Jump to main content
Quick send CV Upload a brief

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 

Traditional brokers have been making the biggest strides in investments via apps for a while now. Hargreaves Lansdown, for example, launched their mobile app early, back in 2011. They’re now the largest investment platform in the UK and helped to pave the way for newer success stories like Freetrade, Europe’s closest equivalent to the US-based Robinhood. 

More recently though, investment banks and wealth managers, with high net worth individuals and institutional investors, are wanting a piece of the app pie. St James’ Place, Fidelity, Coutts, and Brewin Dolphin have all launched mobile apps in the last four years, and new launches are still happening with the likes of M&G Wealth, a FTSE 100 investment manager, teaming up with Moneyfarm to launch a new app earlier this year. 

Even traditional asset managers have staked their claim to the UK retail market by offering investing via apps with robo advisors. Nutmeg, acquired by J.P Morgan in 2021, is one of the UK’s best known investment platforms given its popularity amongst beginner investors as a result of its low fees and hands-off approach. Goldman Sachs’ answer to Nutmeg, Marcus Invest, launched the following year.

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 us here  

Read about Investment Management

List #1

Related posts

Salary Survey & Trend Report 2024

Teaser

Salary & Market Trend Guide

Content Type

Downloads

Publish date

06/18/2024

Summary

Introducing our Salary & Market Trend Report for 2024/2025 - the ultimate resource for employers and candidates navigating the dynamic job market and evolving career landscape.Uncover how to future-pr

Teaser

Access our latest benchmarking guide for 2024 for marketing, digital and communications professionals. Access our overview of key industry trends this year.

Read more
The Rise of TikTok Shop: Influencer Marketing, Social Media Selling, and the Retail Revolution

Teaser

Industry news

Content Type

Articles

Publish date

06/03/2024

Summary

TikTok has emerged as a game-changer in digital marketing. Its short-form videos and vast user base offer brands a unique opportunity to engage with consumers. One of the most significant developmen

Teaser

TikTok has emerged as a game-changer in digital marketing. Its short-form videos and vast user base offer brands a unique opportunity to engage with consumers. One of the most significant developments in this space is the arrival of TikTok Shop, which enables users to purchase products directly within the app. Coupled with the rise of influencer marketing, TikTok Shop is revolutionising the retail industry.

Read more
Balancing Speed and Quality in Tech Development
Balancing Speed and Quality in Tech Development

Teaser

Discipline expertise

Content Type

Articles

Publish date

05/28/2024

Summary

The need for speed and quality often seem at odds in the technology development sector. The rapid pace of innovation necessary to remain competitive can undercut the meticulous attention to detail r

Teaser

Read more
How to Become a Great Marketing Leader through Self-Discovery?

Teaser

Career advice

Content Type

Articles

Publish date

05/22/2024

Summary

Marketing and Communications Leader Series Episode 5: Jen Barham Welcome back to EMR's Marketing & Communications Leader Series. In this podcast, we dive deep into the journeys of exceptional senior m

Teaser

In this EMR podcast, Jen Barham, talks about the power of self-discovery, self-awareness, resilience, and authenticity for effective marketing leadership.

Read more
How to Advance Your Career in Communications Leadership?

Teaser

Career advice

Content Type

Articles

Publish date

05/20/2024

Summary

Marketing and Communications Leader Series Episode 4: Dominic Elliott Welcome back to EMR's Marketing and Communications Leader Series podcast, where we dive deep into the journeys of exceptional seni

Teaser

In this EMR podcast, get actionable advice from Dominic Elliott on how to advance your career in communications and be successful in a leadership position.

Read more
How to Leverage Your Diverse Experience in a Marketing Leadership Career?

Teaser

Career advice

Content Type

Articles

Publish date

05/14/2024

Summary

Marketing & Communications Leader Series Podcast Welcome back to EMR's Marketing and Communications Leader Series. In this podcast, we dive deep into the journeys of exceptional senior marketing and c

Teaser

In this EMR podcast, uncover career insights and tips from Noreen Biddle Shah, Chief Marketing & Comms Officer, as she shares her leadership journey.

Read more
Digital Marketing 2022
Why Is This The Year to Kickstart Your Digital Marketing Career?

Teaser

Career advice

Content Type

Articles

Publish date

05/13/2024

Summary

Over the last few years, we're seeing a significant change in the landscape of the marketing sector, pushing brands to adapt and implement new ways of advertising. This shift has ushered us into a new

Teaser

From the growing demand for digital skills to the opportunities for career growth and fulfilment, learn why this is the year to pursue a career in digital marketing.

Read more
How to Navigate a Marketing Career: From a Junior Role to a Director

Teaser

Discipline expertise

Content Type

Articles

Publish date

05/10/2024

Summary

The Marketing & Communications Leader Series Podcast Welcome back to EMR's Marketing and Communications Leader Series. In this podcast, we dive deep into the journeys of exceptional senior marketing

Teaser

In this EMR's podcast, we ask Emma Hill, Brand & Marketing Director, about the skills, experience and critical factors for success as a senior marketing leader.

Read more
The Latest Marketing & Digital Recruitment Trends
The Evolution of Client Expectations in Recruitment

Teaser

Industry news

Content Type

Articles

Publish date

05/08/2024

Summary

The recruitment industry has experienced seismic shifts in the last few decades. With technological advances and changes in the workforce landscape, client expectations have evolved significan

Teaser

The recruitment industry has experienced seismic shifts in the last few decades. With technological advances and changes in the workforce landscape, client expectations have evolved significantly.

Read more
EMR Building a Successful Career in Communications
Building a Successful Career in Communications

Teaser

Career advice

Content Type

Articles

Publish date

05/08/2024

Summary

EMR is uniquely positioned to understand the transformative nature of communications in the marketing industry. In this dynamic field, roles in communications are constantly evolving. The underlying f

Teaser

EMR is uniquely positioned to understand the transformative nature of communications in the marketing industry. In this dynamic field, roles in communications are constantly evolving.

Read more
View more