In this season 'Wrap' episode of the Financial Marketing Insights podcast, Jacob and Kaila look back over the past 12 months of FMI Summits, conversations, and community milestones - joined by Rupert Hodson, CEO of Dianomi, one of FMI’s key supporters in 2025. Together, they reflect on the themes that defined the year and the trends that will shape 2026.

From Content to Confidence

Kaila observed that content was a recurring theme across our podcasts and came up strongly again in the recent London Steering Group. For her, content is increasingly seen as a tool for education and credibility - at the heart of building trust in financial services.

Rupert added scale to this point: “Brands are starting to recognise three core values: content educates, content drives acquisition, and clarity impacts conversion. But above all, content builds trust. That trust can deliver lifetime value.”

Jacob connected the theme back to FMI’s Summits: “The sessions that resonated most this year were those where content wasn’t just promotional material, but a way of giving audiences confidence and clarity.”

AI: Opportunity and Risk

Jacob reflected that AI dominated discussions throughout 2025, with marketers shifting from fearing AI to fearing irrelevance if they don’t adopt it quickly. He highlighted challenges around compliance, ROI measurement, and leadership literacy - and noted the risk of “pilot purgatory” as firms experiment without scaling.

Rupert explained how Dianomi is using AI to analyse millions of articles each month: “We’ve moved beyond keywords to AI‑driven analysis of sentiment, readership, and engagement. This intelligence helps brands understand what their audiences are consuming in real time - and where opportunities lie.”

Kaila added: “The organisations that are bold with AI will leapfrog ahead. But the differentiator will still be the human connection. That’s why talent strategy matters too - we need the next generation of marketers trained not just in tools, but in behavioural science and psychology, because that’s what will truly set brands apart.”

Customer Experience and Insight

Jacob shared one of his big takeaways for the year: “We shouldn’t just be asking how we use AI in marketing. We should be asking how the use of AI by consumers is changing the world and their behaviour — and then how we need to adapt to communicate with them.”

Rupert noted: “Our ad placements appear when people are already consuming premium, thoughtful content. That’s a moment of high cognitive engagement and trust. It’s where brands should be telling their stories.”

Wrapping Up 2025

The conversation showed how financial services marketing continues to evolve - from content that builds confidence, to AI that challenges us to adapt, to customer experiences shaped by empathy and insight. At the heart of all these themes is the need for credibility and connection.

As Rupert reflected: “It’s all about the art of storytelling. Technology can help, but trust is built by humans.”

We hope you’ve enjoyed listening this year, and we look forward to continuing the conversation in Season 3 in 2026.