Brand-to-Human Marketing: putting people at the center

The financial industry, historically divided between B2B (Business-to-Business) and B2C (Business-to-Consumer) marketing, is undergoing a radical transformation towards a Brand-to-Human (B2H) approach. This shift recognizes that, regardless of the role, all interactions are ultimately with humans who have unique expectations and emotions. Today, the need for authentic and personalized communication is key to building strong, loyal relationships in the financial world.

The decline of B2B and B2C marketing

For decades, financial marketing relied on rigid structures. B2B strategies prioritized logical arguments focused on efficiency and ROI, aiming to impact corporate decision-makers. In contrast, B2C strategies appealed to emotion, loyalty, and personal benefits to attract individual consumers. However, this segmentation overlooks a fundamental reality: on both sides of the transaction, the recipient is always a human being.

In an increasingly digital environment, both business executives and individual consumers expect a personalized and genuine experience from brands that understand their needs and preferences. This demand is breaking down the barrier between B2B and B2C, enabling financial institutions to adopt a more inclusive and empathetic B2H model.

Brand-to-Human marketing (B2H)

B2H marketing centers its strategy on human connection, moving beyond the traditional sales approach. Rather than viewing customers solely as consumers or corporate entities, B2H sees them as individuals with functional and emotional needs. This model allows companies to present a more human and accessible image, providing relevant and contextual responses while demonstrating a deep understanding of the challenges users face.

The B2H approach in fintech and banking means creating interactions based on trust and authenticity rather than direct selling. Brands must show that they understand customer concerns, from financial security to transaction ease, enhancing not only the customer experience but also loyalty and brand advocacy.

Brand-to-Human

Fintech companies have led this transformation, using technology to enhance customer experiences, not just to innovate products. Their focus is on solving real problems through intuitive, user-centered solutions. Traditional banks are also adopting this model, driven by the rise of social media, content marketing, and digital engagement tools that enable more direct and authentic communication.

Key elements of the Brand-to-Human model include:

1. Personalized experiences
   Customers expect banks and fintechs to tailor their services to their needs. This includes personalized recommendations, intuitive navigation, and services prioritizing data security. Personalization in B2H is enhanced by tools like AI and data analytics, allowing for a better understanding of individual behaviors and needs.
2. Value-Driven content
   Unlike marketing campaigns focused on sales, B2H in finance prioritizes educational and useful content, such as tutorials, investment tips, and financial guides that address real user interests, regardless of whether they are individuals or corporations.
3. Humanizing the brand
   With B2H, financial brands seek to project an accessible and trustworthy image. Banks and fintechs are promoting transparency and empathy in their communications, highlighting aspects of social responsibility, community support, and commitment to sustainability, thereby strengthening their connection with users.

A B2H strategy also provides competitive advantages for financial brands, including:

• Customer loyalty and retention
• Brand reputation
• Adaptability to Change
  

The transition to B2H marketing in the financial sector represents a profound shift in how institutions engage with their customers. The B2H strategy promises not only to enhance marketing effectiveness but also to foster a more connected, empathetic, and responsive financial sector. Ultimately, adopting a person-centered vision will strengthen the industry, facilitating lasting and satisfying relationships with clients at all levels.