Banking, Investment & Crypto: Will Your Finance Brand Succeed With a Podcast?

Where strategic content marketing meets long-term reward.

Updated May, 2022

Let’s call it like it is; the vast majority of brands in the financial space are absolutely sleeping on the branded podcast.

Looking at the major players in venture capital, cryptocurrency, and investment and retail banking, we see very few well-known names making the charts…

And to be entirely frank, this is an opportunity lost — especially when we consider how competitive these fields are, the resources these brands have, and the benefits that come with a chart-topping show.

While some industry leaders are high performers in the audio sphere, most have overlooked the branded podcast entirely.

This means they’re missing a prime opportunity to…

  • Build brand awareness

  • Better define their identity

  • Attract an invested and pre-qualified audience

  • Boost their long-term revenue and repeat business

  • And outshine their competition with purpose-driven content

In this post, we explore the opportunities available to brands like yours by taking a look at what your most forward-thinking competitors are already doing.

We’ll break these brands down into four categories…

  • Retail banking

  • Venture capital

  • Investment

  • And the world of crypto

We will also take a look at a few other shows that dominate the business and investment charts to really get a handle on what it takes to succeed in this space.

Retail banking

Disruptors by RBC

This corporate podcast production — produced by the team at JAR audio — explores innovation, technology, business, and the future of Canada’s economy.

The founding brand, RBC is a multinational financial institution currently serving over 16 million people across the globe.

As we write, Disruptors is sitting at #35 in Business on the Apple Podcast Charts for both Canada, and the world.

With 113 episodes, this series boasts a 95% listen-through rate and a listener rating of 4.9 stars on Apple Podcasts.

Word on the Street by Barclays

Created for the “ordinary investor,” Word on the Street explores the latest financial news  and how current events are poised to impact the world’s financial markets.

Based in the UK, Barclays is a multinational bank that dates back to the 19th century with estimated assets beyond a trillion dollars.

As we write, Word on the Street features an ambitious 187 episodes and a listener rating of 4.7 stars on Apple Podcasts.

Venture capital

Securities by Lux Capital

This series explores “science, technology, finance and the human condition” with topics ranging from biotech to American foreign policy and Silicon Valley.

The organization behind this show is a venture capital firm based in New York with a 4-billion-dollar valuation and more than 20 years in its space.

As we write, Securities sits at spot #45 on the Business Charts for Apple Podcasts in the US with 15 episodes and a killer 5-star rating from listeners.

 

Cryptocurrency

Coinbase: Around The Block

A niche-encompassing podcast, Coinbase: Around The Block is framed as “the easiest way to stay in the know on all things crypto.”

It is hosted by Justin Mart, who is a cryptocurrency enthusiast, and advisor at Coinbase — a crypto trading platform with over 98 million users.

This series has hit the Global Apple Podcast Charts in Business, and currently sits at 24 episodes and a listener rating of 4.8 stars.  

The NatureBacked Podcast by Single.Earth

From enviro-focused crypto brand Single.Earth, The NatureBacked Podcast dives deep with expert investors to explore how our economy can serve a greener world.

Covering topics ranging from CO2 emissions to fintech startups, this show is the space where eco meets economic — and it really is shaking things up.

As we write, The NatureBacked Podcast is ranked exceptionally high on the Apple Podcast charts for the US, holding spot #35 in Business and #12 in Investing.

With only 10 episodes, this new hit series also boasts a 5-star listener rating on Apple Podcasts.

Swan Signal – A Bitcoin Podcast by Swan Bitcoin

With a less formal production process, Swan Signal pairs crypto experts for in-depth discussions that are first streamed live, then released as podcast episodes.

Swan, the brand behind the show, offers a tool by the same name that was created to allow users to buy Bitcoin “as cheaply and easily as possible.”

As we write, Swan Signal is ranked  #165 on the Investing chart for Apple Podcasts in the US.

As we write, this show features 82 episodes, and a listener rating of 4.4 stars on Apple Podcasts.

Investment

J.P. Morgan: A Goliath in Branded Podcasts

We could not write this analysis without discussing J.P. Morgan, a US-based multinational investment bank that has debuted a total of nine branded podcasts.

Shows backed by this financial giant include…

  • Insights Now

  • Notes on the Week Ahead

  • Center for Investment Excellence

  • Tech Trends

  • Market Matters

  • Economic Take

  • At Any Rate

  • Women on the Move Podcast

  • And What’s the Deal?

Each one explores a different avenue of business and/or finance — illustrating exactly how deep one brand can dive within its own niche.

While there is significant variance from show to show, some of J.P. Morgan’s podcasts are estimated to attract nearly 10,000 listeners per month.

Goldman Sachs: Another Forward Thinker

Also to credit for several branded podcasts is investment bank and financial services company Goldman Sachs.

Shows backed by this brand include…

  • Exchanges at Goldman Sachs

  • Talks at GS

  • And Top of Mind at Goldman Sachs

Exchanges at Goldman Sachs is the top performer of the three, attracting anywhere from 67,000 to 100,000 listeners per month.

It features 326 weekly episodes to date, and a listener rating of 4.3 stars on Apple Podcasts.

Morgan Stanley: Three-Series Success

And finally, there is multinational investment management and financial services brand Morgan Stanley.

This finance company has debuted three shows…

  • Now What’s Next (formerly Ideas)

  • Access and Opportunity with Carla Harris

  • And Thoughts on the Market

Thoughts on the Market is far and away the most successful, with 619 episodes, a rating of 4.9 stars, and around half a million listeners estimated per month.

The highest performing investment podcasts

If your team is ready for a corporate podcast production, you should be looking not only at what works for your direct competition, but the moves of top performers overall.

These chart-topping podcasts offer valuable data on what it takes to succeed in this space, and how your team can captivate your ideal audience.

Bearing this in mind, let’s take a look at the top three finance-centered podcasts on the Investment chart for Apple Podcasts US.

#1: The Ramsey Show

A product of investment content creators Ramsey Network, The Ramsey Show has secured first place with a series focused on practical real-world advice.

This is a podcast designed to help ordinary people reclaim their life and finances with episodes covering everything from side hustles, to what to do after a layoff.

Certainly an early adopter, this long-standing series debuted in 2005, and has been shaping financial podcasting for nearly two decades.

As we write, The Ramsey Show features 121 episodes and a listener rating of 4.5 stars on Apple Podcasts. 

#2: BiggerPockets Real Estate Podcast

Created by real estate content platform BiggerPockets, this series takes a deep dive into all things property investment.

It features interviews with experts, investors, and entrepreneurs that share stories and tips designed to help listeners grow their own wealth.

Created for listeners ranging from the real estate curious to long-term pros, episodes cover everything from rental property basics to FHA loans.

As we write, Bigger Pockets Real Estate Podcast features a massive 616 episodes, while maintaining an excellent rating of 4.8 stars on Apple Podcasts. 

#3: Motley Fool Money

Featuring a panel of experts each week, this series delves into all things business, investment, and finance.

Episodes cover the latest news in both categories, and explore how ongoing changes will impact the stock market, and the lives of business investors everywhere.

As part of this process, it also explores what’s happening financially with brands like Starbucks, Uber, Walmart, McDonald’s and Lyft.

As we write, Motley Fool Money has shared a whopping 848 episodes, and holds a listener rating of 4.6 stars on Apple Podcasts.

Getting started

After reading this post, you may be itching to launch a corporate podcast backed by your brand — or perhaps some big questions still stand out.

We are happy to offer a custom competitive analysis so you can size up this niche, answer those queries, and see what your rivals are up to.

If you’re ready to explore the world of opportunity we call spoken audio, don’t be afraid to contact us.

And in the meantime, here are some resources for you to check out…