Most financial services marketers don’t have a traffic problem. They have a recognition problem.
Your website is humming. Prospects are researching mortgage rates, comparing credit cards, playing with retirement calculators. But here’s the kicker — up to 95% of them are ghosts. Anonymous. Unidentifiable. And that’s a massive problem when trust, personalization, and timing are everything in the Finserv game.
So what if we told you that turning anonymous traffic into known users is not just possible — it’s essential?
Let’s dig into how identity-driven digital relationships are reshaping the Finserv growth playbook.
Digital Growth Starts With Recognition, Not Retargeting
Spoiler: guessing who’s on your site isn’t a strategy. Identity resolution is.
Too many Finserv brands are flying blind when it comes to re-engaging their most valuable audiences — people who start a loan application, then ghost. Or existing customers who log out, switch devices, and become untrackable. This isn’t just a missed opportunity. It’s millions in lost revenue.
Identity resolution flips that script. By connecting browsing behavior across sessions and devices, identity solutions create persistent, privacy-safe profiles that help you recognize users — even if they didn’t log in or cleared cookies. It’s not magic. It’s just modern marketing infrastructure.
From Browsing to Buying: Harnessing Intent Signals
Once you’ve got identity locked in, it’s time to move from recognition to revenue. That’s where intent data comes in.
Wunderkind’s ebook outlines five types of signals that Finserv marketers can’t afford to ignore:
- Identification Signals – Recognize who’s researching, even without logins.
- Behavioral Signals – Track site activity like calculators, comparisons, and application starts.
- Product Signals – Spot recurring interest in specific offerings.
- Lifecycle Signals – Understand where users are in their financial journey.
- Transactional Signals – Use existing customer data to upsell or nurture.
These aren’t just fun facts — they’re the triggers behind perfectly timed emails, texts, and ads that turn passive interest into action.
Imagine this: someone starts a mortgage calculator, then disappears. You follow up with a personalized pre-approval message — not weeks later, but minutes. That’s intent turned into impact.
AI-Powered Messaging Beats Batch and Blast (Every Time)
Once you’ve built the identity layer and are collecting intent signals, it’s time to let AI take the wheel.
Instead of manually building drip campaigns, advanced AI can analyze user behavior in real time and serve up personalized content, offers, and nudges in the moment they’re most likely to convert.
Not only does this scale your messaging volume — it drastically improves performance. Why? Because every message is bespoke, timely, and delivered on the channel the customer actually prefers.
AI handles the logic. Your team reaps the rewards. And customers get experiences that feel like 1:1 conversations, not mass-market noise.
Don’t Let Your Tech Stack Limit Your Strategy
One of the ebook’s best points? Identity solutions should work with your stack — not make you rewire it.
Many Finserv orgs run complex systems: CDPs, ESPs, data warehouses, and custom APIs. A good identity partner fits into that ecosystem, not the other way around. That means:
- Plug-and-play data flows to your existing tools
- Easy activation across email, SMS, and ads
- Deployment flexibility (client-side, server-side, or hybrid)
- Privacy-compliant and audit-ready
This isn’t about layering more tech on top. It’s about getting more value from what you already have.
The Results Speak for Themselves
This isn’t theory. Finserv brands are already seeing what identity can do:
A leading digital bank used identity resolution to recognize 70% of returning visitors. The result? A 2.3x increase in completed loan applications and $5.6M in new loan volume — all from personalized follow-ups to previously anonymous traffic.
You don’t need more budget. You need smarter infrastructure.
TL;DR — Identity Is the Growth Engine for Finserv in 2025
The old playbook — high-funnel acquisition and low-funnel paid retargeting — just doesn’t work anymore.
To drive meaningful, measurable growth, Finserv brands need to:
- Recognize users without relying on logins
- Track behavior and intent across devices and sessions
- Use AI to trigger messages in real time
- Make owned channels (email, SMS, site) their primary revenue drivers
It’s not about disrupting financial services. It’s about finally delivering the kind of relevant, relationship-based marketing the industry has promised for years — and now, with identity and AI, can actually achieve.
Ready to stop losing revenue to anonymity? Download the full guide: Beyond the Transaction: Reimagining Growth in Financial Services Through Digital Relationships.