Finance vertical: How to play big and win?

The Finance vertical is considered evergreen and maintains its relevance regardless of season or region. It is especially popular in countries with unstable economies, but with the development of cryptocurrencies and the banking sector, interest in it has spread worldwide. Today, the EVADAV team will discuss the features of this niche and how to launch successful advertising campaigns for Finance offers.

Overview of the Finance Vertical

The Finance vertical includes offers related to financial transactions, Forex, crypto and investment projects, and loans. Many financial offers provide not only immediate access to funds but also training in investments, trading, and other ways to earn money.

The Finance vertical has several advantages, including high payouts, a wide selection of regions for promotion, and ease of entry.

Statistics and Forecasts

Overall, advertising spending in the Finance sector is steadily growing worldwide.

It is expected that digital advertising spending in the USA will increase by 4.3% in 2025 despite economic uncertainty, indicating the overall stability of the advertising market. According to EMARKETER, spending on financial media advertising in the USA will increase by 66.8% in 2025, reaching $1.22 billion, almost doubling the figure for 2024.

The most significant spending is expected on insurance and payment system advertisements. Loans and banking services remain consistently in demand:

At the same time, the spending statistics for leads in different niches are quite optimistic:

As we can see, the highest spending on leads is for banking products and loans (mortgages).

Trends in 2025

Based on the analysis of current trends in financial services advertising, several key directions can be identified:

• Personalization based on data and AI. This allows offering individual financial products, such as credit cards and investment plans, adapted to client behavior. It is crucial to comply with regulatory requirements, such as GDPR and CCPA.

• Ethical advertising and compliance with standards. Along with innovations in marketing, financial advertisers are focusing on adhering to ethical standards and transparency in the use of personal data.

• Omnichannel strategies in advertising. It is important to promote across several digital channels: social networks, email, and traditional media. Specifically, brands are increasingly using new social networks, such as TikTok, to engage younger audiences and spread educational content.

Mobile and app strategies are becoming central to financial marketing, with an emphasis on convenience and accessibility. It is also worth noting the reduced dependence on major platforms: advertisers are seeking alternative channels, such as push notifications, popunder, and Telegram ads, in response to stricter rules by Google and other major players.

Challenges of the industry

Source: The Financial Brand

Modern consumers expect a personalized approach. Marketers must develop strategies that take into account the individual needs and preferences of customers to increase engagement and trust.

The issue of trust is more important than ever. Due to various fraudulent schemes and crypto scams, many potential users only trust established banks and services. Therefore, if you are promoting a new product, it is important to highlight its security in the advertisement.

There are also challenges with compliance regarding privacy and data protection standards. Marketers face the need to adapt to new data protection requirements, such as the phasing out of third-party cookies and the shift to first-party data collection. However, for effective targeting setup, you will still need time for testing and experiments, so you will be able to select traffic sources for the whitelist.

Best Traffic Sources

Since the user funnel in the Finance niche is larger and longer compared to other verticals, the stages of audience warming are crucial – native advertising can greatly help here. It blends seamlessly into the site's content, making it less intrusive. 

You can achieve a higher CTR when native ads match the look and style of the content.

In-page push is also excellent for working with offers, especially if you target already authenticated users and want to increase their engagement. We recommend using push notifications to promote financial offers, such as loans, insurance, or credit cards.

Where else to get traffic?

• Finance affiliate networks (e.g., Financeads, MaxBounty) often provide exclusive offers, and affiliates already have established traffic, which makes them highly effective for financial advertising.

• Social media platforms have huge audiences and advanced targeting capabilities (age, income, interests, etc.). You can reach both broad and niche audiences through detailed demographic and behavioral targeting.

• Video ads are effective for clearly explaining complex financial products. Platforms like YouTube enable you to target audiences based on their interests or demographics, particularly through search ads and the display network.

Top GEOs

Unsure where to start? On the one hand, the Tier-1 audience is super-interested in investment projects and financial instruments. However, we recommend beginners to try Tier-2 and Tier-3 countries – it’s a more affordable way to experiment. 

The best GEOs to promote Finance offers right now are:

🇺🇸 USA: Stable demand for loans, investments, and insurance products.
🇮🇳 India: High interest in investments and credit cards.
🇹🇷 Turkey: Popular offers for loans and investments.
🇻🇳 Vietnam: Growing interest in financial products.
🇵🇭 Philippines: Stable demand for loans and microfinance.
🇰🇿 Kazakhstan: Potential for promoting financial offers.
🇰🇭 Cambodia: Growing market for financial services.
🇧🇩 Bangladesh: Interest in financial products.
🇮🇩 Indonesia: Popular offers for loans and investments.
🇩🇪 Germany: Loans and investment products remain relevant.

Also, check out our regular digest on Top GEOs, formats, and creatives – we provide fresh statistics and creative examples.

How to Choose Creatives?

When working with the Finance vertical, you must consider the pain points, needs, and doubts of your audience. Let’s look at a few common ways to design creatives that will attract the target audience.

Promises and Teasers

Cheap clicks, but conversion is not always high. The user may be tempted by good conditions but doesn't fully understand the product – it's important to think about the rest of the funnel. Teasers work well with Tier-3 GEO audiences.

Products and Services

The more specific you are in your offer, the better – if the actual conditions match those mentioned in the creative, the conversion rate could be quite high.

Triggers

The need to obtain money "here and now" arises for various reasons: 1) delayed salaries; 2) financial literacy issues; 3) unplanned expenses and emergencies. Here, basic triggers work: "Need money urgently?", "Loan with any credit history." It's also important to show the currency for the GEO you're targeting in the creatives.

Life Stories

When working with push ads, you're very limited in message size, but visuals can help capture the users' attention. For example, life scenarios made possible by financial products. Does it build trust? It very well might.

In other formats, you can make the ad resemble a review or natively place it within content with "success stories." Stories of people who were able to pay off their debts with a new loan offering better terms still work. Successful investment cases are also common – for example, a novice investor was able to profit by opening a brokerage account and purchasing a specific stock package.

Finally, you can also try the "customer reviews" context. Here, you can create stories about quick loan approvals or opening debit cards or deposits. Mention details like loyal conditions for obtaining, low interest rates, etc. The social factor is not crucial for VIP products but works well for mass offers (microloans, deposits, credit cards).

Life hacks for campaign setting

Since financial offers vary greatly in lead spend and product nature, it is crucial to consider the country and audience specifics. Ideally, you need a minimal budget for testing (we recommend $200-500) to find your audience and select the right settings and creatives.

Here’s how to improve targeting and settings:

• Optimize your campaigns for mobile devices by making websites and forms easy to fill out, and ensuring fast loading times.

• Analyze conversions and track key actions such as registration, loan application, or subscription to financial services. With the double postback function, you can analyze user behavior more effectively.

• When working with GEO, look at cities where the product may be more relevant and accessible for leads – data by country can vary greatly. You can also check Google Analytics for the popularity of the keyword with the offer name.

• Use behavioral targeting to find users interested in financial products, such as people searching for loans, mortgages, investments.

• If you are working with native ads, see where they are placed. It’s best to integrate ads into blogs or portals dedicated to finance, investments, and trading.

When working with Finance offers, it's essential to set targeting by interests, such as investments, personal finance, insurance, and cryptocurrencies. Consider age, income, and marital status, as these are key characteristics for targeting financial products effectively.

P.S. Make sure your campaigns and creatives comply with the financial laws in the GEO.

Conclusion

The Finance vertical is perfect for advertisers who want to grow their income and try working with very profitable offers. You can earn a lot here if you know how to target your audience accurately. To do this, track conversions correctly and test different approaches, and don’t forget to keep an eye on competitors to find new ideas.

Launch your campaigns in the Finance vertical with EVADAV!

And if you have any questions about working with financial affiliates and offers, the best GEOs, and creating creatives, contact your personal manager – we’re always happy to help!