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As we begin a new year, the financial technology industry continues to evolve at a rapid pace, driven by technological advancements, shifting consumer expectations and a dynamic regulatory environment. Building on the trends of previous years, we anticipate a year of bold innovation and new opportunities for growth. Our team has compiled our predictions and projected trends for the future of fintech, PR and marketing in 2025.
Prediction: AI's Expanding Influence and Crypto's & Fintech M&A's Resurgence
"AI will continue to be the 800 lb. gorilla in the room in 2025, expanding far beyond chatbots and becoming further ingrained in the back office (especially with operational efficiency top of mind for so many bankers). The arms race will especially be on for AI fraud and I expect FIs will be courting fintechs that can offer solutions to help combat this (though FIs are also likely to remain wary/highly critical of who they're partnering with in light of the Evolve/Synapse fallout). With the new administration's positive stance on crypto, we're likely to see a resurgence for it and its related tech/platforms, which also means that blockchain applications could get a big boost (and the recognition the tech deserves!). Finally, fintech M&A will likely continue to thaw, and with the new administration pushing for more deregulation, it could heat up even further." — Derek Howard, Account Supervisor
Prediction: Shifting Trust in Media
"More than ever, people get to pick and choose where they get their news. Rather than having a few generally trusted newsrooms across the board, audiences are free to follow whoever they personally deem trustworthy — whether it’s news outlets, podcasts, influencers, etc. In 2025, companies really need to know where their target audiences are getting their news so they’re able to reach them in a meaningful way. Sometimes a specific Substack can make a bigger impact than a large newspaper." — Gracie Gay, Senior Account Agent
Prediction: Community FIs Find Religion on Innovation for Growth
"With certain expenses up and the expected moderation on compliance burden, community banks and credit unions are more open to new ways of growing the business. Technology budgets have largely been for supporting existing systems and processes, however, 2025 will showcase how CFIs implement and partner to provide new services and reach new customers." — Scott Mills, President
Prediction: Deregulation Will Have Impacts for Finance and AI
Prediction: Early Adoption of Open Banking Could Give a Competitive Edge
"The Consumer Financial Protection Bureau (CFPB) unveiled its final open banking rule in October of 2024, requiring financial institutions above a certain asset size to provide free access to consumer financial data to authorized third parties, like fintech apps. The CFPB’s 1033 ruling will enable consumers to add or switch providers to receive better terms, access better rates and seek out offerings that best suit their unique needs. Despite large banks having until 2026 to prepare and comply with the CFPB’s ruling, investing early in the proper infrastructure will be essential. Additionally, institutions that opt for early adoption could potentially give themselves an advantage over their competitors."
— Alex Arango, Account Associate
Prediction: Small Business Lending Set to Rise
"Small business lending is expected to increase in 2025, fueled by lower interest rates following Federal Reserve cuts and government support for underserved markets. Advanced fintech tools and AI-driven solutions are streamlining the loan application process, improving efficiency and expanding access to capital. Community financial institutions that embrace high-tech strategies will be positioned to capitalize on this growth, supporting local economic growth while diversifying their revenue streams." — Gabriela Fowler, Account Representative
Prediction: Agility Becomes Critical to Success
"No matter what the business department, the rapid evolution of platforms and audience preferences requires the ability to be agile and adapt to changing circumstances. For communicators, this means being able to test and evaluate new approaches while still following the fundamental strategies that increase brands and drive leads. Whether you are an operations manager in the financial services space or a PR manager, 2025 will require organizations to have processes and frameworks in place that can allow for rapid changes." — David Jones, Executive Vice President
Prediction: Fintech Comes Back (Like it Never Left)
"With a new guard entering Washington early next year, it's widely anticipated that there will be a friendlier regulatory environment. Such conditions tend to propel quicker innovations and new market entrants, which will likely mean a fresh class of fintech startups and expansion for existing organizations. While it has been a difficult few years for fintech funding, I expect to see a resurgence next year. However, deregulation also tends to come with more relaxed consumer protections and an influx in predatory practices — it will be important for the financial services industry to remain vigilant to mitigate such risks." — Amber Bush, Group Director
As we gear up for the year ahead, staying informed of the latest fintech trends is essential. If you’re interested in sharing your predictions with us, please book 30 minutes with Scott Mills here.
