/\/www.fintelconnect.com\/wp-content\/uploads\/2026\/10\/session4-inline.png\" alt=\"Banking and fintech acquisition panel at FAMF 2026, moderated by Natasha Macmillan of Ratehub.ca\" \/><\/p>\n<blockquote style=\"font-weight: normal\">\n<p><b>Main takeaway:<\/b> Strong affiliate performance comes from matching the right customer, product, and affiliate, then working together across the entire conversion journey. CPA alone doesn&#8217;t capture that value.<\/p>\n<\/blockquote>\n<p><b>Key points<\/b><\/p>\n<ul>\n<li><b>Scale where the data shows you&#8217;re winning.<\/b> Neo Financial shifted to a smaller, higher-converting segment rather than chasing its original upmarket audience.<\/li>\n<li><b>Get the basics right before chasing new opportunities.<\/b> Listing, landing page, application, and follow-up all need to work together, visibility can&#8217;t fix a weak conversion journey.<\/li>\n<li><b>Incentives must deliver profitable, incremental customers<\/b>. Cashback can attract the wrong profile, so the real test is whether added volume and lifetime value justify the cost.<\/li>\n<li><b>Communicate lasting product value.<\/b> Scotiabank simplifies the offer and explains how a product improves someone&#8217;s financial life, the incentive gets attention, the product keeps them.<\/li>\n<li><b>Choose partners for audience fit, not just reach.<\/b> An affiliate that wins for credit cards may be wrong for investments or chequing accounts.<\/li>\n<li><b>Data sharing improves customer matching.<\/b> Easyfinancial uses credit information to target likely-to-qualify audiences, starting small and refining before scaling.<\/li>\n<li><b>Advertisers need to actively support publishers.<\/b> That means creative best practices, customer insights, and sometimes coordinated incentives across product, risk, and digital teams.<\/li>\n<li><b>Small experience details move the needle.<\/b> Consistent messaging, partner logos, and timely abandonment follow-up all help preserve trust and conversion.<\/li>\n<li><b>Publishers should challenge brands, not just execute.<\/b> Customer feedback and competitive benchmarks help affiliate owners win internal improvements; brands can reciprocate with testimonials.<\/li>\n<li><b>Affiliate&#8217;s value extends across the funnel.<\/b> Acquisition, lifetime value, brand credibility, and AI citations all matter, even where some remain hard to quantify.<\/li>\n<li><b>Keep testing while protecting what works<\/b>. Neo&#8217;s rough 80\/20 split puts most effort into proven tactics, with room for new ideas and second looks at past failures.<\/li>\n<li><b>Standout example:<\/b> easyfinancial combined a cashback offer, strong affiliate fit, proven creative, and a frontline incentive, the combination drove results, not any one piece alone.<\/li>\n<\/ul>\n<\/div>\n    <div class=\"uk-hidden link\">\n        <p class=\"uk-margin-remove\"><a class=\"sidebar-link\" href=\"#4387457659\" uk-scroll>Session 4 \u2013 Lessons Learned from Real Affiliate Campaigns: The Good, The Bad, and The Ugly (and the Fix) <\/a><\/p>\n    <\/div>\n<\/div>\n\n\n<div id=\"3488949909\" class=\"uk-section content\">\n    <h2>Fireside Chat with Alexis Zamkow (IBM) <\/h2>\n    <div><p><a href=\"https:\/\/www.linkedin.com\/in\/alexiszamkow\/\" target=\"_blank\" rel=\"noopener\">Alexis<\/a> is part of IBM&#8217;s Global Marketing &amp; Experience Transformation team, where she helps enterprise clients apply AI and leading technology platforms to build more impactful customer experiences and stronger ROI. A longtime advocate for the responsible use of AI, she works with clients to turn AI-enabled workflows and AI search into real levers for where marketing is headed.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/www.fintelconnect.com\/wp-content\/uploads\/2026\/10\/fireside-inline.png\" alt=\"Nicky Senyard, from Fintel Connect, in a fireside chat with Alexis Zamkow, from IBM, at FAMF 2026\" \/><\/p>\n<blockquote style=\"font-weight: normal\">\n<p><b>Main takeaway:<\/b> AI visibility is becoming a revenue priority, and affiliates play a real role in influencing which financial brands get considered and chosen. Getting this right takes a clear strategy, reliable data, and collaboration across teams, not a single owner working alone.<\/p>\n<\/blockquote>\n<p><b>Key points<\/b><\/p>\n<ul>\n<li><b>The customer journey is becoming a customer conversation.<\/b> AI can move someone from research to recommendation in a few exchanges, including follow-up questions about risks.<\/li>\n<li><b>Brands supply facts; affiliates add judgment.<\/b> Affiliates answer harder, more human questions, and their independent comparisons matter most for unbranded discovery.<\/li>\n<li><b>A strong prompt index is the foundation of GEO.<\/b> Build it from priority personas and real sales and service questions, then use it to track change over time.<\/li>\n<li><b>Visibility and citations don&#8217;t tell the full story.<\/b> Look at which sources shape the answer and whether the brand actually gets recommended, not just mentioned.<\/li>\n<li><b>A brand&#8217;s own content can unintentionally hurt it.<\/b> Poorly explained restrictions or outdated information can make a strong product look weaker than it is.<\/li>\n<li><b>GEO takes six teams working together:<\/b> marketing, PR, customer service, product, sales, and technology, aligned around shared tools and a common playbook.<\/li>\n<li><b>Technical accessibility is non-negotiable.<\/b> A visually impressive page can still be invisible to an AI system if its content can&#8217;t be retrieved.<\/li>\n<li><b>Brand and affiliate data need to stay aligned.<\/b> A regular, accurate flow of product information supports credibility on both sides.<\/li>\n<li><b>AI visibility needs ongoing attention, not a one-time project.<\/b> Models and competitors change quickly, so fresh content and regular monitoring matter most.<\/li>\n<li><b>Own your visibility insights and prompt index.<\/b> Brands should retain this work even when agencies help execute it, since it should inform everyday decisions.<\/li>\n<\/ul>\n<h3>Recommended actions for the next 90 days<\/h3>\n<\/div>\n    <div class=\"uk-hidden link\">\n        <p class=\"uk-margin-remove\"><a class=\"sidebar-link\" href=\"#3488949909\" uk-scroll>Fireside Chat with Alexis Zamkow (IBM) <\/a><\/p>\n    <\/div>\n<\/div>\n\n\n\n<figure class=\"wp-block-table\"><table><thead><tr><th>For brands<\/th><th>For affiliates<\/th><\/tr><\/thead><tbody><tr><td>Build a persona-based prompt index and establish a visibility baseline<\/td><td>Create a routine for receiving accurate product updates from key brand partners<\/td><\/tr><tr><td>Review answer accuracy, sentiment, recommendations, and sources<\/td><td>Understand partners&#8217; priority audiences and questions<\/td><\/tr><tr><td>Align teams around content, data, and technical improvements<\/td><td>Make content accessible, current, and consistent with brand facts<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n<div id=\"7607686598\" class=\"uk-section content\">\n    <h2>New release \u2013 2026 AI Search Guide for Financial Marketers: Appear. Compete. Get Chosen. <\/h2>\n    <div><p><a href=\"https:\/\/resources.fintelconnect.com\/2026-ai-search-visibility-for-financial-services\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" src=\"https:\/\/www.fintelconnect.com\/wp-content\/uploads\/2026\/10\/WordPress-LLM-Guide.png\" alt=\"&quot;2026 AI Search Guide for Financial Marketers&quot; banner with tagline &quot;Appear. Compete. Get chosen.&quot;\" \/><\/a><\/p>\n<p>We announced the launch of our <a href=\"https:\/\/resources.fintelconnect.com\/2026-ai-search-visibility-for-financial-services\" target=\"_blank\" rel=\"noopener\">2026 AI search guide<\/a> that gives financial marketers and growth teams data-backed insight based on 2,400 AI responses across four product categories, including:<\/p>\n<ul>\n<li>Which prompt types return citations and brand recommendations, and which don&#8217;t<\/li>\n<li>What role owned content, affiliate placements, and user-generated content each play in AI search<\/li>\n<li>How to build a GEO strategy that fits your brand&#8217;s current maturity<\/li>\n<\/ul>\n<\/div>\n    <div class=\"uk-hidden link\">\n        <p class=\"uk-margin-remove\"><a class=\"sidebar-link\" href=\"#7607686598\" uk-scroll>New release \u2013 2026 AI Search Guide for Financial Marketers: Appear. Compete. Get Chosen. <\/a><\/p>\n    <\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/resources.fintelconnect.com\/2026-ai-search-visibility-for-financial-services\" style=\"border-top-left-radius:8px;border-top-right-radius:8px;border-bottom-left-radius:8px;border-bottom-right-radius:8px\" target=\"_blank\" rel=\"noopener\"><strong>Download the guide<\/strong><\/a><\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>On October 6, Fintel Connect brought together financial brands, affiliates, fintechs, agencies, and researchers for the second annual Financial Affiliate Marketing Forum, a day built [&hellip;]<\/p>\n","protected":false},"author":45,"featured_media":1734986,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[76],"tags":[],"class_list":["post-1734991","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","content_topic-financial-affiliate-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>FAMF 2026 Recap: Financial Affiliate Marketing Trends<\/title>\n<meta name=\"description\" content=\"Key takeaways from FAMF 2026 on AI, trust, and affiliate marketing, from RBC\u2019s AI visibility test to why customer quality is beating CPA.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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