The Month in Digital Marketing for Finance – June 2026
The ProFundCom team has curated the best events, opinions, insights and resources relating to digital marketing from the previous month and looking forward to the month ahead. The team not only look to bring you the best articles for investment managers and hedge funds but also articles, in general, that marketers find useful.
Marketing Week – Word of Mouth, Word of Machine
As AI increasingly influences how consumers discover, evaluate and choose brands, the rules of marketing are being rewritten. Word of Mouth, Word of Machine explores what this shift means for brand builders and argues that success in the AI era requires more than visibility alone. Brands must be both machine-readable and human-referenceable.
The report introduces five principles for future-fit growth: brand clarity, machine readability, creative consistency, human referenceability and authority. Together, they provide a practical framework for ensuring brands are understood by AI systems while remaining meaningful to people.
Alpha Agency – A rebrand without rhythm is just an expensive vanity moment in time
Most rebrands follow a predictable trajectory: significant upfront investment leads to a high-profile reveal, accompanied by excitement and enthusiasm. Brand guidelines and toolkits are distributed, and initial compliance surges.
But momentum quickly fades. Old behaviours resurface, and the organisation gradually drifts back to its previous ways.
The problem is rarely a flawed strategy or bad creative execution. Instead, it’s the mindset of treating the rebrand as a single event rather than as an ongoing operating system.
When organisations believe their job is done once the launch is complete, the brand becomes trapped in a cycle of inertia.
How personalization is reshaping the way investment managers market themselves. Attention could be considered the most precious, finite resource of the digital age. Our Netflix, Amazon, LinkedIn, and Spotify algorithms get us, and are getting better at feeding us content that we like, keeping our attention. The success of these platforms is largely due to personalization.
In the world of investment management, the same conditions prevail. Investors are bombarded with content, and so are more selective than ever. Whether you’re communicating with an institutional allocator, an IFA, or a wealth manager, generic messaging no longer cuts through. Inboxes and feeds are full. Attention is short. And with so many options, the cost of irrelevance is highly relevant.
FT – How original ideas can give asset management marketing a big lift
Thought leadership is one of the most powerful tools in today’s B2B marketing mix — yet few brands know how to create content that genuinely influences decision-makers.
This four-part masterclass series is designed to give you the clarity, strategy and practical frameworks needed to build high-impact thought leadership that drives real commercial results.
Whether you’re new to thought leadership or want a refresher on the fundamentals, these sessions will equip you with the knowledge you need to elevate your organisation’s thinking and stand out in a crowded market.
The artificial intelligence bubble feels fit to burst
Digitalisation has been lightning-fast this side of the millennium, and AI represents one of its most seismic underground to mainstream hits. It’s not just a talking point: it’s a data processing behemoth with a predictive analytical mind beyond comprehension.
So much so that an estimated $35 billion has been invested in fintech AI applications. The returns of which, however, have been diminishing. For all its positives for personalisation, automated outreach and data segmentation, funds are struggling to see how it empowers their marketers to set their offerings apart. Investment is a people’s industry requiring customer psychology, storytelling and relationship building to excel – areas where AI capability is constantly playing catch up.
Given these costly moves the financial industry has taken and the technology’s growing sophistication, AI is not going anywhere.
In this comprehensive report, we’ll cross-examine why firms are not currently harnessing its forecasted ‘revolutionary’ use, citing data quality, lack of expertise and contextual understanding, availability, over-reliance on automations, and ever-looming financial compliance, which are getting stricter with AI’s own legal hurdles.
Beyond the pitfalls that have claimed early adopters, we’ll also offer constructive ways to implement AI that do have proven marketing outcomes and leave room for the most powerful factor for decision-making: authentic, human creativity.
The ProFundCom Digital Marketing Benchmark provides real-time access to all of ProFundCom’s digital marketing data from over the last 20 years, giving users the ability to compare how their marketing campaigns are performing versus sector peers. Further details of how other organisations are carrying out similar processes and the associated results are also available. The anonymised data is over 10 terabytes in size (which interestingly is the amount of data produced by the Hubble Space Telescope per year!) and will be split into different industry sectors as well as AuM. Access ProFundCom Benchmarking here
As a fund marketer, testing your email marketing campaigns on different devices and email clients is one of the most important tasks. Couple that with compliance, avoiding the JUNK folder, and avoiding getting added to blacklists. What most fund marketers have found is that generic mailing platforms just don’t have that ability. Whilst ProFundCom has this built into our platform, we have made this available as a free service if you are a financial marketer. If you provide us with the HTML in the form below we will run the following tests on the email
Instant Previews – Instantly see how your email will appear on over 70 different email clients Instant Blacklist Report – See whether your sending address is blacklisted on popular domain blacklists Instant SPAM Check – Rate how likely your email will end up in Junk folders Instant Compliance – Compare your email’s content against compliance heuristics
