What We Heard at Financial Narrative’s 2025 Spring Summit

On Tuesday, April 29, Financial Narrative gathered top marketing and communications leaders across the finance industry for its annual Spring Summit, hosted this year at ING’s NYC office. With a full day of panels, keynote speakers, and networking, the event offered fresh insight into the evolving landscape of financial storytelling.

A Unifying Thread: Change Is the Only Constant

Whether the topic was trust, branding, AI, or global communications, one message echoed throughout the day: the industry is in constant motion. That makes it more important than ever to connect with peers, share what’s working (and what’s not), and find moments for real dialogue.

Here are some key takeaways from the day’s standout sessions:

– Trust is shifting from institutions to individuals. As readers increasingly turn to independent platforms like Substack, they’re following trusted voices, not just outlets. The old political strategy of “going direct” is now showing up in financial and fintech communications, as companies look to build unfiltered connections with their audiences.

– One panelist emphasized the importance of writing in a way that feels human and intelligent. Your audience is informed – don’t talk down to them. Write like you’re having a conversation with a friend at the bar. In a crowded media environment, time and attention are the real competition, so clarity and authenticity matter more than ever.

– A key distinction made during a session on AI: It is not search. Instead of finding information, you’re assigning tasks. Prompting is a form of programming. Your outputs depend entirely on how clearly and creatively you define the job. This mindset shift is critical for marketers looking to leverage AI effectively.

With AI becoming an ever-larger force, companies need clear, proactive policies. The risk of misuse or misunderstanding is real, and without guardrails, reputational risk grows. Owned content, produced and published directly by the brand, will become an increasingly valuable asset as AI disrupts traditional media channels.

– Global branding is being redefined in real time due to shifting geopolitical dynamics. What’s appropriate or resonant in the U.S. may be perceived entirely differently in Europe or elsewhere. Marketers must move carefully, resisting the urge to weigh in on every issue and instead focusing on the conversations that matter most to their brand.

– There’s growing collaboration across departments – communications, HR, legal, and marketing are more aligned than ever. Words and imagery carry weight, and their meanings don’t always translate across borders. The DNA of your brand can stay consistent globally, but tailoring content with local data is essential to ensure relevance and resonance.

– Rebrands don’t start with a mood board; they start with research. If you want leadership support, bring the data. Showing the “why” behind a rebrand, backed by audience insight, market shifts, or brand perception gaps, can help gain critical internal buy-in and set the foundation for success.

Financial Narrative’s Spring Summit made one thing clear: staying ahead requires adaptability, authenticity, and a willingness to ask uncomfortable questions. As the industry continues to evolve, so must the way we communicate.