NEFMA Spring Conference

The old rules of bank marketing assumed predictable customers, linear journeys, and a reasonably stable competitive set. None of those assumptions hold anymore.
Generative and agentic AI are changing how consumers search, compare, and choose financial providers, often before a bank ever enters the picture. And the institutions capturing those moments? The biggest and best-known brands are winning new relationships at a disproportionate rate. For community-based institutions, that's not a reason to panic. It is a reason to rethink what "competitive" actually means when brand awareness and AI-driven discoverability are working against you.
In this keynote, we'll name the rules that no longer apply and the ones replacing them. You'll walk away with a clear-eyed view of where AI-driven marketing is heading, what high-performing teams are actually doing differently, and a practical roadmap to improve your marketing maturity, tighten cross-functional alignment, and compete more effectively in a marketplace where relevance is the new reach.