• September 16, 2025

Money is power, and over the next two decades an estimated $124 trillion will move from Baby Boomers and older Americans to younger generations in the U.S.

This isn’t just numbers on a balance sheet. It’s a reshaping of who holds financial influence, how assets are invested, and what priorities rise to the surface. For financial institutions, it’s an unprecedented opportunity—but only if they understand how women are handling this new wealth.

A Generational Shift in Power

For decades, men have controlled most of the family finances. Today, women are living longer than men by an average of five years and are increasingly the final decision-makers on how assets are managed or distributed.

This shift is especially significant given the sheer scale of the wealth transfer underway.

Of the estimated $124 trillion set to swap hands, $54 trillion will first go to surviving spouses—95% of whom will be women. Eventually, as those assets move again, younger women are projected to receive $47 trillion.

These aren’t just numbers from some studies, either. Real-world stories, like illustrated in the Wall Street Journal about attorney Mary Schinke, are piling up as the Wealth Transfer begins.  After her husband’s death in 2019, she immediately changed financial advisers, despite her legal background, because investment management “hadn’t been my role,” during their 32-year marriage.

The Wall Street Journal also reported on Michelle Taylor’s experience, where inheritance disputes with her late husband’s children from a previous marriage led to family estrangement—a scenario that highlights how poorly managed wealth transfers can fracture relationships.

For Janet Bridgford, her husband’s death in 1993 left her with half his wealth and his pension. According to The Wall Street Journal, Janet started investing conservatively, opting for a portfolio of 60% in stocks and 40% in fixed income, before gradually building her expertise and placing 80% in stocks.

These stories aren’t unusual. Transamerica reports that 70% of women change advisers after a spouse dies. For financial institutions, that moment of transition is when trust can either be built or lost.

Why Financial Institutions Need to Rethink Strategy

Women often make different choices than men when they inherit wealth. Research shows they are more likely to redirect money toward long-term healthcare, legacy planning, and charitable giving. Bank of America found that men are twice as likely to become involved in philanthropy because of their spouse or partner’s influence.

Numbers tell part of the story:

• 45% of women report feeling overwhelmed by managing personal wealth.
• 84% lack confidence when it comes to handling an inheritance.
• 35% don’t have an estate plan, compared to 24% of men.
• 41% had opened an investment account by age 21.
• 24% of Gen Z women have yet to solidify their wishes for after their death.

These gaps point to a simple truth: financial institutions cannot treat women as an afterthought. The Great Wealth Transfer is also a great trust transfer. Banks, credit unions, and wealth managers who want to remain relevant need to focus on:

• Relationships over transactions. Build intergenerational connections now—before the handoff of wealth.
• Protection products. Life insurance, disability coverage, cyber protection, and even lifestyle products like home warranties or pet insurance are increasingly attractive to women looking for peace of mind.
• Personalized and embedded offers. Data-driven targeting that delivers timely, relevant options  and convenient offers embedded into relevant places.
• Empowering communication. Clear, jargon-free education can help women step confidently into financial leadership roles.

Wealth Managers vs. Retail

The coming Great Wealth Transfer is poised to reshape the high-net-worth and ultra-high-net-worth landscape in profound ways. As trillions in assets shift hands—often across generations—demographics will take center stage, with women playing an increasingly pivotal role as financial decision-makers.

This shift invites a re-examination of traditional segmentation models. It’s no longer sufficient to think in binary terms of retail versus wealth. There’s a growing opportunity—and necessity—to thoughtfully engage those in the “emerging affluent” category, who may not yet qualify as full advisory clients but are on the trajectory to become them.

Offering solutions like insurance, values-based investment options, or digital estate planning tools at this stage can be a strategic way to build early trust. Importantly, this doesn’t mean stretching internal teams thin—it’s about leveraging partnerships and platforms that can handle operational complexity, allowing your team to focus on high-value relationships.

One of the most impactful long-term plays will be fostering intergenerational relationships. As wealth passes from parents to children—or between spouses—continuity of advice and trust becomes critical. Advisors who take steps now to build rapport with next-generation inheritors, including daughters, daughters-in-law, and widows, will be better positioned to retain those assets over time.

Collaboration across business lines—particularly with retail investment and insurance arms—can help deliver a more seamless, tiered service model that meets clients where they are today, while preparing them for tomorrow. Personalization, estate planning, and values-aligned financial strategies are becoming core expectations, not fringe offerings.

Finally, with women controlling more wealth than ever before, the industry must do more than acknowledge this trend—it must act on it. That includes succession plans that increase the representation of female advisors and investing in a deeper understanding of women investors’ goals, concerns, and communication preferences.

The financial institutions that adapt to this evolving landscape—thoughtfully, inclusively, and proactively—will be the ones that lead in both retention and growth during this generational shift.

Who Wins—and Who Could Be Left Behind?

The Great Wealth Transfer is more than a redistribution of dollars: it’s a redistribution of influence. Women like Mary Schinke, Michelle Taylor, and Janet Bridgford show how wealth transitions can be moments of empowerment, family fracture, or newfound generosity.

Financial institutions that step up to guide, protect, and partner with women during these transitions won’t just see revenue growth. They’ll help ensure that this historic wealth shift becomes a legacy of security, confidence, and connection.

The question isn’t whether women will lead this financial revolution. The question is: Will your institution be ready when they do?

*The Wall Street Journal, “Baby Boomer Women Are Now Deciding the Fate of Trillions of Dollars” by Oyin Adedoyin and Katherine Hamilton; Jan. 18, 2025.

• June 11, 2025

How Financial Institutions Can Make Dormant Accounts Active and Win Loyalty

In the modern financial environment, where growth depends on active engagement and smart retention strategies, the Dormant Accounts Dilemma (DAD), presents a subtle but serious challenge.

Financial institutions are sitting on a large—and largely overlooked— resource: inactive or low-engagement accounts. They may not show up in the red, but dormant accounts quietly drain operational resources, complicate compliance, and weigh down overall performance metrics.

Worse, they represent lost opportunities for deeper relationships, increased product adoption, and long-term loyalty. Let’s take a closer look at what’s at stake—and how forward-thinking institutions can turn dormancy into a springboard for income growth.

Understanding DAD (Dormant Accounts Dilemma)

Dormant accounts—defined generally as accounts that have had no consumer-initiated activity for a set period, typically 6-12 months—are more than just idle entries in the ledger as they can:

• Consume resources without generating income.
• Skew performance metrics given that 22% of FI customers are disengaged.
• Increase compliance risk in various areas, including escheatment laws.
• Create reputational risk if consumers realize their accounts were deactivated or escheated without adequate notice.
• Increase fraud risk due to account holders not noticing unauthorized activity.

According to the National Association of Unclaimed Property Administrators (NAUPA), states in the U.S. currently hold over $70 billion in unclaimed assets—much of it from dormant financial accounts.

More on the untapped potential of this for financial institutions below.

Why Dormancy Happens in the First Place

Before tackling solutions, institutions should understand the root causes of dormancy. Many accounts go inactive not due to dissatisfaction but due to other reasons, including:

• Life transitions—moves, marriages, or job changes.
• Digital distractions—shift to more engaging fintech apps or neobank platforms.
• Lack of perceived value—an account simply isn’t seen as relevant or useful.
• Poor onboarding—failure to integrate account holders into the broader ecosystem.

In many cases, these account holders may still have a favorable opinion of the institution—they’ve simply drifted away due to a lack of engagement.

And that can be viewed as a failure, or an opportunity.

Wake Up DAD; It’s Time to Grow

Dormant accounts may not currently generate income, but they represent untapped potential and offer a valuable opportunity to increase revenue from existing consumers.

Dormant accounts may not currently generate income, but they represent untapped potential and offer a valuable opportunity to increase revenue from existing consumers. With the right strategy, financial institutions can re-engage these account holders and deepen the relationships. Here’s why this matters:

• Reactivation costs less than acquiring a new consumer.
• Loyalty is within reach because many inactive consumers are not dissatisfied.
• Data is available for you to assess behavioral history and guide personalized outreach.

By adopting a proactive mindset, financial institutions can turn dormancy into a lever for sustainable growth.

From Dormant to Dynamic: Engagement Tactics That Work

Reactivating dormant accounts isn’t just about creating a strategy that includes sending reminders—it’s about rebuilding relevance.

Here are four key strategies institutions are using today to re-engage dormant consumers:

1. Analyze and Segment Dormant Accounts

Don’t treat all dormant accounts the same. Use behavioral data to segment accounts based on factors like:

• Length of dormancy
• Product mix
• Past engagement patterns
• Demographic information

This segmentation allows for tailored strategies—because someone who opened a checking account five years ago and never used it is different from someone who went quiet last quarter.

2. Craft Personalized Re-Engagement Campaigns

Generic email blasts won’t cut it. Instead, use personalized outreach that reflects the user’s history and offers specific, meaningful value and products they actually want. Re-engagement options include:

• Targeted digital campaigns across the most relevant touchpoints.
  • Email, social media, mobile app, online digital integration.
• Omnichannel digital campaigns to maximize reach through multiple touchpoints.
• Digital and Direct Mail to gain the benefits of combined marketing techniques.

TIP! Messages should highlight what’s changed and why it matters to the individual.

3. Use Dormant Data to Drive Product Innovation

What do dormant accounts reveal about your offerings? If many people abandon a specific product type, it may be time to revisit the experience. Ask relevant questions:

• Are our current onboarding methods failing to drive usage?
• Are we failing to initiate effective engagement strategies?
• Are we using data-driven targeting to reach the right people?

Dormant account data is a powerful diagnostic tool for refining your product and service strategy. But there are broader ways to find a solution that works.

4. Ask Yourself If You’re Offering In-Demand Products

In considering this, you need to combine your strategic priorities with evolving consumer demands. This is a robust way of creating and deepening relationships in the long-term.

According to our 2024 PYMNTS “Why Consumers Are Looking to Financial Institutions for Insurance,” report:

• 44% of consumers would consider buying insurance from their FI.
  • This includes 63% of Gen Z and 60% of millennials.
• 75% of consumers who at least have auto and health insurance want insurance products from convenient, easy-to-access sources.
• 39.9% of consumers cite trust as a key factor in purchasing insurance products.
• Younger consumers are twice as likely to want a “one-stop shop” for their financial needs.

Compliance, Escheatment, and the Cost of Waiting

Beyond lost engagement, dormant accounts can carry regulatory consequences. Every U.S. state has escheatment laws that require financial institutions to report and remit unclaimed property, often after just 3-5 years of inactivity. Non-compliance can lead to:

• Fines and penalties
• Legal fees
• Damage to brand reputation

That’s why proactive re-engagement isn’t just about income generation—it’s also about risk management.

Technology Helps—But Only If Used Strategically

Modern financial institutions have no shortage of tools for engagement—but too often, those tools aren’t deployed with dormant accounts in mind.

One helpful example is FM PulsePoint, which helps select credit unions assess engagement across core financial behaviors (Pay, Save, Borrow, Invest, Protect) to identify where they excel and where opportunities exist. By analyzing key performance indicators—product adoption, digital engagement, and member interaction trends—credit unions gain a clearer picture of how to enhance their offerings.

With the right data-driven insights, all financial institutions can move from guesswork to strategic action and target the right people at the right time in the right place.

A Better Path Forward

In a climate where growth is hard-won and competition is fierce, no financial institution can afford to ignore dormant accounts. They represent:

• A hidden cost that can quietly erode profitability.
• A regulatory liability if left unmanaged.
• A growth opportunity waiting to be activated.

The solution isn’t complicated—it’s about listening closely, responding strategically, and using the right tools to re-establish relevance. By identifying dormant accounts early and building intentional pathways back to engagement, financial institutions can turn inactive users into active champions.

• August 13, 2025

How Financial Institutions Can Lead the Life Insurance Surge

Life insurance premiums reached a record-breaking $16.2 billion in 2024.

The US individual new annualized premium rose 8% year over year to $3.94 billion in the first quarter of 2025. The number of policies sold increased 1% compared to the same period in 2024.

42% of American adults say they need life insurance, or more of it.

This isn’t a post-pandemic fluke or a short-term market swing—it’s a signal that consumers are rethinking their financial priorities.

For young people, money is a significant stressor, with 61% of consumers between the ages 18-35 experiencing financial anxiety and making financial choices to gain a better sense of security.

For financial institutions, the growing interest in life insurance reflects a broader shift in how consumers approach financial protection.

What’s Driving the Boom in Life Insurance?

A few years ago, life insurance was often overlooked—until the pandemic reminded millions of Americans how financially vulnerable they are. But what began as a reactive spike in demand has evolved into something far bigger.

Here’s what’s fueling today’s life insurance surge:

• Increased Consumer Awareness: Financial shocks from the pandemic and economic uncertainty have driven home the need for protection. In fact, 15% of individual life insurance owners say that the COVID-19 pandemic led them to purchase life insurance, and one-third of Gen Z say COVID-19 was a reason they bought life insurance.
• Demographic Shifts: Millennials and Gen Z are starting families and thinking long term, while Gen X and Boomers are more legacy-focused.
• Wellness Mindset: Financial wellness is now part of the overall wellness conversation, and insurance fits squarely into that narrative.

The result? The market that isn’t just growing—it’s accelerating.

Investor Confidence Is Sky-High

If you’re wondering whether this growth is sustainable, just follow the money. Investors are pouring capital into the insurance space with long-term confidence.

According to PwC’s Midyear 2025 Outlook:

• $30 billion in insurance deal value occurred in the six-month period ending May 15, 2025.
• 209 disclosed deals, with six over $1 billion, point to continued sector expansion.
• Insurance generally is being seen as durable, scalable, and recession-resistant—a rare trifecta in today’s economic climate.

M&A activity shows that institutional belief in insurance’s staying power is stronger than ever.

The Bancassurance Boom Is Just Beginning

Financial institutions are uniquely positioned to benefit from this surge—particularly through bancassurance, where banks and credit unions offer insurance directly to their customers.

• The global bancassurance market is valued at $1.05 trillion in 2024, with projections to hit $1.71 trillion by 2030.
• Consumers already trust their banks and credit unions. Pairing that trust with access to insurance offerings is a natural evolution.

As consumer expectations shift toward more holistic financial wellness, life insurance is becoming a natural part of that evolution—one that forward-thinking institutions are already embracing.

Embedded Insurance: The Future of Seamless Protection

The next evolution? Embedded insurance—delivering coverage directly within financial moments, with life insurance as an essential product within that offering.

Whether it’s a new checking account, a mortgage approval, or a digital loan offer, embedded insurance can be offered in the flow of the consumer journey, without added complexity.

Forecasts project the embedded insurance market will grow from $210.9 billion in 2025 to $950.59 billion by 2030, making now the right time to implement it. Plus, more than half of U.S. adults prefer policies that can be adjusted online to match changes in their lives, a preference especially pronounced among younger consumers.

It’s no longer about selling a product. It’s about solving a need when it matters.

Who’s Buying? A New Kind of Consumer

A significant portion of adults (42%) believe they do not have adequate life insurance coverage, creating a “need gap” that the industry is trying to address. This is particularly high among Gen Z (49%) and Millennials (46%).

Today’s life insurance buyers are younger, digitally savvy, and proactive about their financial well-being. That includes:

• Working professionals and young families who want to protect loved ones.
• Gen Z and Millennials who are starting to think about legacy and resilience.
• Gen Xers focused on security as they approach peak earnings and retirement planning.

These are the same consumers already in your branch network, using your app, or interacting with your call center. You don’t have to find them—they’re already with you.

For example, a recent study revealed that consumers want a simplified insurance experience.

• 29% share of consumers who say they are more interested in purchasing insurance through an FI than they were only three years ago.
• 43% share of high-income consumers who want FIs to provide for their insurance and financial needs.

Don’t Just Offer Insurance. Be a Protection Partner

This isn’t about adding one more product to your offerings. It’s about stepping into a leadership role in your consumers’ financial lives.

• July 29, 2025

Financial Wellness Means Peace of Mind, Money, and Convenience All in One Place—Your Place

Imagine your financial institution playing a central role in your consumers’ wellbeing—not just financial security, but mental clarity and personal confidence, too.

Here’s why you should.

Today’s consumers no longer separate financial reality from mental health or the goal of general wellbeing. Financial wellness has evolved from a trendy buzzword into a lifestyle priority, and banks and credit unions are in a powerful position to lead this movement.

Are you stepping into that role—or letting others fill the gap?

The Wellness Shift: From Information to Action

For years “financial wellness” was little more than a checkbox: do you have a savings account? A credit card? Maybe a retirement fund? Basic financial tips and advice.

Not anymore.

Younger generations—especially Millennials and Gen Z—define financial wellness more broadly and more personally. To them, it’s about confidence, clarity, and control. It’s the ability to handle emergencies, avoid debt stress, plan for goals, and feel good about the future.

The issue is increasingly emotional:

• 70% of Americans say that financial uncertainty has made them feel depressed or anxious—an 8% increase from 2023.
• 60% of Americans say money worries have kept them awake at night.
• 40% of Americans say financial worries have made them feel physically ill.
• 4 in 10 Gen Zers and millennials feel depressed/anxious about money at least once a week.

On top of those alarming numbers, 57% of couples say financial uncertainty has damaged their relationship—a 13% spike from 2023.

Competitive Landscape: What Fintechs Get Right

Fintechs didn’t invent financial wellness—but they’ve been quick to claim it.

Apps like Chime and Cleo have leaned into the trend by positioning themselves as lifestyle brands, not just financial tools. They focus on:

• Ease
• Transparency
• Encouragement
• Habit-building
• Friendly user interface
• Empowering messaging

And their content fits seamlessly into a user’s daily scroll, not just their balance check.

Here’s the good news: banks and credit unions still have something fintechs are trying to build from scratch—deep, long-standing trust. While challengers win on convenience, your institution can win on connection.

Competing Without Reinventing

You don’t need to throw your priorities out of the window to move forward. You absolutely don’t need to overburden your existing staff with a massive tech lift, data migration issues, adoption issues, or regulatory compliance headaches either.

Choosing the right people to work with is 50% of the battle. What you need is:

• Consumer data across demographics.
• Data-driven engagement.
• Personalized consumer journeys.

For consumers this translates as:

• Personalized messages that resonate based on needs.
• Solutions to problems appearing at the right time in the right place.
• Convenience in an area where trust already exists.

It’s about meeting people where they are—and showing you understand where they want to go.

Turning Campaigns into Conversations

Consumers can spot insincerity from a mile away. If your institution suddenly starts talking about wellness without changing how you act, they’ll tune out fast. So how do you talk about financial wellness without sounding opportunistic?

• Evolve beyond guidance: Trusted guidance is great, but consumers today expect products and services that support the advice.
• Show up consistently: Show up where and when you’re needed, with answers.
• Think relationships: Instead of “cross-sell opportunities,” think “what else would genuinely help support this need?”

Your communication style also makes a difference. For example:

• Don’t say: You may qualify for a home equity loan.
• Say: Looking to lower financial stress? Here’s how your home could help.

One feels like a transaction. The other feels like support.

Metrics That Matter: Proving the Value of Financial Wellness

Wellness sounds good—but how do you know it’s working?

Start by tracking engagement:

• How do your solutions stack up when it comes to diverse consumer needs?
• How successfully are your solutions being adopted by customers or members?
• Do you have a track record of ongoing interactions?

Then look at long- and short-term business outcomes:

• Growth in sustainable non-interest income.
• Growth in Lifetime Consumer Value (LCV).
• Decline in dormant accounts and churn.

Wellness isn’t just feel-good—it’s a long-term growth strategy.

Standing Out: Differentiating in a Crowded Space

In a market where everyone claims to care, what makes your institution different?

With consumers increasingly concerned with trust, real differentiation comes not just from better rates or smoother tech—but from delivering deeper, longer-term value. Offering insurance coverage options that cover unexpected events like accident and illness, loss of property or life, ties long-term wellness to long-term solutions.

Supplemental products are not add-ons; they encourage loyalty by providing long-term security.

You could offer:

• Complimentary basic coverage of AD&D—an appreciation of loyalty with options to purchase additional coverage.
• Additional coverage offered via digital banking—use data to meet consumers at key life moments.
• Cyber insurance as a loyalty perk—combine security with service to build lasting trust.

The Future of Financial Wellness—Relationships

Here’s the truth: most consumers want help with their finances. And they want it from a partner that offers support with the right message, in the right place, at the right time.

Financial wellness is your chance to show up differently—to serve the whole person, not just their wallet. That means communicating in a way that resonates. Building confidence, not just credit. And focusing on lifetime value, not just short-term gains.

You have the potential to combine trust with convenience, meet your current priorities, and increase sustainable non-interest income as you evolve and meet consumer expectations.

Let’s get started.

• August 27, 2025

Why Decoding Consumer Behavior Spells Success

What if two consumers—both in their 30s, earning the same income—walked into your financial institution today? Same ZIP code. Same salary. Same age.

Would you offer them the same products, services, and messaging?

If so, you may be missing a major opportunity to build trust, increase engagement, and drive meaningful adoption. Because while income and age are easy to measure, they don’t tell the full story. Not even close.

Today’s financial landscape is shaped just as much by lifestyle, mindset, and digital comfort as it is by broad demographics. It’s no longer enough to know how old someone is or how much they make. You need to know how they live.

Two Stories, Two Mindsets

Meet Lauren and Daniel

Both are 38 years old. Both earn $95,000 annually. Both live in mid-sized cities and rent condos in walkable neighborhoods. But when it comes to how they handle money—and what drives those decisions—they couldn’t be more different.

Lauren: The Digital-Dominant Optimizer

Lauren works in digital marketing. She’s single, child-free, and focused on personal freedom and flexibility. Her smartphone is her financial HQ—she automates her bills, contributes to a Roth IRA, uses micro-investing apps, and dabbles in crypto. Her idea of financial success is optionality: the ability to change cities, careers, or priorities at a moment’s notice.

She recently researched cyber insurance after reading about identity theft. She worries more about digital risk than long-term family planning. She’s not shopping for life insurance—but she is trying to optimize her travel rewards card portfolio.

To Lauren, managing money is about speed, self-direction, and protecting what’s already hers.

Daniel: The Grounded Strategist

Daniel, also 38, works as a project manager for a regional construction firm. He’s married with a 3-year-old daughter and is saving for a home in a nearby school district. He prefers desktop banking and visits his credit union monthly. He’s careful with credit, has term life insurance, and maintains an emergency fund that he tracks in a spreadsheet.

Daniel’s finances are shaped by long-term responsibility. He recently looked into disability insurance and is working with an advisor on a college savings plan.

To Daniel, financial planning is about security, legacy, and protecting others—not just himself.

Same Income, Different Consumer Behavior—What Drives the Divide?

Lauren and Daniel look similar at first glance—but a few key data points begin to separate them:

Factor	Lauren	Daniel
Marital Status	Single	Married
Children	No	Yes (1)
Housing	Renting by choice	Saving to buy
Insurance Interest	Cyber insurance, Accident Expense	Life and disability insurance
Financial Tools	Mobile apps, micro-investing	Financial advisor, spreadsheets
Communication Channel	App notifications, email alerts	In-person, long-form email

These are not personality quirks—they’re predictable, trackable behaviors that can show up in your system if you’re looking at the right signals.

Or if the right data-scientists are looking for you, while you and your team focus on other priority items.

Why It Matters to Financial Institutions

Using demographic targeting alone, Lauren and Daniel might receive the same campaign: a home loan promotion or a generic savings product.

But smart behavioral segmentation could lead to:

• Lauren receiving a mobile push promoting cyber insurance, along with a high-interest savings offer for short-term goals.
  
• Daniel receiving an email with educational content on life insurance, college savings plans, and family budgeting.

When financial institutions fail to personalize, these messages get ignored. But when they align with real-world needs and preferences, they drive action.

Behavioral Segmentation in Action

Let’s say your consumer knowledge covers:

• Which products they would be most likely to buy.
• Which type of communication channel they prefer.
• Which type of message they would relate most to.
• Which type of creative they would find impactful.

You now have the tools to create parallel marketing journeys aimed at the right people in the right place at the right time­—offering the right product in the right way.

Better Targeting Means Relevance

Segmentation doesn’t just improve personalization—it improves performance, because it spells relevance to consumers.

• Higher response rates: When the product fits, people click.
• Stronger loyalty: Consumers feel seen when messaging aligns with their lifestyle.
• Better ROI: Marketing dollars aren’t wasted on irrelevant campaigns.

In a nutshell:

Lifetime Consumer Value (LCV) and sustainable non-interest income can be greatly enhanced when targeting the right people in the right place at the right time.

From Data to Desires

Lauren and Daniel share the same age and income. But one is preparing for a career shift and travel, the other is saving for a home and planning for a child’s education.

They don’t need the same message—and certainly not the same product mix.

Financial institutions that move beyond traditional demographic segmentation and embrace deeper, more personalized data will gain a critical edge. Not only in marketing—but in building trust, increasing product relevance, and creating long-term value.

Because personalization isn’t just about age or income. It’s about goals. Priorities. Dreams and desires.

And it’s something your data can show you—if you know where to look.

• July 9, 2025

Why Do So Many Consumers Have No Idea Their Financial Institution Offers Insurance Solutions?

Most consumers trust their bank or credit union with their money—but ask them if their institution offers insurance products, and you’ll likely get a blank look. The answer is yes—many do. Unfortunately, this valuable benefit often goes unnoticed simply because the message never reaches the consumer.

And this is a missed opportunity with high stakes. At a time when personalization is the expectation, financial institutions are sitting on a goldmine of data they could be using to make insurance solutions not just visible, but valuable.

Let’s unpack why this disconnect exists—and how to fix it.

What’s Missing: Awareness & Timing

Offering protection products won’t work if they’re buried somewhere where consumers can’t find them. The issue is:

• Many FIs “offer” protection products, but consumers never hear about them—or they hear about them at the wrong moment for their needs.
• Blanket marketing campaigns feel generic and irrelevant, so they’re ignored.
• Consumers are open to insurance product conversations—when the timing is right. The challenge is meeting them in those moments.

Think about a young couple opening a joint account before buying a house. Or a parent sending a kid off to college. These are key life moments for introducing protection products, but most institutions aren’t aware of the data-based demographics pointing to them.

The following report from 2024 shows how often FIs had successfully reached out to consumers about insurance in the previous 12 months:

• 48% of consumers said they had not received any information.
• 40% of millennials said they had not received any information.
• 29.8% of Gen Z said they had not received any information.
• 49.6% of Gen X said they had not received any information.
• 60.3% of baby boomers/seniors said they had not received any information.

Why Data-Based Targeting Is a Game Changer

The good news:

You already have a lot of data. Just make sure to include data specific to insurance and the propensity of certain consumers to buy it. Find a partner who can build data models for you and target omnichannel campaigns to those most likely to buy.

• Understanding not just who to reach—but when and how.
• Providing a timely solution from a trusted source—not a blanket offer.

It boils down to convenience and relevance.

When you use consumer data the right way, you become relevant. It feels like help, not a sales pitch. And unlike fintechs that must acquire this insight, you already have it—along with trust.

What Kind of Insurance Solutions Should You Promote?

Having a wide range of products helps you to offer the right type of insurance product to the right consumer at the right time, without overwhelming them.

Accident & Illness Suite

Acts as a much-needed supplement to other insurance, to cover out of pocket expenses, with guaranteed acceptance.

• Hospital Accident Insurance
• Recuperative Care Plan
• Accident Expense Coverage
• Critical Illness & Injury Insurance

Life Insurance and AD&D Suite

Offers various levels of coverage to meet every consumer’s need based on age and medical conditions.

• Whole Life Insurance
• Term Life Insurance
• Accidental Death & Dismemberment (AD&D)

Property & Casualty Suite

Delivers a wide range of coverage and options for auto, home, and appliance.

• Home Warranty Plan
• Auto & Homeowners Insurance
• Personal Cyber Insurance

Offering options from multiple carriers increases flexibility, improves targeting, and ensures better product-market fit—without overwhelming the consumer.

What’s In It for Your Institution?

Adding protection products isn’t just a consumer win—it’s a strategic win.

• Higher Engagement: Younger consumers want insurance and expect convenience.
• Non-Interest Income: Insurance brings in sustainable income without balance sheet risk.
• Loyalty and Retention: When you help protect what matters with long-term products, consumers stick around because everything is in one place.
• Competitive Advantage: If you’re not offering insurance, a fintech or direct-to-consumer brand will.

Insurance drives stickiness.

A consumer with a savings account and insurance is more likely to stay loyal than one with just a checking account. It’s about embedding value into the relationship starting with valuable long-term products, then building.

And you don’t need to reinvent your business model—just activate the one you have.

Your Advantage, Your Move

Many financial institutions offer insurance solutions in some form. But if it’s buried in a brochure or a forgotten corner of a website, it’s pointless.

Here’s what to do next:

• Showcase Insurance: Make “Protect” part of your website’s navigation bar, along with key items like “Save”, “Borrow”, “Invest”. List your protection products in an easy drop-down menu visible from the home page.
• Personalized Marketing: Data-driven targeting through email, direct mail, digital, and embedded interactions ensures your message lands.
• Make It Easy: Partner with a provider that makes enrollment seamless and brings multiple carriers to the table, while promoting your brand exclusively.

You’re trusted and embedded in the financial lives of your customers or members.

That’s a powerful edge.

Let’s use it.

• June 23, 2025

Why Is It So Popular Among Gen Z and Millennials?

Gen Z and Millennials are rewriting the rules of financial engagement—and they’re doing it on TikTok. With over 4.7 billion views, #FinTok isn’t just a trend—it’s changing the way younger consumers learn about, evaluate, and purchase financial products. For financial institutions, this shift represents both a challenge and a massive opportunity.

#FinTok is a global hashtag community on the social media platform TikTok. Consisting of users, influencers, and brands—including financial institutions—creators advise on budgeting, investing, side hustles, insurance, debt, and other financial matters.

FinTok helps build a sense of community around financial topics, with users sharing experiences, asking for advice, watching short videos, and joining in on discussions. FinTok users call this mix of finance and fun “Edutainment.” Here we’re taking a journey into #FinTok, looking at who is currently popular, and considering the place of financial institutions in the #FinTok universe—starting with the most popular Finfluencers.

Top 3 #FinTok Finfluencers

1. Erika Kullberg

Erika Kullberg describes herself as “an award-winning lawyer and personal finance expert featured in Inc. Magazine, CNBC, the Today Show, Business Insider and more.” She claims to be “the largest financial influencer in the world.” Her #FinTok stats are:

• 9M Followers
• 286 Following
• 75.1M Likes

2. Mark Tilbury

Mark Tilbury describes himself as a “self-made millionaire, who left school at 16 with no money and no qualifications.”  As an entrepreneur, he claims to “have grossed over $50 million,” and his net worth is valued at $8 million. His #FinTok stats are:

• 7.9M Followers
• 94 Following
• 114.5M Likes

Mark’s #FinTok page is dedicated to providing advice on saving and budgeting, credit card management, and wealth building and investment from the point of view of somebody who doesn’t necessarily have a formal education or qualifications.

3. Humphrey Yang

Humphrey Yang describes himself as a “former financial advisor, creator and entrepreneur, who previously worked in tech.” He claims his strength is “explaining things and making it all fun and easy.”  His #FinTok stats are:

• 3.4M Followers
• 501 Following
• 56.1M Likes

Humphrey’s #FinTok page is dedicated to educating viewers about personal finance, targeting mainly Gen Z. His claimed specialty is breaking down complex financial topics across investing, wealth building, and financial planning.

#FinTok: The Good, the Bad, and the Scams

TikTok draws a wide range of users, and the impact of #FinTok content largely depends on each viewer’s ability to evaluate what they’re seeing.

The Good
#FinTok reflects a growing interest in financial wellness, especially among Gen Z and Millennials who are eager to manage their money and connect with peers navigating similar challenges.

The Bad
Much of the advice shared on #FinTok, while well-meaning, is often based on personal experience rather than expertise—making it unreliable or even misleading.

The Scams
As #FinTok grows in popularity, so does the volume of scam content.  Self-proclaimed “successful” influencers promote costly courses or products that may offer little actual value.

Financial Institutions on #FinTok

71% of Gen Z and 68% of Millennials say that social media has had a positive impact on their financial decisions. And with financial education absorbed by the financial wellness trend, many financial institutions have met this challenge by joining #FinTok.

Some of the Financial Institutions on FinTok include: Chime Online Banking, FNB Community Bank, Farmers State Bank, Step Bank, Navy Federal Credit Union, Royal Credit Union, Alliant Credit Union, and Genisys Credit Union.

Financial institutions appearing on #FinTok have specific goals. Strategic approaches include:

• Delivering #FinTok edutainment: Providing financial topics in the style of popular short-form videos to reach, help, and inspire younger consumers.
• Increasing brand awareness and trust: Posting valuable content and leveraging trust, financial institutions become more relevant in the eyes of consumers.
• Reaching targeted audiences: Influencer marketing allows for effective engagement with specific demographics.
• Future-proofing: Connecting with younger generations where they are, with the right message, is key to long-term growth.

Targeting #FinTok Users Effectively

#FinTok is a niche hashtag community made up of specific sub-groups—think Gen Z students, Millennial homebuyers, crypto enthusiasts, frugal living fans, and many more.

If you consider joining, start by defining your ideal consumer profile, then think about where your audience shows up. Where are they in their financial journey? How does your product or service support that?

For example, a credit union aiming to reach college students would need a different #FinTok approach—whether through influencer partnerships or original content—than a crypto mining app.

Financial institutions who do best on #FinTok tend to adapt to its culture, goals, and formats, often working with Finfluencers. At the same time, they are aware of compliance and regulatory factors at each step.

Trust + Convenience = Competitive Advantage

Financial institutions leveraging #FinTok should focus on the experience they deliver to users who engage with them after viewing content on the platform. This would include:

• Finding a realistic way to offer long-term products such as financial protection without overburdening staff or resources.
• Leveraging engagement strategies using data-based targeting to send the right messages to the right customers or members at the right time.
• Creating a frictionless experience by meeting customers or members at each touch point using your trusted brand exclusively.

#FinTok is not just a trend—it’s a proxy for how consumers want to engage with financial information as a whole: fast, convenient, and trusted.

Even if FinTok isn’t part of your marketing strategy, it’s worth paying attention to the principles behind its success: clear messaging, relatable content, and meeting consumers where they are.

 And don’t forget the fun!

Senior Content Strategist & Copywriter
Crafts campaigns that convert. Builds content systems and turns end-to-end strategies into powerful SEO-, GEO- and AEO-optimized storytelling. Leads creative teams and delivers high-impact content across advertising and multi-channel marketing.

Experience

Content & Copywriting Consultant – Freelance

Apiary Digital | Port Townsend, WA (Remote) | January 2026 – Present

• Growth marketing expertise across content strategy and copywriting

Senior Marketing Content Writer

Franklin Madison | Brentwood, TN (Remote) | April 2025 – December 2025

• Boosted blog performance, increasing open rates and time-on-page
• Redesigned and updated a website, streamlining content and layouts
• Created thought leadership eBooks to drive gated content engagement
• Produced themed social media campaigns, integrating AI-generated visuals
• Developed email drip campaigns to support sales growth and engagement
• Authored case studies highlighting successful campaigns and measurable results

Senior Ad & Content Writer

The Aragon Company | Brooklyn, NY (Remote) | April 2024 – April 2025

• Improved CTRs and reduced bounce rates, driving higher engagement
• Wrote and produced video scripts for paid advertising campaigns
• Innovated short-copy listicle campaigns, introducing GEO-optimization
• Authored long-form content for clients across industries, including white papers
• Designed ad creatives using AI-generated imagery, enhancing campaign performance
• Developed dynamic offer blocks in WordPress, optimizing user experience

Senior Marketing Copywriter – Contract

New York Municipal Credit Union | New York, NY (Hybrid) | May 2023 – April 2024

• Developed blog and social media calendars covering product launches and events
• Refined brand tone of voice (TOV) to engage evolving demographics
• Produced blog posts, email campaigns, and social media content that drove interaction
• Delivered high-performing digital and print copy for events and awards
• Audited website and optimized landing page copy, improving UX and conversions

Senior Copywriter & Editor-in-Chief

Ladders, Inc. | New York, NY (Remote) | September 2018 – January 2023

• Achieved record 34.48% open rate and 5.53% click-through rate for newsletter
• Increased marketing email open rates by 9.2% on average, driving engagement
• Optimized CTAs, leading to an 8.5% boost in user engagement
• Edited two CEO-authored Amazon career guides, enhancing readability and impact
• Created SEO-optimized content, UX copy, and B2B/B2C articles for diverse audiences
• Produced 73 industry-specific, two-page resume templates, streamlining UX
• Ghostwrote and edited for CEO/C-suite, including PR interviews

Senior Copywriter

Lovingly, LLC | Fishkill, NY (On-Site) | March 2017 – September 2018

• Directed copywriting and UX strategy for a company rebrand (B2B and B2C)
• Crafted 15+ client success stories from interviews, showcasing measurable outcomes
• Boosted email open rates by 15% during a major campaign
• Developed SEO-driven website and landing page copy to boost conversions
• Authored a comprehensive style guide to maintain consistent brand voice

Lead Writer & Editor

Bamboo Solutions | Reston, VA (On-Site) | October 2015 – November 2016

• Produced a 37-page product catalog covering 50+ products in one month
• Created eBooks, web content, email campaigns, ads, and press releases
• Increased direct marketing conversions by 12% over 12 months
• Wrote and optimized 4+ promotional blog posts per week
• Edited guides and posts authored by non-native English-speaking software engineers

Senior Copywriter

Aylesworth Fleming | Dorset, UK (On-Site) | June 2011 – May 2013

• Spearheaded turnaround in client satisfaction, driving measurable improvements
• Produced radio, print, and digital campaigns for leading UK residential developers
• Recruited, trained, and mentored junior copywriters, building high-performing teams

Copywriter

Ogilvy | Paris, France (On-Site) | August 2007 – March 2011

• Developed marketing concepts and end-to-end campaign strategies
• Led multi-concept campaigns for IBM, securing executive approval
• Designed multi-copy strategies for major brands, including IBM and Duracell
• Expanded creative expertise into health and wellness campaigns with Nestlé Nutrition
• Delivered campaign copy for Europcar, meeting strict brand standards
• Created a pitch-winning campaign for Ogilvy Health; met with clients, earned approval

Skills & Tools

• Writing and Editing: Brand Storytelling, Short Form and Long Form Copy Writing, Scriptwriting, UX Writing, Research, Editing, TOV Development, End-to-End Multi-Channel Content Strategy, Content Engine Development, Messaging Alignment Across Sales, Marketing, and Customer Success, Short-Form Video and Social Content, SEO-, GEO- and AEO-optimization
• Marketing and Strategy: Growth Marketing (B2B SaaS, FinTech, Emerging Tech), Branding, Omnichannel Campaigns, AI-Assisted Marketing, Account-Based Marketing (ABM), Retention and Lifecycle Marketing, Community and Engagement Marketing, Product-Led Growth, Experimentation and A/B Testing, Data-Driven Campaigns
• Digital and UX: Figma (Prototyping, UX Design), Adobe Creative Suite (Photoshop, Illustrator, InDesign), Google Ads, WordPress, HubSpot CRM, Salesforce, Google Search Console, Webflow, No-Code Tools (Zapier, Airtable, Bubble), Basic HTML
• Analytics and AI: AI Fluency (ChatGPT, Claude, Jasper, MidJourney, Synthesia), AI Campaign Optimization, Predictive Analytics, Marketing Automation, Google Analytics, Tableau, Semrush, Ahrefs, Data Storytelling and Dashboard Visualization, Audience Segmentation, ROI Tracking
• Project Management: Team Leadership, Planning, Trello, Jira, Monday.com, HubSpot, Canva, Cross-Functional Collaboration, Agile and Lean Startup Methodologies, Autonomous Execution
• Workplace Connectivity: Asynchronous Collaboration, Slack, Zoom, Microsoft Teams, Notion, Miro, Loom, Virtual Co-Creation Tools (Mural, FigJam, Jamboard)

Education

Bachelor of Arts, Cultural Studies | University of Sheffield, UK 

Focus: Media, Culture and Communication

CertTESOL | Trinity College, London, UK 

International English Teaching Certification

Industries

Health and Wellness | Tech | SaaS | Affiliate Marketing | Job Search (B2C) | Hiring (B2B)
D2C Consumer Goods | Insurance | Residential Development | Banking | Financial Services

Languages

English – Native 

French – Beginner