Mid-Year Marketing Check-In: A 5-Point Strategy Checklist for Financial Brands
As we round the corner into the second half of 2025, now is the ideal moment for financial marketers to take stock of their strategy. Whether you’re in asset management, fintech, banking, or insurance, a lot has changed in the last six months. A mid-year check-in ensures your marketing efforts remain aligned with your firm’s priorities and market realities.
1. Revisit Your KPIs & Reporting
Start by reviewing the key metrics tied to your business objectives. Are your brand awareness, client acquisition, or lead generation goals on track? Are your earned media efforts aligning with broader investor or stakeholder narratives? If your firm adjusted its strategic priorities, product roadmap, or growth goals this year, your KPIs may also need to shift. This is also a good time to assess whether internal reporting delivers real insights or simply recaps activity. Data-driven storytelling is essential in today’s boardrooms.
2. Reevaluate Your Audience
In financial services, clients’ needs and market behaviors can shift quickly, especially in today’s unpredictable environment. Are you still speaking to the same buyer personas, institutions, or segments you prioritized at the start of the year? For example, are wealth managers adjusting their strategies based on macroeconomic data? Has your fintech’s user base grown into new demographics? Reassessing your audience ensures your messaging, content, and channel strategy remain targeted and relevant.
3. Incorporate New Products or Offerings
Summer can be a quiet time for financial firms to roll out new fund strategies, tech capabilities, or service lines mid-year, but come September, it will be “all hands on deck.” Ensure your team and materials are prepared, from pitch decks and websites to investor comms and campaign creative. For highly regulated industries, this also means ensuring compliance and communications teams are tightly aligned with marketing from the outset of any launch, which means summer is the new planning season.
4. Prepare for Fall Conference Season
The back half of the year is filled with high-impact industry events. Whether you’re planning for Money20/20, Future Proof, FT’s Future of Asset Management, or the Greenwich Economic Forum, your presence needs to be more than a booth – it should be part of a broader campaign. Are you submitting for speaking opportunities? Pitching media in advance? Activating social campaigns around attendance? These events are critical touchpoints for brand visibility, deal flow, and thought leadership, especially in a competitive market.
5. Spotlight Award-Worthy Work
Awards season heats up in Q4, and financial brands often underestimate the power of third-party recognition. Now’s the time to identify standout work from the first half of the year, whether it’s a high-performing campaign, an innovative product launch, or an executive positioning effort that moved the needle. Starting now gives you time to craft thoughtful submissions that showcase results and creativity.
As the second half of the year picks up speed, taking the time now to recalibrate your marketing strategy can make all the difference. A thoughtful mid-year check-in helps ensure your team isn’t just reacting to the market—but actively shaping your brand’s place within it. Whether you’re tightening up KPIs, preparing for fall events, or spotlighting award-worthy wins, these steps help you stay agile, aligned, and ready to finish the year strong.
