Commerce media is rapidly evolving – and Financial Media Networks (FMNs) are emerging as a powerful, underutilised force within it. While retail media has stolen most of the headlines, FMNs are now the fastest-growing non-retail vertical, forecast to surge by ~67% from 2024 to 2026.
Across banks, fintech’s, wallets, and super apps, financial platforms are transforming into high-margin media environments – fuelled by transaction-level data, verified audiences, and daily engagement.
Explosive Network Growth
FMNs are scaling faster than any other non-retail segment, fuelled by the rise of open banking, increased fintech adoption, and new advertising monetisation models emerging across both sides of the Atlantic. This momentum is reshaping how financial platforms think about media and revenue.
What makes FMNs particularly powerful is their access to highly valuable first-party data. From credit card purchases and loan applications to budgeting behaviour, these platforms offer rich, intent-driven signals that go far beyond traditional demographic targeting – making them a prime channel for performance marketers.
Financial institutions are rapidly evolving into media businesses. From PayPal and Chase in the U.S. to Revolut, Monzo, N26, and Barclays in Europe, apps are no longer just utilities – they’re becoming full-fledged media destinations.
By blending content, commerce, and context, these platforms are unlocking new, high-margin revenue streams while deepening customer engagement.
From Transactions to Targeting Powerhouses
PayPal has launched PayPal Ads across its app ecosystem – including Venmo, Honey, and merchant checkouts – leveraging over 400 million users and 225 billion+ transactions for cross-merchant targeting and closed-loop attribution.
Chase Media Solutions debuted with a high-intent campaign for Air Canada, using cardholder spend data to surface personalised travel deals – driving $6.3M in incremental sales and 80% new customer acquisition.
Monzo and Starling in the UK are experimenting with native promotions and contextual offers, while European super apps (e.g. N26, Bunq) are integrating insurance, travel, and lifestyle partnerships into their ecosystems.
Revolut holds a unique opportunity: with over 40 million global users, rich behavioural data across travel, crypto, and multi-currency spend, and a rapidly growing lifestyle marketplace, it is well-positioned to launch an always-on, intent-driven media network. From card-linked offers to in-app display, Revolut could become a go-to platform for advertisers looking to reach affluent, digitally native consumers with precision and scale.
Why It Matters
Key Takeaways
As third-party data continues to decline, financial media networks are stepping in to redefine attribution. Transactions are becoming the new cookie – offering marketers the ability to track outcomes from impression to purchase with closed-loop precision. This shift enables brands to move beyond vanity metrics and focus on real performance.
FMNs also allow brands to engage customers at pivotal financial moments – whether it’s applying for a loan, booking a holiday, making a large purchase, or reaching a savings goal. These high-intent, context-rich scenarios offer unrivalled opportunities for relevance and conversion.
With frequent engagement, verified user bases, and strong data governance rooted in compliance, FMNs are fast becoming a premium media channel. For advertisers focused on meaningful performance and long-term trust, financial platforms are no longer just utilities – they’re set to become essential components of the modern media mix.
Curious how FMNs are expanding? Get in touch today.
