Visualising Financial Services

Trends / Technology
We Are
Jacqueline Bourke & Carolina Sampaio Lechner
Jun 19, 2023
At Getty Images, we invest in research to help financial services brands authentically connect with their target audiences.
Our latest VisualGPS research explores how financial services brands can use visuals to position themselves as sustainable wellness brands that are inclusive and accessible too.
From Cash to Cashless: Digital Trust is Key
Financial brands continue to invest in new technologies to improve consumers' experience. From AI to cryptocurrency, the digital transformation for this industry is complex and multifaceted, with emerging technologies full of challenges when it comes to adoption at scale. While open‑ and mobile banking continue to create opportunities for consumer personalisation, digital trust remains a top priority for today's consumers. Getty Images VisualGPS research1 reveals that despite nearly 8 in 10 Europeans looking to financial brands to offer digital self‑service capabilities, over 9 in 10 Europeans place high importance on brand commitment to personal data protection.

Understanding which visuals inspire digital trust is key.

When choosing visuals, ask yourself:
  • Are you establishing digital trust by showing clear messages of digital security and safety?
  • Are you encouraging adoption by showing digital inclusion and the benefits of personalisation and convenience?
  • Are you prioritising simplicity by using visuals that are less abstract and have uncluttered, simple compositions?
The Era of Social Good
Consumers are also looking to financial services brands to create value for society. How? By putting sustainability at the heart of financial business models and driving greater financial inclusion for the most vulnerable groups at risk of over‑indebtedness and financial exclusion. Over 8 in 10 Europeans now expect brands to have sustainable practices and to be consistently committed to inclusion in their advertising and business communications. However, this is not reflected in visuals. 

Less than 1% of Financial Service customers' downloads show people over 50 years, people with disabilities, or LGBTQ+ people. From representing communities who have experienced bias to showing responsible consumption at scale for green investment, moving representation beyond tokenisation can create more meaningful relationships with your audience.

When choosing visuals, ask yourself:
  • Are you showing financial inclusion? Are you considering the different layers of identities your audience may identify with? Are you representing inclusion on age, body size, different ethnicities, gender identity, disability, socio‑economic backgrounds, religion and sexuality? Our inclusive visual storytelling search guidelines will provide you with helpful and practical keyword search tips to better represent your audience.
  • Are you showing consistent commitment to sustainability in your advertising and business communication visuals? Do your green investment visuals show stories of transparency, scale and accessibility?
Financial Wellness
In times of economic uncertainty, financial anxiety has a huge impact on overall wellbeing. Consequently, financial services brands are now expected to be wellness brands. 8 in 10 Europeans would like brands to care about them as a human and not just as a customer.
When it comes to the younger generations, financial wellness is challenging – 51% of GenZ across the globe say they have nothing left from their salary at the end of the month,2 and over a quarter doubt their ability to retire comfortably.3 Younger people are also twice as likely to say they are struggling with their mental health than older generations, as our VisualGPS research shows.

From empathy to education, placing wellness at the heart of your visual strategy can speak to both financial and mental well‑being.

To find out more about visualising financial wellness, please click here.
1 Getty Images VisualGPS consumer survey. Base: 2.500 adults aged 18‑65+ years across 9 European countries. Survey conducted between 14 July ‑ 22 August 2022
2 Global 2023 Gen Z and Millennial Survey (Deloitte)
3 Global 2022 Gen Z and Millennial Survey (Deloitte)
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