The finance customer of 2026 looks nothing like the finance customer of 2000. They consume content in bursts across channels, trust peers more than institutions, and expect everything from advice to onboarding to be frictionless and personalised. Today’s BFSI (Banking, Financial Services, and Insurance) brands are catering to a generation that is financially curious but also financially anxious, digital-first but still craving human reassurance. 

This shift creates both a challenge and a massive opportunity. Brands can no longer rely on one-size-fits-all content pipelines or awareness-only marketing. What BFSI players need now is a multi-layered content strategy. One that builds trust at the top, drives confidence in the middle, and nurtures loyalty long after purchase. 

Here are three strategy layers BFSI brands must prioritise in 2026 if they want meaningful and responsible growth:

Trust-first top-of-funnel content: Simplify the complex:

Trust is the real currency of BFSI. Yet customers today feel overwhelmed by financial jargon, risk-filled decisions, and the sheer volume of choices. The first role of content is to educate without intimidating. 

What this looks like — and who’s doing it:

Education through storytelling and simplicity: For example, platforms like Zerodha run “Varsity,” a free and comprehensive financial education library covering everything from stock markets to mutual funds. This positions them not just as a trading platform, but as a trusted educator helping novices understand investing. 

Regional and vernacular reach for wider inclusion: Many Indian fintechs now recognise the importance of language and local context. Short educational videos, explainers, or infographics in regional languages help demystify financial products for Tier-2 and Tier-3 audiences. The IAMAI-Kantar "Internet in India Report 2024" notes that 98% of India's 886 million internet users accessed Indic language content, with Tamil, Telugu, and Malayalam leading the pack. 

Content as trust-building, not just marketing: Bring in credible voices like financial educators and experts to build confidence. Finance-focussed-personalities who rather than pedalling product features have focussed on building credibility and reducing fear have helped position brands as a helpful guide, not just a seller.

Middle-funnel proof: Confidence through clarity and utility: Once you have a customer’s attention, the next job is to help them feel confident enough to take action. This is where most BFSI brands still struggle. The mid-funnel layer should focus on turning interest into intent. 

Content that works best: 

• Interactive tools: EMI calculators, tax planners, and coverage comparison journeys. 
• Scenario-based product guidance tailored to life milestones and financial goals: Insurance and policy platforms like Policybazaar write content-rich blogs, in-depth guides, and comparison-oriented explanations that help users understand what they’re buying, what coverage means, when it makes sense, and help users understand the situation better before they commit. 
• Personalised recommendations driven by behaviour and context: Cred and some credit-oriented fintechs use credit-score education, responsible-credit storytelling, and reward-based engagement to explain and reinforce financial behaviour rather than just sell credit products.This stage smooths the decision-making process by answering the “Is this right for me?” question clearly and proactively. 
• Post-purchase content: Relationship building for the long run: In BFSI, conversion isn’t the finish line. A loan, insurance policy, or investment product needs ongoing engagement for true success. Content here should evolve with the customer rather than disappear after onboarding. 

What strong post-purchase content looks like: 

Continuous nudges and rewards to reinforce positive financial behaviour. 

Communication that adapts to different life goals and risk appetites. Messaging differs for a young investor vs. a family seeking insurance vs. an older saver. Brands that personalise stories and content based on the customer profile stand out. 

Community experiences, knowledge hubs, and access to experts that increase loyalty. Access to knowledge hubs, expert sessions, community discussion forums can help customers feel supported, not just sold to. This can turn customers into loyal advocates. Again Zerodha is doing a great job here. 

Post-purchase content keeps the relationship alive. It shows the brand is invested in the customer’s long-term financial well-being, not just the sale.

What will differentiate leaders in 2026? 

While a layered content strategy offers several clear benefits, the brands that will stand out will be the ones that: 

• Make content a core part of the customer experience, not a cost line item
• Invest in regional-first storytelling to broaden reach 
• Use data to personalise communication at every stage 
• India is entering a high-growth phase across digital lending, investing, and insurance. In a category where decisions directly impact people’s lives, responsible content that guides and supports will separate the leaders from the rest. 

In 2026 and beyond, BFSI brands that take content seriously won’t just win business. They will earn trust. And in this industry, that is the biggest competitive advantage there is.

The author is chief growth officer, OneIndia.