This executive brief argues that financial brands must evolve from transactional engagement to trust-based relationships. It identifies modernization, collaboration, and data activation as key challenges, citing that 28% of leaders say IT—not marketing—owns engagement. Recommendations include tech stack audits, culture change, and activating real-time behavioral data for relevant messaging. It concludes that personalized, secure, and empathetic engagement drives loyalty and lifetime value beyond product adoption.

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