As AI accelerates product development and content creation, trust is emerging as the defining factor in financial services marketing.
Zak Ali, general manager, US at Finder.com, told Financial Promoter that while technology is levelling the playing field, credibility is becoming the ultimate differentiator.
Ali describes Finder as a global financial comparison platform focused on helping consumers find the right products for their needs.
“Our mission is to connect people with the right financial services and help them get the best deal,” he said. “We are headquartered in Australia, with offices in the US, London and Canada, and we have been growing steadily since 2015.”
However, rapid advancements in AI are reshaping the competitive landscape.
“It is an interesting time to be in this space,” he noted. “AI has accelerated the ability to ship new features, which has driven product parity. That has put a much deeper emphasis on trust.”
For financial brands, that shift is significant, according to Ali.
“It can take a lifetime to build trust and credibility, and a second to destroy it,” he adds.
Despite the pace of technological change, Ali emphasised the importance of measured decision-making.
“It is important to make decisions more carefully, even while using tools that allow you to move faster,” he said.
This balance is becoming critical as brands navigate increased competition and rising consumer expectations. Looking ahead, Ali believes the relationship between brand and performance marketing is tightening.
“Performance is now directly tied to brand. You need both working together at the same time,” he said, noting that at the same time, content is becoming increasingly commoditised.
“SEO has changed significantly. The speed at which you can produce content means the human factor is more important than ever,” he said.
In this environment, the key question for consumers remains: “Can I trust this brand?”
These shifts are influencing how Finder approaches marketing and product development.
“It has created a much more aligned experience. We are focused on making sure we are consistent across product, messaging and marketing,” he said.
For Ali, this alignment is rooted in identity and connection.
“It all comes back to having a strong identity and building real connections with customers. Connection runs through everything we are doing.”
Channel strategy is also evolving to reflect this focus on authenticity.
“We are investing more in channels where you can be human, like YouTube and social,” he noted.
While written content remains important, the emphasis has shifted.
“We are making sure we have clear authorship and ownership of our content, and that it reflects real expertise,” he said.
Finder is actively using AI tools such as ChatGPT and Gemini, but Ali is clear about their role.
“We use AI to accelerate what we are already doing, but it is not a replacement for understanding your customer.”
He also warned that speed and polish alone are not enough.
“Just because you can create something quickly and make it look good does not mean it will resonate. That is where a lot of companies are going wrong.”
Instead, customer insight remains central.
“You have to truly know your customer. We invest heavily in interviews and continuously refine our understanding of our ideal customer profile.”
Internally, collaboration across markets plays a key role in shaping strategy.
“We are constantly learning from each other across regions, whether that is the UK, Canada or the US,” Ali explained.
While markets may appear different, commonalities often emerge.
“It is interesting how similar customer needs are across countries. That shared insight helps inform our global approach.”
Finally, Ali highlighted the importance of compliance in maintaining trust.
“We have a strong compliance function because overpromising can quickly damage credibility,” he says.
For financial brands, the goal is to strike the right balance.
“You want to be as helpful as possible while creating outcomes that work for both the customer and the business.”
As AI continues to reshape the industry, Ali’s message is clear: technology may enable speed and scale, but trust remains the currency that matters most.