In a world where consumers are more cautious, connected, and critical than ever, trust is no longer a nice-to-have. It’s the currency that defines success, especially in financial services, where credibility is everything.

At “Financial Services Marketing 2025,” a one-day event hosted by DollarsAndSense, marketing leaders came together to explore the question: How do you build trust in a skeptical market?

With speakers spanning fintech, wealth management, entrepreneurship, and branding, the panel pulled back the curtain on what it really takes to earn trust in 2025.

Drawing from experiences across consumer brands, tech platforms, and venture building, Haoming spoke candidly about the realities of building trust—not just in branding, but in business.

“In business, there’s always going to be curve balls. And there’s nothing you can do about it.”

The Truth About Trust

Across the session, several key themes emerged:

1. Trust is earned, not claimed

“Don’t overpromise. Delivering consistently is key.”

Whether in financial services or F&B, overpromising is a fast track to eroded trust. What matters more is clarity, alignment, and follow-through.

2. Trust is brand-specific

“You go to a specific brand because you trust that they can deliver.”

Consumers don’t trust categories. They trust brands that show up for them again and again.

3. Trust starts with being human

“If you want to build trust, be human. Trust can be built upon.”

In a sea of automation and AI, brands that feel real, flawed, responsive, and transparent—cut through the noise.

Final Thoughts

Trust isn't just a marketing tactic. It's a business strategy.

Thanks to DollarsAndSense for creating a space where leaders could speak openly and practically about what it takes to build and keep consumer trust in a rapidly evolving financial landscape.