As new generations of consumers shrug at traditional brands and embrace newcomers in the banking, investment and payment spaces, how are the great financial institutions pivoting into change and emerging brands looking for advantage? What inspires trust and loyalty? Are innovation, convenience and other values trumping legacy and stability when consumers entrust their money to you? Amid the clutter, how are the great brands differentiating their proposition. We ask new and old players across financial service categories how they are competing for trust.

Famously cautious, the insurance industry can no longer be risk-averse. “InsurTech” is creating new categories and models for the industry. Advanced personal data gathering will change everything from underwriting to customer acquisition, while real-time digital interactivity adds countless new players into the market. But how will the marketing, branding and customer relationships change as both the products and the customer relationships redefine themselves? What should the new insurance brand look like?

Trust is built on relationships, but how can data driven, automated and digital worlds build authentic one-to-one marketing with financial services customers? FinServ brands new and old discuss how they are jumping through the hoops of privacy, security, legal, data hygiene and automation and delivering on the personalization promise.

What is the customer journey to trust now? As FinServ targets old consumers via digital channels, as younger consumers think differently about their finances, where do media buyers and planners segment, target and acquire new consumers? How do they break through clutter on media new and old?

FinTech has taken aim at every imaginable category of banking, investment, insurance. But as the field clutters with similar claims of tech prowess and anti-establishment street cred, the disruptors are competing with themselves for attention, credibility, differentiation. We convene a panel of upstarts to discuss how they build brand and grow in such a wall of marketing noise. Is this just a media arms-race or are subtler tactics succeeding here?

In an era of both rapid innovation and economic uncertainty, financial services brands must ensure that consumers are not only aware of their offerings, but how to use them safely. Pointing out what could go wrong with your service might seem counterintuitive, but it could also help build credibility and trust. What’s the best way to make consumer education part of your marketing mix?

Money isn't what it used to be, but neither the new generation of savers, borrowers and investors. Who is the new FinServ consumer? What are brands old and new discovering about their customer base? Let's crowdsource some research. Marketers share what they have learned.