Marqeta's senior thought leaders have outlined their predictions for the fintech industry in 2025, focusing on personalisation, digitalisation, and compliance within the sector.
Marcin Glogowski, SVP Managing Director for Europe and UK CEO at Marqeta, predicts a shift towards hyper-personalisation in payments by 2025. He stated, "In my opinion, a major global payment trend of 2024 has been hyper-personalisation, with a new generation of customers driving a shift toward personalisation at scale, expecting their financial services to be unique and tailored to individual needs. Modern consumers want a future where financial services integrate seamlessly into their digital lives and keep pace with their evolving needs."
He elaborated that personalised credit offerings and rewards are set to boom in response to this consumer demand. "As a result, we are seeing trends, such as personalised credit offerings and rewards booming. In an industry with increasingly low consumer loyalty, brands and financial institutions must go beyond traditional interactions."
"For example, the recent Marqeta State of Credit report found that of UK consumers who use more than one credit card, 43% confirmed that they would use a credit card more frequently if better rewards were offered. By moving to a dynamic, rather than set rewards structure, consumers can earn benefits tailored to their spending habits and preferences in real time," said Glogowski.
Additionally, Glogowski pointed out the rise of Buy Now Pay Later (BNPL) options and B2B payments. He noted, "Increasingly with innovations like Buy Now Pay Later (BNPL), consumers are guided to credit options specifically suited to them and their needs. In 2025, I expect we will increasingly see personalised BNPL payment plan options being offered in real time, often within existing payment apps and products we already use daily."
"We are also seeing B2B payments emerging as a strong trend. Ensuring gig workers, sellers and partners get paid efficiently while offering robust expense management and financing. I anticipate we'll see more demand for innovative B2B payment solutions that enable seamless money management across 2025."
Nicholas Holt, Head of Solutions and Delivery for Europe, discussed the rapid innovation expected in financial services by 2025. He commented, "In today's digital-first world, traditional payment infrastructure is no longer enough to keep up with the demands of consumers. The front door of a bank is now an app, digital wallet usage is increasing, and new, flexible services have a growing prevalence on the market. In 2025 and beyond, customers will continue to drive a shift toward modern services which keep up with the rate of digital and mobile innovation."
Holt highlighted the diminishing traditional roles of banks and the emergence of new technologies and solutions to reduce consumer friction. "The ramifications of changing consumer trends could lead to the traditional roles of banks, such as ATMs and as physical branches, disappearing. To ensure continued customer loyalty, all financial service providers will be forced to innovate and offer consumers the embedded, seamless and instantaneous services that they desire," Holt stated.
Alan Carlisle, Chief Compliance Officer at Marqeta, emphasised the importance of proactive compliance strategies for fintech companies. He said, "With banking and fintech partnerships under increasing regulatory scrutiny, the stakes around compliance have never been higher. In this environment, fintechs can no longer afford a reactive approach to compliance. Instead, they should adopt proactive compliance strategies that go beyond simply seeking to avoid fines and that are embedded into the everyday makeup of their culture and product strategies, helping to build trust, ensure stability, and foster sustainable growth."
Carlisle also noted Marqeta's commitment to integrating compliance into its company culture. "At Marqeta, we're committed to embedding compliance into our company's culture, helping to mitigate risks and create a foundation for long-term success for us and our customers. Proactive compliance strategies allow organisations to leverage advanced tools and position themselves to adapt to shifting regulatory demands while showcasing a genuine commitment to transparency," he concluded.
