U.S. Banks and Credit Unions Lag in Proving Marketing ROI
Event summary
- Cornerstone Advisors released a report on April 28, 2026, revealing that U.S. banks and credit unions struggle to prove marketing ROI.
- The survey of 126 senior executives found that only about one-third use affiliate or partner marketing, despite it being identified as the most under-leveraged channel.
- Paid search accounts for the largest share of marketing budgets, but email marketing is cited as delivering the strongest ROI.
- More than half of institutions set marketing budgets by adjusting the previous year's budget, and nearly 6 in 10 say their core or CRM system limits their ability to measure marketing ROI.
The big picture
The report highlights a persistent challenge in the financial services industry: proving the value of marketing investments. As traditional banks and credit unions face increasing competition from fintechs and digital-first institutions, the ability to demonstrate marketing ROI becomes crucial for justifying budgets and driving growth. The findings suggest that structural limitations in budgeting and measurement systems are hindering progress, indicating a need for broader operational improvements.
What we're watching
- Marketing Attribution
- How banks and credit unions will improve systems to better connect marketing performance to outcomes.
- Budget Optimization
- Whether institutions can realign their marketing spend to channels with the highest perceived ROI, such as email and affiliate marketing.
- Strategic Role of Marketing
- The pace at which marketing leaders claim a strategic role in growth and accept higher accountability for outcomes.
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