Getty Images Finds Missed Opportunities in Financial Firms’ Branding

July 7, 2026 - 20:29

A new survey from Getty Images reveals a significant disconnect between consumer preferences and the branding strategies of financial institutions. While 78% of consumers surveyed say video is the most engaging visual format, only 11% of finance firms currently use video in their branding efforts. The findings suggest that banks, investment firms, and insurance companies are missing a major opportunity to connect with modern audiences.

The research also highlights a broader gap in visual storytelling. Consumers increasingly expect authentic, dynamic content from brands, yet many financial companies rely on static imagery or generic stock photos of handshakes and skyscrapers. Getty Images notes that this approach can feel impersonal and outdated, especially when competing for attention with more visually agile industries like tech or retail.

Beyond video, the survey points to a growing demand for diverse and inclusive representation in financial advertising. Younger demographics, in particular, want to see real people and relatable scenarios rather than polished, staged scenes. For finance firms, the message is clear: adapting to visual trends is no longer optional. Those that fail to update their branding risk being perceived as out of touch, while early adopters of video and authentic imagery could build stronger trust and engagement with their customers.