The Month in Digital Marketing for Finance – June 2025
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.
Post of the Month
New York Times – A.I. Is Getting More Powerful, but Its Hallucinations Are Getting Worse
Last month, an A.I. bot that handles tech support for Cursor, an up-and-coming tool for computer programmers, alerted several customers about a change in company policy. It said they were no longer allowed to use Cursor on more than just one computer.
In angry posts to internet message boards, the customers complained. Some canceled their Cursor accounts. And some got even angrier when they realized what had happened: The A.I. bot had announced a policy change that did not exist.
“We have no such policy. You’re of course free to use Cursor on multiple machines,” the company’s chief executive and co-founder, Michael Truell, wrote in a Reddit post. “Unfortunately, this is an incorrect response from a front-line A.I. support bot.”
Marketing Week – 60% of marketers don’t measure if work is delivering business outcomes
What’s measured matters as the saying goes, but data suggests not all marketers are analysing the impact their work has on the wider business.
Marketing Week’s 2025 Language of Effectiveness survey, in partnership with Kantar and Google, finds just two-fifths (39.2%) of brand marketers measure whether their work is delivering business outcomes.
The survey of more than 1,000 brand marketers finds conversion rates (60.8%) are the most popular metric used in effectiveness tracking, followed by return on investment (57.5%), click through rates (57.5%), new customer acquisition (53.7%) and brand awareness (51.9%).
Cognito – The human imperative: Why brand matters more than ever in the age of AI
As I sat in the Innovation Stage sessions at London Tech Week this week, listening to industry leaders discuss the future of marketing and brand building, one thing became clear: as AI advances, brands must become more human.
They need to focus on creating something that can’t be generated by a large language model – authentic human connection.
The Trust Revolution: From Control to Conduct
The most striking insight from the sessions was the fundamental evolution of trust. We’ve shifted from an era of “control trust” – where brands could carefully orchestrate their message – to “conduct trust,” where we need to build trust with our customers over time, who then become credible advocates.
For financial services and fintech companies, this shift is particularly profound. In an industry built on trust, 33% of Gen Z now trust influencers and alternative media personalities, compared to just 28% of those aged 65 and above. Traditional institutional credibility is being challenged by the growing demand for personality-driven authenticity. Showing the people behind the business is the best way to demonstrate this.
As one panelist noted, “personality can’t be generated” and “people buy from people”.
ProFundCom – Fund Marketing Emails That Work: A Guide to Mastering Templates
Never Underestimate the Humble Email
Sifting through emails is a universal experience. Coupons and promotions, shopping cart reminders, or a wedding invite to RSVP to. Investors likewise hope to receive updates from the fund they place their money with, so making them stand out in their inbox is imperative.
This presents amazing fund marketing opportunities: emails cover a range of content formats from product releases to monthly factsheets or a plug for a new video series on ESG investing. Plastered with a logo, colour scheme or people photos, they do a lot of brand awareness hefty lifting without much effort.
That is so long as there are templates in place. They work as a blank canvas with swappable components, making sending off personalised versions to every subscribed investor much quicker, without the headache of failing compliance. When this distribution can be automated, the sky’s the limit for reiterating great investor experiences.
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
