Bank and credit union marketers are most focused on reaching three primary demographics.

Financial institutions are most focused on marketing six products and services.

Bank and credit union marketers use financial education and other channels to reach a diverse audience with a variety of products and services.

55% 90%

EverFi partners with financial institutions, schools, and employersto provide online financial education programs for every age.

To find out more, visit EverFi.com/FinancialEd.

Financial Institutions Care About Financial Education

Financial Education Benefits Financial Institutions

Targeting Demographics

Marketing Products

Marketers Use Financial Education to Target Audiences and Markets

Financial education is a powerful tool for banks and credit unions. Marketers say education enhances customer service, member relationships,

and community perceptions, opening new possibilities for marketing products and services—and its influence will only increase in the future.

Financial Education is a Win-Win for Banks and Credit Unions

have a dedicated budget for financial education.

93% expect financial education to become more important or stay the same next year.

include financial education in their marketing strategies.

34% said it leads to upsell opportunities

48% said it’s important for

customer service

73% said it benefits the public and

community relations

77% said it improves customers’ financial knowledge

Benefits of Financial Education

The survey found that financial education is mutually beneficial to consumers and institutions.

Small business owners

52%General consumers

56%Millennials

65%

Auto loans and refinancing

Home equity loans

Business banking services

Fee-based checking accounts

Mobile banking

Mortgage loans and refinancing

29%

29%

30%

31%

31%

48%

90% of financial institutions already invest in financial education—and that investment is only expected to grow, according to EverFi’s nationwide survey of bank and credit union marketers.

State of Financial Services SurveyWhy Financial Education is a

Growing Priority for Financial Services Marketers