How will the latest retail investment trends impact marketing careers in finance?

The growth of online and app-based investing over the last few years is changing traditional marketing career paths within financial services. Around one-third of all finance apps on the App Store allow for mobile trading and investment and investing apps saw a 40% year-on-year increase in downloads on the Google Play store alone in 2021. We asked our Financial Services consultant Stephen to shine a light on this trend and what this means for marketers within this industry. Read on to find out his observations based on his daily conversations with major players inside the investment and asset management sectors.

The rise of investment platforms    

We have observed platforms offering convenience, accessibility, affordability and transparency, like Robinhood and WeBull, make big names for themselves as a result of the Pandemic (nearly doubling in users). A period when many of us had spare time and fewer outlets for disposable income saw spiked interest in investing, catalysed by the rise of crypto trading and the notoriety of GAMESTOP short squeeze.   

Even top neo-banks are in on the act with investing options, as Starling Bank allows customers to transfer funds to FCA-approved brokerage platforms, and Monzo has announced its collaboration with Blackrock for an investment service within the app. With so many options to choose from, it's never been easier to invest. 

Traditional brokers boosting their app offering 

Shift in financial services career pathways 

As we see app-based retail investing continue to grow, traditional financial services marketing career pathways are being revolutionised. Where big banking experience was once the preference, now we’re seeing an increased demand for marketers with app-based experience. Think Hinge, Tinder, Peloton, Deliveroo – particularly candidates with digital marketing expertise spanning App-Store Optimisation (ASO), paid media acquisition, UX|UI, data and analytics and more - they could be the perfect fit for investment banks and wealth management firms looking to reach retail investors. 

The ease of transition into a high-regulatory environment that is financial services marketing may be a concern, however, most marketers say it can be easily overcome provided a strong interest in the sector. 

If you are looking for a candidate with a fresh perspective for your team, please get in touch to discuss more.

Looking for your next role in app marketing? If you would like to learn more about the opportunities in the rapidly growing retail investment space, contact Stephen here.