ON24, a leading intelligent engagement platform for B2B sales and marketing, announced the release of its “2024 Financial Services Digital Engagement Benchmarks Report.” The comprehensive analysis unveils key digital engagement trends within the financial services sector, providing insights for marketers aiming to increase engagement with clients, agents and advisors, build thought leadership, generate demand and ultimately increase business results.

“Today, financial services brands need to build trusted client relationships. For an industry that traditionally relied on in-person interactions, finding innovative ways to personalize the customer experience is imperative”

After analyzing interactions from thousands of financial services webinars and content experiences in 2023, the report reveals shifts in audience behavior and concludes that personalization is the biggest factor for driving business growth in the industry. Financial services companies have seen an 18% increase in calls-to-action (CTA) engagement since 2022 and more than double the growth rate within personalized CTAs. This trend is indicative of clients, agents and advisors’ increasing preference for online channels, highlighting the importance of a digital-first engagement strategy.

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“Today, financial services brands need to build trusted client relationships. For an industry that traditionally relied on in-person interactions, finding innovative ways to personalize the customer experience is imperative,” says Callan Young, CMO, ON24. “Our research demonstrates that the financial services companies prioritizing actionable insights, AI-powered innovation and personalized experiences have the potential to outperform their competitors and lead the industry now and moving forward.”

As digital engagement maintains its upward momentum year-over-year (YoY), the report has identified the following shifts:

• Client and advisor digital interactions are surging – The average number of interactions per webinar attendee within live webinars in financial services has grown by 13% since 2021.
• Personalization is key for increasing client conversion and advisor enablement – Within personalized experiences, engagement with calls-to-action more than doubled and requests for meetings increased by 73% YoY.
• Audiences want to engage with experiences anytime, anywhere – The number of interactions per attendee in on-demand webinars grew by 15% YoY.
• Continuing education and certifications in digital formats are rising – The number of digital certifications per client and advisor grew by 32% YoY, more than 10 points higher than the global average.
• Client, advisor and agent demand for content is greater than ever, increasing the need for generative AI – The number of content hub views grew by 57% YoY and engagement with on-demand webinars within content hubs nearly doubled YoY.

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