Ready to cash in on the convo?
Today’s consumers are navigating more financial uncertainty than ever. Rising costs and shifting priorities mean people are looking for financial advice they can actually relate to.
Traditional banks, insurers and even digitalfirst platforms often miss the mark – with 63% of consumers saying finance content feels boring or inaccessible. [1]
But on TikTok, a new kind of financial conversation is thriving. Welcome to #FinTok – a vibrant, fast-growing community where budgeting hacks, credit repair journeys and investment insights are discussed in ways that are real, relatable and reshared by millions.
Out with taboos and in with transparency.
TikTok users want practical, honest financial content – and your brand has a role to play.
With 72% saying they want to see content from their bank on TikTok, [3] the FinServ opportunity is clear: show up where financial conversations are already happening – and help shape them.
Four consumer shifts FinServ brands can’t ignore
Financial behaviours are evolving and TikTok is where users are actively searching, sharing and reshaping how they think about money.
We’ve identified four key shifts that uncover today’s financial mindsets and motivations, giving FinServ brands a clearer view of the conversation – and when to join it.
Empowering financial futures on TikTok is about meeting users where their questions begin and delivering content that speaks to their real concerns.
Gen Z isn't buying into outdated financial narratives. Instead, they're prioritising flexibility, value-driven choices and side hustles. They want content that reflects their world – not a corporate version of it.
73%
of users say TikTok helps them learn about financial tips, hacks and products they wouldn't have discovered elsewhere. [1]
Whether saving for a trip, building credit, or buying a first home, users are actively setting financial goals and looking for ways to stay motivated.
People are prioritising safety and stability in their finances – from paying off debt to building emergency savings. They want knowledge they can act on, not lectures.
1 in 5 59% 71%
of Gen Z say, "I've committed to financial goals over the next five years". [1]
users turn to TikTok to help narrow down their banking options. [1]
From inflation to job insecurity, users are facing big financial pressures. But they’re not giving up – they’re adapting, learning and turning to TikTok for advice and support.
say they would switch banks if they found better options elsewhere. [1]
1. Gen Z are flipping the financial script
Reclaiming financial security
2. Achieving financial goals
Confronting our financial realities
Your full-funnel strategy starts here
This is the moment for FinServ brands to lean in and use TikTok not just as a channel, but as a powerful tool to educate, inspire and earn trust.
And, when brands leverage TikTok across the funnel, we see results that can’t be argued with:
Now, let’s get specific.
We’ve identified 3 strategies with product combination recipes to help you achieve your objectives.
Already have a clear objective? Jump to the one you need. Awareness & Recall in brand recall from TopView + standard feed together +10% Purchase Lift Intent
purchase intent from TopView & Web Traffic LPV +2%
Sales Lift
and focused view are up to 1.3x more effective at driving sales than the reach objective alone 1.3x
Strategy:
Build market authority through financial education during tentpole moments
TikTok Solutions: Pulse + Top Feed + Brand Auction
Strategy: Optimise customer value through cross-sell opportunities with Increased Approval
TikTok Solutions: Brand Auction + Lead Generation
Strategy: Drive conversions with high value customers via Form Submission and Start Trials.
TikTok Solutions: Brand Auction + Smart+ Sales / Smart+ Lead Generation
Strategy 1:
Building your brand
TikTok’s discovery-driven audience is actively looking for content that educates, entertains and delivers real value. With financial education video views up 76% year-on-year, TikTok is a go-to destination for learning about money. [1]
To make the most of tentpole moments, show up with authenticity and insight, and you’ll earn trust, build cultural relevance and brand impact: 4 in 5 users say TikTok helps banking brands build stronger relationships. [2]
How? Build market authority through financial education during tentpole moments.
When to use
Tap into seasonal financial moments:
Tax season, New Year’s financial resolutions, back-to-school budgeting
Connect with cultural and sporting events:
Olympics, major award shows with financial themes
Leverage financial awareness moments:
World Investor Week, UK Pension Awareness Week, Global Money Week
Ready to establish authority and earn lasting brand trust? This product bundle is for you.
Core Bundle: Our Primary Recommendation Pulse (Max or Lineups)
Showcase your brand for contextual relevance among the top user generated content across some of the most popular categories on TikTok.
Top Feed
Customise the spotlight and create sustained buzz for your brand. Secure the first In-Feed placement to drive mass awareness.
Brand Auction (Focused View)
Drive brand impact with users who pay greater attention.
FinServ advertisers who have used these products have overperformed:
2 x
Higher awareness lift on average vs FinServ BLS norms [3]
More effective for campaigns with bundled In Feed Video with 2 Premium Ad formats (Pulse, TopView, TopFeed) [4] 10%
2.3 x
Average ads watching rate increase for Focused View compared to Reach [4]
Strategy 2:
Driving leads
TikTok's full-funnel offering lets you connect with new audiences – including those you won’t find anywhere else. In fact, 45% of TikTok users are inactive on other platforms, giving brands a unique opportunity to reach untapped, highvalue leads. [1]
By combining engaging creative with smart targeting, brands can capture attention early and turn it into meaningful action. When your ads resonate, you don’t just build trust – you generate high-intent leads who are more likely to convert, re-engage and drive long-term growth.
How?
When to use
Optimise customer value through cross-sell opportunities with Increased Approval.
Pre-qualify strong leads:
Credit upgrades, pre-approved offers, targeted loan programmes
Guide users to best-fit products:
Smart matching tools, eligibility filters, product alternatives
When you’re ready to attract more customers and turn curiosity into commitment, this bundle gives you the tools to make it happen.
Core Bundle: Our Primary Recommendation
Brand Auction (Focused View)
Drive brand impact with users who pay greater attention.
Smart+ Lead Generation (Deep Funnel Optimisation)
Cultivate prospects and collect lead information in a seamless way through in-app landing page or your website.
FinServ advertisers who have used these products have overperformed:
2.3 x of the test participants experienced over 10% decrease in CPQL [2] 60%
average ads watching rate increase for Focused View compared to Reach [2]
Strategy 3:
Driving conversion
TikTok’s unique blend of cultural relevance, entertainment and scale gives financial services brands a powerful way to drive real results. When people feel informed and inspired, they’re more likely to act – and the numbers back it up. 28.6% of TikTok users have set a goal to open a new current account, while 33.9% plan to get a new credit card. That’s clear intent – and a clear opportunity for brands to turn interest into action. [1]
How?
When to use
Drive conversions with high value customers via Form Submission and Start Trials.
Highlight premium offerings:
Wealth management, high-tier account benefits, financial advisory services
Reinforce value through storytelling:
Share testimonials, success stories, or offer comparisons
Want to see your engagement pay off?
This bundle is designed to help you turn attention into action – and results you can measure.
Brand Auction (Focused View)
Drive brand impact with users who pay greater attention.
Core Bundle: Our Primary Recommendation
Smart+ Sales
For advertisers with fully online user flow. Direct people to your website to complete a specific goal.
Smart+ Lead Generation (Deep Funnel Optimisation)
For advertisers driving leads to their Sales Teams. Cultivate prospects and collect lead information on your website.
FinServ advertisers who have used these products have overperformed:
2.3 x
average ads watching rate increase for Focused View compared to Reach [2]
Of TikTok users who recently engaged with Financial Content sign-up for new Financial Provider or Service [2] 18% OR
Case in point
These FinServ brands have been cashing in on the most effective strategies for success on TikTok – and the results speak for themselves.
for Monzo
Objective: Engage and educate audiences about Monzo Plus
Strategy: Monzo worked with Influencer to partner with 5 creators, helping the brand amplify their IRL activation and tap into trending formats and relatable money content, amplified with TikTok ads.
Solutions: TikTok Ads
Results:
2.3M engagements 20K
Ready to unlock results like these? views
Boosting lower-funnel results with a full-funnel approach for ING
Objective: Acquire new customers
Strategy:
ING adopted a full-funnel approach to drive both brand visibility and performance
Solutions:
TopView, Focused View and Reach & Frequency TopFeed
Measurement: Unified Lift Study
Results:
Read the case study
Driving full-funnel performance with Smart+ for Imagin Bank
Objective:
Boost app installs and purchases through AI-powered automation
Strategy: Imagin Bank leveraged Smart+ to optimise mobile campaign performance, improve operational efficiency and drive full-funnel growth
Solutions: Smart+
Best practice:
Unmissable best practices
As user behaviour evolves, so do the rules of engagement. On TikTok, it’s all about meeting people where they are –with content that feels informative yet relatable.
These tried-and-true best practices are designed for finance brands to help you craft content that delivers deal-ightful results.
Empower next gen entrepreneurs
Activation suggestion:
Gen Z are embracing the entrepreneurial spirit – and brands should be celebrating that too. Partner with Gen Z creators to spotlight side hustles, business journeys, and co-create content that inspires ambition
Reclaiming financial security
Emphasise the human touch Best practice:
Activation suggestion:
Give credible information and advice to show your audience that you're here to answer their money questions without beating around the bush
Shift:
Best practice:
Achieving financial goals
Be
grounded in reality
Activation suggestion:
Showcase real people and real stories. Learning about other people's money struggles helps users see they're not alone and positions your brand as the place to go for support and education.
Shift:
Best practice:
Confronting our financial realities
Convey ease and empathy
Activation suggestion:
Two in three users prefer finance content that feels supportive and non-judgemental, with 65% wanting a relaxed, carefree tone. [1] Use simple, steady voiceovers with captions and CTAs to reinforce key messages and guide next steps.
Unpack your full impact with robust measurement
Now you’ve got those strategies under your belt, let’s lock down measurement.
In an ever-competitive environment, it’s becoming more and more important to be able to quantify the true business value generated by your ads. That’s why we’ve put together this guide to creating an effective full-funnel measurement strategy.
Prove TikTok works
Understanding TikTok's efficacy to influence business outcomes
Conversion Lift
Make decisions based on incremental returns
Refine & optimise your strategy
Test and learn with ads to enhance brand perception or conversions
Multi-Cell Conversion Lift
Test and learn strategies that increase incremental returns
Multi-Touch Attribution
Make decisions based on upleveled cross-channel attribution
Post Purchase Survey
Make decisions using a turnkey solution that captures TikTok value
Split Testing
Test & learn strategies that increase TikTok Ads Manager ROAS
Grow your business effectively
Evaluate user conversion journey to identify opportunities for growth
Multi-Touch Attribution
Understand the conversion journey on TikTok to identify opportunities.
Conversion Lift
Evaluate incremental growth compared to MTA results
Attribution Analytics
Understand the conversion journey on TikTok to identify opportunities
But remember, measurement of outcomes is not a one-size-fits-all approach. If you're interested in learning more, dive into our measurement guide .
A TikTok strategy that’s right on the money
From empowering entrepreneurs to making finance accessible, TikTok is where FinServ brands can show they understand their audience – and make a huge impact. With strategies to build your brand, generate leads and boost conversions, we’ve laid the foundations for FinServ brands to find success on TikTok. Now’s the time to lean in, test boldly and build meaningful connections that grow your business. Let’s make money moves!
FinServ success starts with a test-and-learn mindset. Follow these steps to uncover what works best for your brand:
Use a multi-cell test design to compare BAU with new ad products. 1.
Experiment with different ad solutions to evolve into a full-funnel strategy. 2.
Test budget allocation, creative sequencing and targeting to maximise ROI. 3. Get started!
or reach out to your rep
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