Banks are entering H2 2025 with more freedom—and more ways to get it wrong. Deregulation, stablecoin rules, and emerging tech like agentic AI are opening doors to growth, while mergers and acquisitions (M&As) and expanding access to financial media networks (FMNs) are reshaping the competitive landscape. Success will hinge on seizing these opportunities without sacrificing long-term trust.

Key Question: How can financial institutions (FIs) adapt their strategies to navigate a rapidly changing competitive and regulatory landscape in H2 2025?

Key Stat: FMN ad spending will almost triple over the next two years to $1.78 billion, per our forecast. New solutions will let more midsize FIs enter the market, but strong marketing investment will be critical to their profitability.