How Rodan is Powering Modern Marketing in Financial Services

Marketing in financial services has long relied on assumptions - age, income, location and a handful of demographic signals. In 2025, these no longer tell the full story. People are not just data points. They are shaped by culture, habits and values that influence how they make decisions about some of life’s biggest financial commitments.

At Rodan, we help financial brands see the human stories behind the data. Our work with a UK mortgage fintech set out to understand how potential borrowers think, feel and engage what captures their attention, what builds trust and what ultimately drives them to take action.

We used large-scale national survey data and AI analytics to explore not only financial behaviour but also the surrounding context: media consumption, digital activity, lifestyle interests and even cultural preferences. By connecting these patterns, we identified what modern borrowers truly respond to reassurance and simplicity in complex processes, genuine expertise expressed clearly and a sense of cultural alignment that builds familiarity.

Our analysis confirmed a shift that many brands sense but struggle to quantify: audiences are informed and research-driven. They spend time comparing products, reading expert guides and consuming reviews before committing to financial decisions. They expect brands to provide useful, trustworthy and well-presented information, not advertising disguised as advice.

For marketers, this requires a change in how strategy is built. Success now depends on the ability to:

• Translate behavioural and cultural data into actionable audience insight

• Connect multiple data sources to identify meaningful patterns

• Build brand messaging around clarity, trust and personal relevance

• Align creative strategy with the emotional and cultural signals that drive engagement

By bringing together intelligence from social media trends, search behaviour and media preferences, Rodan helps organisations pinpoint where their audiences are most active and what they respond to when they get there. The outcome is more effective, insight-led campaigns that resonate deeply and convert efficiently.

This approach is not about gathering more data. It’s about using data more intelligently. By turning complex behavioural information into strategic clarity, Rodan enables financial and fintech brands to communicate with confidence, relevance and precision.

We believe the future of marketing lies in understanding people, not just targeting them. And that understanding must be grounded in evidence, empathy and intelligent systems that evolve as audiences do.