Content marketing is no longer a novelty in financial services. Most firms have a blog. Many are active on LinkedIn. Some even produce regular newsletters or thought leadership.
But in 2026, having content isn’t enough. The question is: is it doing its job?
At GrowthProvision, we work with advice firms, investment managers, fintechs and brokers who are trying to use content to do three things:
- Build credibility
- Attract better-fit enquiries
- Stay visible in a trust-driven market
And yet, much of the content out there still falls flat. Here’s what’s changed, what hasn’t, and how financial services firms should rethink their approach in 2026.
What’s Changed Since 2020
The content landscape has shifted quickly:
- AI has flooded the market with lookalike content
- Search behaviour has changed, with clients scanning more and reading less
- Earning trust is more difficult
- More firms than ever are producing content
In this environment, quality wins. Not quantity. Not cleverness. Not hacks.
What Hasn’t Changed
Some fundamentals remain:
- Clients still want clarity. They are time-poor, risk-aware, and looking for firms they can trust
- People still buy from people. Tone and voice influence decisions, even in technical or regulated fields
- Content should support real decisions — choosing an adviser, understanding a solution, or progressing with a provider
Where Content Still Falls Short
Despite best intentions, we still see familiar problems:
- Content that focuses on the firm, not the client
- Blogs that sound interchangeable between providers
- Thought leadership that’s too vague or too long
- Repurposing that’s inconsistent or rushed
- Publishing that’s reactive instead of strategic
In a sector where relationships matter, your content should demonstrate that you understand the client’s world, not just your own.
What Good Content Looks Like in 2026
Firms that get content right are approaching it with greater precision. They focus on credibility over volume, lead with perspective even when it’s simple, and tailor their message to a defined audience.
Let’s break that down by sector.
Financial Planning
Strong content here starts with client concerns. The best firms are publishing articles that address real-life triggers—such as preparing for retirement, managing intergenerational wealth, or seeking peace of mind. This is often supported by lifestyle-driven guides or bite-sized explainers that reflect the advice journey. Case studies or anonymised client stories also feature more prominently now, helping to humanise the outcomes.
FinTech
For FinTechs, content is a credibility play. Clients and advisers alike want to know your product works, fits within compliance frameworks, and solves a real-world problem. Effective firms are blending short-form education, product walkthroughs, and topical commentary into one joined-up narrative. They’re also integrating content more tightly into onboarding so that marketing assets support the client experience.
Investment Management
This audience is often more technical, but that doesn’t mean content should be complex. Simplicity is still the goal. Strong performers are turning core philosophies into digestible talking points, supported by educational articles for intermediaries, stakeholder updates, and consistent messaging on risk and mandate clarity. It’s not about volume, but structure and signal.
Commercial Finance
In commercial finance, content needs to be deal-focused and grounded in reality. The firms doing it well are combining sector-specific use cases with plain-language insights. They’re publishing content that explains funding routes in human terms and builds confidence quickly, often supported by real case studies that demonstrate outcomes and impact.
Rethinking Content Strategy (It’s Not About Volume)
Too often, content is created in isolation without a clear strategy, a repurposing plan, or structure.
Firms seeing results in 2026 are using a single strong idea to drive multiple touchpoints:
- A blog post
- A client email
- A sales talking point
- A short-form series for social
When the thinking is sharp, content becomes more effective with less effort.
This isn’t about producing more. It’s about creating better content, with purpose and direction.
How to Sense-Check Your 2026 Content Approach
It’s worth asking:
- Are we helping the right people move forward?
- Does our content reflect how we actually speak?
- Are we sharing anything original, or just echoing others?
- Do we have a plan for how this content supports sales and marketing?
If any of those feel unclear, it might be time to reassess your strategy.
Final Thought
Content still works in 2026, but only if it’s the right content, for the right reason, delivered in the right way.
Financial services firms don’t need more content. They need sharper thinking, clearer messaging, and assets that build belief.
That’s what we help our clients do.
If you want to sense-check your content plan, see examples of what’s working, or rethink your approach for the year ahead, get in touch. We’re always happy to share insight.
