DMFS Canada | Day 1:

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

Explore how AI is transforming the marketing operating model across financial services — from how brands are built and discovered to how campaigns are activated, personalized, and brought to market. Drawing from enterprise AI and marketing transformation experience inside banking alongside building AI-native platforms and brands, this session examines how AI is reshaping workflows, accelerating execution, and changing the relationship between strategy, creativity, and go-to-market delivery.Key themes explored include:

• How AI agents are becoming a viable extension of the workforce and changing how marketing work gets executed
• How AI-native workflows are compressing timelines for brand, campaign, and application development from months to days — and why large enterprises are increasingly borrowing startup and fintech execution models
• Where leading organizations are applying AI across marketing and customer engagement to improve customer experience, speed to market, revenue growth, and operational efficiency

Attendees will leave with a clearer understanding of how AI is reshaping the future operating model of marketing and growth in financial services.

Reframe, measure, and communicate your marketing department’s impact across teams. Demonstrate strategic growth and secure lasting buy-in from the business. Master the success factors to:

• Examine practical ways to tie marketing activity directly to revenue, pipeline quality, and customer lifetime value.
• Develop frameworks to build a data-driven story that secures buy-in from CFOs and business unit leaders.
• Uncover tools and metrics that move your team from a “cost centre” to an “ROI-positive growth partner.”

Transform marketing’s role to influence investment decisions and deliver measurable business growth.

In our fast-changing digital environment, it’s a necessity to provide thorough financial education to potential and current customers to win and keep their business, especially in the case of Gen Z

Learn how, through interactive tools and video, you can:

• Provide a fully personalized experience for each client
• Increase organic traffic
• Demonstrate a commitment to financial literacy
• Use AEM to further customize the experience

WORKSHOP1: ELEVATING ADVISOR POSITIONING IN WEALTH & ASSET MANAGEMENT

Strengthening Market Presence, Client Engagement, and Thought Leadership

Effective media relations is not about pitching stories. The firms that consistently earn coverage are the ones that become trusted sources of insight.

Using real-world examples from Canadian financial services, Kevin Press shares seven practical media relations best practices for firms seeking stronger relationships with both consumer and trade media. The presentation explores why thought leadership must be built on genuine expertise rather than marketing, how to tailor messages for B2C and B2B audiences, why data and evidence outperform corporate messaging and how compliance can support faster, smarter communications.

Participants will also learn why expert spokespeople often outperform executives, how to connect outreach to real news hooks and how media trust compounds over time.

Kevin Press, Editorial Director, Investment Executive

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Workshop 2: THE MONEY MIND: PSYCHOGRAPHIC PERSONAS FOR MODERN FINANCIAL MARKETING

Leveraging Personality, Worldviews, and Behavior to Build Smarter Client and Investor Personas

In financial services today, we know that AUM and demographics data doesn’t tell the whole story. The most effective marketing starts with understanding how clients and investors think, decide, and build trust. Source practical frameworks for building psychographic personas grounded in personality, money narratives, and worldview then learn how to put them to work across any financial marketing context. Create a roadmap to:

• Move beyond demographic and AUM segmentation to personas built on how clients and investors think and behave.

• Understand how personalities, worldviews, and money narratives drive trust and purchasing decisions across different client segments.

• Translate psychographic insight into targeted campaigns, content strategy, and messaging that resonates regardless of the financial product or audience.

Leave with a clear, immediately actionable framework for psychographic segmentation to build and refine personas you can apply the moment you’re back at your desk.

Angelica Montagano, Head of Brand Experience, PWL Capital

Do you want to deliver relevant, timely, and consistent personalization across all channels? Join this interactive session to learn how the underpinnings of your strategic direction and brand can influence your audience-of-one personalization strategy.

• Understand what your customers need from you

• Leverage differentiation that aligns to your Mission & Vision

• A tale of two brands and how strategic choices drive the experience

• Creating personalization through product

You’ll walk away with insights to help bolster your team’s personalization – regardless of your job function.

First-party data is a financial services company’s strategic asset, but enhancing it with available second and third-party data provides businesses with incremental benefits that drive successful marketing and business outcomes. In this session, learn how these data types improve:

• Analytics and Customer Insights

• Audience targeting and segmentation

• Cross-Platform Ad Targeting

• Measurement and Attribution

• Marketing Automation and Personalization (AI)

This session will also address Privacy Issues that marketers must be aware of, and how clean rooms and ID management technology can be leveraged to assist digital marketers.

Engage communities to drive engagement beyond digital platforms. Adopt best practices to:

• Establish campaigns that connect with the community and build organic relationships that convert into new clients.

• Create a story that involves the consumer in a journey, increasing customer loyalty.

• Gain a competitive edge by establishing yourself as the preferred, trusted local partner for financial needs.

Leverage AI to craft highly personalized messaging that deepens emotional engagement and drives response.

Review the key solutions and takeaways from today’s sessions. Source a summary of action points to implement in your work. Discuss tomorrow’s highlights!