Fintel Connect and Cornerstone Advisors Release Report Revealing Marketing ROI Measurement Gap in Banking

Fintel Connect and Cornerstone Advisors Release New Report Revealing the Marketing ROI Gap in Banking.

Fintel Connect, financial services' only dedicated affiliate marketing platform, network, and agency, has released a new report commissioned with Cornerstone Advisors examining how financial institutions spend, measure, and struggle to prove marketing value. The report, titled "The Marketing ROI Gap in Banking: How Financial Institutions Spend, Measure, and (Struggle to) Prove Marketing's Value," provides financial services-specific data on marketing budgets, channel performance, attribution challenges, and ROI measurement.

Based on a survey of 126 senior executives at U.S.-based banks and credit unions, the research represents the first industry-specific examination of marketing effectiveness measurement in regulated financial services. The findings reveal a disconnect between where financial institutions allocate marketing dollars and how confidently their leaders can connect that spend to business outcomes.

Attribution and Measurement Challenges

According to the report, nearly six in ten senior marketing executives said their core or CRM system limits their ability to measure marketing ROI. Additionally, 31 percent believe they credit the wrong marketing channel, while another 26 percent are not sure. Not one institution surveyed said it could reliably attribute marketing results to all the outcome measures evaluated in the report.

The data highlights systematic challenges financial institutions face in connecting marketing investment to measurable business results. These attribution gaps create uncertainty around channel effectiveness and budget allocation decisions, limiting marketing teams' ability to demonstrate value to executive leadership.

"Financial institutions are being asked to make smarter marketing decisions in an environment that is more complex, more competitive, and harder to measure than ever," said Nicky Senyard, CEO and Founder of Fintel Connect. "This report gives bank and credit union marketers, for the first time, a scorecard on marketing ROI: clear, industry-specific insight into how their peers are spending, which channels are performing, and where measurement is breaking down."

Channel Performance and Specialization

Based on the report, affiliate or partner marketing was identified as the most under-leveraged channel in terms of quality and scale. For financial institutions, affiliate marketing requires more than generic platform capabilities. The research identifies a clear need for partners that understand the realities of regulated financial marketing, including compliance oversight, product complexity, publisher quality, attribution, and the importance of funded accounts and qualified customers over traffic volume alone.

"Affiliate marketing in financial services requires a different level of specialization," Senyard added. "Banks and credit unions are not simply looking for more clicks or broader reach. They need qualified applicants, funded accounts, compliant content, transparent measurement, and partners who understand the realities of financial marketing. That is why Fintel Connect was purpose-built for this industry."

The distinction between general affiliate marketing and financial services-specific affiliate marketing reflects broader challenges financial institutions face when applying marketing technologies and strategies developed for less regulated industries. Compliance requirements, longer sales cycles, account funding metrics, and regulatory oversight create operational complexity that generic marketing platforms cannot address effectively.

Platform and Service Approach

Fintel Connect's platform, network, and managed services help banks, credit unions, fintechs, and insurers launch, manage, and scale affiliate programs. The company combines dedicated financial services technology with hands-on support from in-house specialized experts who understand regulated acquisition marketing, publisher strategy, content compliance workflows, campaign optimization, and performance measurement.

The positioning emphasizes that financial services marketing requires expertise beyond standard digital marketing capabilities. Compliance workflows, account quality measurement, regulatory content review, and performance attribution in regulated environments demand specialized knowledge that generalist marketing platforms and agencies typically do not provide.

Industry Context and Research Availability

The full report, "The Marketing ROI Gap in Banking," is now available from Fintel Connect through the company's resource center. The research provides benchmarking data for financial institution marketing leaders seeking to understand peer spending patterns, channel effectiveness, and measurement capabilities across the industry.

About Fintel Connect

Fintel Connect operates as financial services' only dedicated affiliate marketing platform, network, and agency. The company drives scalable growth for banks, credit unions, fintechs, and insurers through specialized tools, expert support, and experience in regulated environments. Fintel Connect partners with thousands of targeted high-quality traffic sources and powers affiliate programs for over 100 leading financial institutions, including Live Oak Bank, Grasshopper, Scotiabank, and BMO. Additional information is available at fintelconnect.com.

About Cornerstone Advisors

For more than 20 years, Cornerstone Advisors has delivered data-driven insights, strategic guidance, and practical solutions to help banks, credit unions, and fintechs improve performance and build stronger financial institutions

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