Payments firms will increase their digital ad spend faster than any other financial services industry next year after a sharp recovery from 2022’s slowdown. Before the sector pumps the breaks on ad spend growth, marketers need to find ways to do more with less.

Key Question: How will payments ad spending change through 2025, and what does it mean for marketers?

Key Stat: Payments will be the only financial services sector to decelerate digital ad spend growth to the single digits in 2025, falling to just 8.6%. Factors like tighter credit will weigh on firms’ willingness to advertise payments products.