Agenda - Day 2

Gain insight into today’s sessions so you can get the most out of your conference experience.

Examine how agile marketing enables financial institutions to respond faster, improve execution, and strengthen customer and business outcomes. Understand how leading teams apply rapid testing, flexible planning, and cross-functional alignment to stay ahead in a shifting landscape. Walk away with practical takeaways to:

• Build agile marketing teams capable of responding quickly to changing market conditions.
• Balance innovation with regulatory and compliance requirements while maintaining speed.
• Embed a culture of experimentation and learning to continuously improve strategies and customer outcomes.

Equip yourself with the tools and mindset to move fast, stay relevant, and deliver measurable impact in financial services.

Prepare for a future of customer-owned data and open banking while ensuring responsible, ethical marketing. Leverage data to enhance customer experiences, insights, and engagement without compromising trust. Take away specific solutions to:

• Prepare for open banking and evolving regulatory requirements without disrupting core marketing initiatives.
• Leverage data ethically to drive insights, personalization, and engagement.
• Put customers in control of their data while enabling meaningful, value-driven marketing interactions.

Achieve a marketing strategy that is trust-driven, customer-first, and future-ready in Canada’s evolving financial services landscape.

Create campaigns that appeal to the emotional pull of your customers. Utilize AI-enabled automation to deliver on brand promises. Source best practices to:

• Balance high-impact brand campaigns that evoke aspirations with practical messaging around speed and simplicity.
• Leverage AI-driven tools to fulfill brand promises of seamless customer experiences.
• Engage both direct consumers and broker partners through tailored digital platforms, reinforcing a multi-channel growth strategy.

Advance your brand’s impact by blending emotional appeal with innovative technology to drive customer loyalty and measurable business results.

Break into smaller groups of approximately 10 industry peers to work through a series of questions and challenges to share knowledge on a particular topic that is most critical to your role and business.

A: DATA-DRIVEN STORYTELLING: Building a Beloved Brand in a Hated Industry

B: DOING MORE WITH LESS: Leveraging Existing Resources to Attract More Customers Today

C: HUMAN-CENTRIC BRANDS IN ACTION: Creating Strategies to Build Trust, Loyalty, and Engagement

D: INSURANCE MARKETING FOR THE DIGITAL AGE: Building Trust with Today’s Consumers Through Multi-Channel Strategies and Digital Enablement

E: AFFILIATE & PARTNER MARKETING: Leveraging Relationships to Differentiate Your Brand and Grow Your Customer Base

F: BRAND AS A GROWTH ENGINE: (Re)launching and Activating Your Brand to Attract New Audiences and Deepen Relationships

Uncover the benefits of embedding marketing at the strategic core of your organization to influence planning, guide decision-making, and strengthen customer and business outcomes. Dive into how top teams align insights, brand, digital, and CX to shape enterprise priorities and accelerate growth. Benchmark proven strategies to:

• Redefine marketing’s role as a core contributor to strategy, growth, and commercial performance.
• Shape culture and governance to elevate marketing’s influence and support customer-first execution.
• Embed customer insights and data into enterprise planning to drive more informed decisions.

Elevate your marketing function into a strategic engine that drives clarity, cohesion, and competitive advantage across the organization.

Doing nothing can feel safe when budgets tighten or markets wobble — but inertia quietly drains competitive advantage. Uncover the financial, brand, and talent losses that accumulate when organizations defer innovation, delay technology upgrades, or stall strategic pivots. Leave with key insights on: 

• Quantifying revenue leakage and rising acquisition costs tied to outdated marketing and customer-experience models. 
• Spotting early warning signs of brand stagnation: declining share of voice, digital invisibility, and disengaged talent. 
• Building a proactive roadmap that prioritizes low-risk, high-impact moves to maintain momentum even in uncertain climates. 

 Identify and eliminate the hidden costs of inaction so your organization can safeguard growth, relevance, and market share. 

Chime didn’t beat traditional institutions with code; it won by listening. Drawing on RightMetric’s data-driven analysis, unpack the empathy-led strategy that turned real financial stress into community loyalty, earning 22 million customers without sacrificing compliance or clarity. Master the success factors to:

• Embed trust into product design and UX to convert pain points into brand affinity.
• Appear natively on TikTok, Reddit, and creator channels to build cultural relevance at scale.
• Design for gig workers, newcomers, and hourly earners — and why serving the underserved is the next growth engine.

Engineer trust from day one and position your brand for durable, community-driven growth.

RightMetric

Discover how Canadian financial institutions and emerging fintechs are innovating to meet evolving customer expectations and driving growth in a highly concentrated banking market. Identify opportunities, leverage technology, and collaborate across the ecosystem to stay ahead. Build a roadmap to: 

• Identify growth opportunities that respond to evolving customer needs.
• Collaborate across the ecosystem to accelerate innovation.
• Scale strategically without losing focus on customer experience or competitive priorities.

Turn market maturity into a platform for innovation, collaboration, and long-term growth.

Achieve stronger marketing results by maximizing efficiency with your budget. Draw from real-world examples from credit unions to digital to traditional financial services and explore strategies to optimize resources through data-driven targeting, personalization, and CRM strategies. Take away actionable insights on:

• Allocating marketing budgets efficiently to deliver stronger results without increasing spend.
• Leveraging data, analytics, and CRM tools to refine targeting and enhance personalization across channels.
• Building a media mix strategy that maximizes customer engagement and drives measurable outcomes.

Discover how to make your marketing dollars work harder with smarter strategies that deliver lasting impact. 

Review the key solutions and takeaways from the conference. Source a summary of action points to implement in your work.