The changing priorities of financial services marketing

More content, more channels and more ways to be discovered. But does greater visibility necessarily translate into greater impact?

For asset managers and private wealth firms, the challenge is no longer simply about reaching audiences. It's about maintaining consistency, demonstrating value and building recognition across an increasingly fragmented digital landscape.

These were among the key themes that emerged from a recent Yext roundtable I attended in Zurich, alongside marketing leaders from Vontobel, Swiss Life, UBS Asset Management, Sagard and EQT.

Five key takeaways emerged from the conversation.

1. More content doesn't always mean more impact 

AI is accelerating content creation, but compliance and approval processes cannot always keep pace. Participants emphasized the importance of human judgement and producing purposeful, credible content rather than simply increasing volume.

2. Consistency requires coordination

Fragmented teams, disconnected platforms and regional requirements make it difficult to deliver a consistent digital experience. Clear ownership, shared guidelines and stronger collaboration across marketing, technology and compliance teams remain essential.

3. Measuring digital value remains a challenge

As firms invest in new approaches to digital discovery, demonstrating impact is becoming increasingly complex. Participants discussed the difficulty of measuring AI visibility, attributing improvements to specific activities and making the business case for further investment.

4. Digital presence extends beyond the website

From LinkedIn and professional profiles to third-party platforms and AI-generated responses, audiences are discovering brands through an expanding range of channels. Consistent information, credible expertise and connected content are increasingly important to maintaining a recognisable brand presence.

5. Visibility is not the same as preference

Being discovered does not necessarily mean being understood or remembered. The discussion highlighted the distinction between appearing in AI-generated responses and being credited as a source, reinforcing the importance of brand recognition, authority and differentiation.

From presence to preference

The Zurich discussion reinforced a familiar challenge for financial services marketers: how to balance innovation with consistency, governance and measurable value.

These themes echo Living Group's latest Living Ratings of Asset Managers 2026 research, which examines the shift from brand presence to brand preference.

As digital expectations evolve, the opportunity lies not simply in being more visible, but in creating distinctive, credible experiences that build recognition, trust and lasting preference.

How does your firm compare?

A Living Ratings Snapshot benchmarks your firm against competitors and provides a Brand Preference Potential profile. For deeper insight, a Digital Diagnostic delivers detailed analysis, practical recommendations, and clear priorities for action.

Contact Mark Stephenson to discover which approach is right for your firm.

Greg Hobden, Chief Client Officer, Living London