The evolution of communication in the financial industry

1. Change of client priorities

Previously, business in the Swiss financial sector was largely driven by factors linked to the country’s political stance, which favored discretion (or secrecy). This approach impacted all players equally. However, regulatory changes have since reshaped the landscape, and clients now prioritize performance above all else.

2. Innovation in financial services and products

Two major shifts have emerged:

• The rise of specific investment products such as ETFs and sustainable finance, leading to a new communication language.
• The emergence of new players, such as digital banks and cryptocurrency platforms, directly competing with traditional financial institutions.

These trends have driven a shift in messaging towards a more educational approach to attract investors. Additionally, the communication strategies of new players targeting progressive and younger investors differ from traditional methods. If the message has evolved, so have the preferred media channels, with videos and social media becoming dominant.

This evolution raises a fundamental question: how have the triggers of financial communication changed in this new environment? Traditionally, financial institutions relied on a “push” strategy, distributing information to predefined audiences. In today’s competitive landscape, however, communication has shifted towards a “pull” approach, where messages are crafted to engage and attract new clients.

New financial models emphasize a different approach to wealth management. Digital banks such as Yuh, Alpian, and Swissquote have embraced wide-reaching and modern communication strategies. Advertising spaces are now found in high-traffic public locations such as trams, buses, and airports, aiming to attract retail clients with low initial investment thresholds. Social media has also become a key channel, aligning with contemporary communication trends.
To appeal to this retail audience, the messaging is more dynamic and assertive, focusing on low entry investments, lower fees, and investor empowerment. This contrasts with traditional players who continue to emphasize wealth preservation, growth, and intergenerational transfer.

ETFs, cryptocurrencies, and sustainable finance—practically unknown two decades ago—have developed distinct communication strategies reflecting their unique characteristics.

• ETFs: Issuers like BlackRock, Vanguard, and StateStreet have become among the world’s largest asset managers. Since ETFs primarily follow a passive investment model, their communication has had to adopt an educational angle: why pay high management fees when most active investors fail to outperform their benchmark index?
• Cryptocurrencies: Early crypto pioneers faced a tougher challenge—how to convince people to embrace a revolutionary yet highly volatile financial product? Their journey began by appealing to tech enthusiasts, visionaries, and critics of the traditional financial system.
• Sustainable Finance: This sector was initially driven by regulatory and institutional pressures, such as COP conferences and NGO initiatives. However, investor skepticism remains regarding its benefits and risk-reward profile. Communication in this space must address unique challenges to gain broader acceptance.