Demand Generation for Fintech & Financial Services

Working capital solutions for mid-tier operations focus on operational cash flow optimisation and liquidity management. Low-fee OTC trading, efficient cross-border fund management, institution-grade KYC/AML compliance processes and support specifically designed for mining operations is the need of the hour, and these banks deliver this. This lets miners turn their Bitcoin earnings into ready cash in seconds so they can cover energy bills or buy new rigs without waiting days for settlements. This forced many to rely on informal money-service operators or delay critical purchases of power and equipment. Monitoring block difficulty adjustments helps in identifying upcoming changes in required compute power, allowing miners to anticipate rising energy and hardware costs. Cash flow management during volatile periods for Bitcoin is another key factor for long-term survival.

Over the course of the year, the Federal Deposit Insurance Corporation (FDIC), Office of the Comptroller of the Currency (OCC) and Federal Reserve have rescinded past statements and created more space for banks to engage with crypto. In 2025, banks moved from the sidelines to the crypto arena with activities like crypto-based financial products, stablecoin issuance, custody, and trading. Globally, Travel Rule implementation continues to pose challenges for both crypto businesses and regulators, including around the Sunrise Issue, the treatment of unhosted wallets, the adequacy of technical and risk expertise, and the interoperability of tools. Despite extensive efforts by EU authorities — including European Securities and Markets Authority (ESMA) and the European Banking Authority (EBA)’s work on detailed technical standards and supervisory convergence — divergent national interpretations and implementation challenges remain. The EU’s Markets in Crypto‑Assets (MiCA) Regulation took full effect at the start of 2025, but the shift from national, AML‑based regimes to the world’s first comprehensive crypto framework has been patchy.

In a rapidly evolving financial services landscape, institutions financial services demand generation must continuously assess demand across lending, investment, and insurance products to remain competitive and responsive to customer needs.

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Unlock insights and trends about your target audiences with research built on vetted and transparently sourced data put through our proprietary research methodology. EMARKETER provides the gold standard for media, advertising, and commerce data with thousands of ready-made forecasts, charts, and reports. At any time, investment decisions (including, among others, deposit, buy, sell or hold investments) made by AMINA, AlixPartners and its or their employees may differ from or be contrary to the opinions expressed in the Report.

BTC’s built-in scarcity encourages miners to support long-term price growth, helping the asset stay resilient during market downturns. Each approach offers a different lens—some grounded in supply mechanics like stock-to-flow or BTC-specific features like “halving.” Others are rooted in user adoption, sentiment, or energy expenditure. The lack of a widely accepted intrinsic valuation model has been a barrier to institutional investors, but there are various approaches to estimating BTC’s value. The COVID-19 pandemic really focused the market’s mind on the link between BTC investment and liquidity as central banks injected unprecedented amounts of liquidity into the global economy.

• In financial services, where category education is often required, demand gen is the more powerful and more sustainable approach.
• The key is sequencing and personalization, which turn cold traffic into engaged leads over time.
• When it’s working, your best prospects feel guided in their buying journeys, they discover you in research, keep bumping into your ideas in the wild, and find it effortless to take the next step when they’re ready.
• AI-ready data should be reliable enough that errors and drift do not erode model performance, timely enough to match the cadence of decisions, broad enough to capture signals across different formats, and governed tightly enough to meet compliance and security demands.
• Look for agencies that understand your regulatory environment, your buyers' evaluation process, and the compliance requirements you face.

In response, banks will likely need to bolster their infrastructure and capabilities as alternatives to deposits and payment rails emerge. Strong, diversified noninterest income should continue to be a key revenue driver for banks in 2026, with fee-based growth continuing to increase next year (figure 1). Will some banks’ AI ambitions be thwarted by their brittle and fragmented data infrastructure? The key is ensuring that all your marketing touchpoints reinforce both your brand and the value you provide through demand generation.

In 2025, traditional banks moved from the sidelines to actively participating in the crypto market by offering crypto-based financial products, custody services, trading, and stablecoin issuance. The Markets in Crypto-Assets (MiCA) Regulation is a comprehensive cryptocurrency framework within the European Union that took full effect at the beginning of 2025. International crypto businesses that wish to scale operations will face growing licensing and compliance costs in order to serve each market. Multi-layered cybersecurity frameworks will go from being best practice to baseline supervisory expectations as regulators recognize that operational failures in crypto security could have broader national security and financial stability implications. Meanwhile, with more activity moving onto blockchains, the potential impact of operational failures increases. As digital assets become increasingly embedded in global financial infrastructure, regulators are also intensifying scrutiny of the systemic risks this integration creates.