The Signal and the Story

Marketing as Signal | H1 2025 Spend Sets the Stage:First-half 2025 data shows financial marketers ramping up spend (overall +11% YoY) even as credit card promo budgets took a brief breather. Now, a wave of product refreshes and record budgets from the likes of Chase and Amex signal that the second half of 2025 will be a marketing blitz of historic scale, one aimed at brand identity as much as customer acquisition.SoFi’s CMO for Lending on Storytelling | Inspiration as Strategy:Andrew’s interview with SoFi’s marketing chief for Lending, Meera Iyer, offers an energizing reminder: great marketing in financial services isn’t just aboutproducts, it’s about purpose. From building trust through education to turning data into compelling member stories, her playbook challenges every CMO to lead with mission and imagination. Fulcrum Thought: The next era of marketing won’t be measured by accounts acquired, but by identities inspired. Is your brand inspiring one?