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EMARKETER

Banking Trends to Watch in 2025

Banks Look to BaaS, Open Banking, Financial Media Networks, NFC-Enabled Wallets, and Branches for Growth

Report by Tiffani Montez, Maria Elm, David Morris  |  Jan 3, 2025

Top Trends to Watch in 2025

Need-to-Know Trends Across 12 Industries and 6 Regions

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Table of Contents
The BaaS compliance crackdown will shift market power to larger FIs
Banks will push forward with personalization despite open banking regulatory tensions
FMN launches will surge as FIs chase ad dollars
Apple NFC opens doors for wallet competition
Banks bet big on branches as a growth engine and financial hub
Sources
Media Gallery
About This Report
Reeling from 2024’s challenges, financial institutions must embrace bold strategies in 2025 to future-proof their businesses in a landscape plagued by economic, competitive, and regulatory pressures.
Topics
Financial Services
Banking
United States
Table of Contents
The BaaS compliance crackdown will shift market power to larger FIs
Banks will push forward with personalization despite open banking regulatory tensions
FMN launches will surge as FIs chase ad dollars
Apple NFC opens doors for wallet competition
Banks bet big on branches as a growth engine and financial hub
Sources
Media Gallery

After a turbulent year of rising costs, weak loan demand, and tighter regulations, 2025 will test financial institutions (FIs) like never before. To adapt and thrive, they will reinvent themselves with bold strategies and innovation—or risk falling behind in an ever-evolving landscape.

Here’s what’s in the full report

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5charts

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Table of Contents

  1. The BaaS compliance crackdown will shift market power to larger FIs
  2. Banks will push forward with personalization despite open banking regulatory tensions
  3. FMN launches will surge as FIs chase ad dollars
  1. Apple NFC opens doors for wallet competition
  2. Banks bet big on branches as a growth engine and financial hub
  3. Sources
  1. Media Gallery

Charts in This Report

Most Sponsor Banks of Fintechs Face Compliance Costs Exceeding $100,000 (% of US sponsor banks that lost money due to compliance violations, by amount, June 2024)Consumers Are Ready to Swap Data for Personalized Marketing and Financial Advice, (% of US mobile banking users, Sep 2024)
FMNs Will Make Up Just a Fraction of Total Ad Spend—but Their Growth Will Be Enormous (billions in US financial media network (FMN) ad spending and % of digital ad spending, 2023-2026)QR Codes Trail App Payments and Tap-and-Pay Among In-Store Mobile Payment Methods (% of US adults who used their phone to pay in-store, Nov 2023)
Consumers Still Prioritize Branches When Selecting a New Bank (% of US checking/savings account users, Oct 2024)

authors

Tiffani Montez, Maria Elm, David Morris

Contributors

Lauren Ashcraft
Suzy Davidkhanian
VP, Content
Donte Gibson
Senior Charts Editor
Amy Rotondo
Director, US Research
Matt Torpey
Senior Chart Editor
Julia Woolever
Ali Young
Senior Copy Editor
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