The Financial Services industry stands at a unique intersection of tradition and innovation.

Our comprehensive survey of 730 marketers, including 147 respondents from this space, reveals intriguing insights into how this industry navigates cross-channel marketing in today's digital-first landscape.

What stands out is not just their reliance on trusted channels like email and social media, but also their strategic approach to personalization and the challenges they face with legacy systems.

Surprisingly, they emphasize personalizing the customer journey at various stages, a tactic more prevalent in this sector than within the broader market. Yet, the path toward effective customer engagement is fraught with technological hurdles, with over half relying on outdated systems or manual processes.

This article will explore these compelling findings, exploring the balance financial services brands strike between security, personalization, and innovation.