Even with geopolitical uncertainty and ongoing regulatory changes, the financial services sector remains steady. Banks and credit unions continue to report healthy performance, with federally insured credit unions growing assets by 2.6% to more than $2 trillion in early 2025. Expanded service offerings and the growing use of AI tools are helping institutions operate more efficiently and serve clients in new ways.
At the same time, demand for financial guidance is rising. With fewer traditional pensions available, more Americans are relying on personal savings and investment accounts to fund retirement. As a result, wealth management services are expanding. McKinsey & Company projects the industry will need an additional 100,000 financial advisers by 2034 to keep up with client demand – highlighting both growth and ongoing hiring challenges.
For promotional products distributors, selling to this industry (which purchased $1.7 billion in promo goods, according to the Counselor 2025 State of the Industry Report) means helping financial institutions attract clients and compete for trust. In a relationship-driven industry, consistent visibility matters. Branded welcome kits for new clients, educational mailers, appreciation gifts and seminar giveaways can help firms reinforce credibility and stay top of mind. With adviser recruitment also a priority, using finance promo products for internal recognition and company culture initiatives offer additional opportunities.
Product Pick
This vegan leather padfolio (101777-001) from Gemline (asi/56070) with FSC-certified paper sets a polished, organized tone without feeling overly promotional.
Product Pick
As cliché as it seems, a quality pen like this rubberized barrel pen (LUM) from Goldstar (asi/73295) is one item that all financial professionals will appreciate having on hand.
3 Distributor Tips
Janie Gaunce, owner of Kansas-based Grapevine Designs (asi/212829), says about 40% of her company’s business is conducted with financial customers.
1 Ditch the trends. “Financial organizations operate in a highly regulated, trust-driven environment, so their programs tend to prioritize professionalism, consistency and compliance over trend-based items,” says Gaunce. Take the time to really understand the client’s customer segments (retail banking, commercial customers, wealth management relationships, etc.) and include products that effectively reinforce trust and long-term partnership.
2 Offer end-to-end support. Financial clients are often juggling multiple departments and locations, so there’s immense value in positioning yourself as a total solutions partner – offering support from conception and design to kitting and distribution. Gaunce notes that reducing administrative lift for the client is one of her main goals, and careful attention to detail is paramount in this process.
3 Design campaigns for scalability. Financial organizations need programs that can be executed repeatedly and across many branches or advisers without deviation. Grapevine creates pre-approved merch collections and fulfillment processes to help clients scale initiatives confidently while staying within regulatory and brand guidelines.