When it comes to talking about money, we’ve come a long way, baby. Money has gone from a topic never mentioned at the dinner table to one that’s on everyone’s lips – in large part, thanks to podcasting.
In recent years, podcasts have become a pivotal platform for storytelling and thought leadership within the financial services sector. While independent shows like NPR’s Planet Money, Farnoosh Torabi’s So Money, and Tori Dunlap’s Financial Feminist have captured public interest with their engaging financial content, major financial brands have also stepped up. Institutions like RBC, Experian, and Morgan Stanley are now using branded podcasts to build deeper engagement with consumers and professionals alike.
- RBC’s Disruptors is a long-running audio series from Canada’s largest bank, exploring the intersection of technology and finance. Featuring innovators and industry leaders, the podcast reinforces RBC’s reputation for forward-thinking and keeps listeners ahead of the curve.
- Experian’s Your World on Money is a video podcast that breaks down personal finance into digestible, engaging conversations. Through expert interviews and real-life stories, the show empowers listeners—especially financially invisible communities—to take control of their credit and financial health. The podcast has earned Experian two Anthem Awards for its inclusive, educational approach.
- Morgan Stanley’s Thoughts on the Market delivers concise, expert-driven commentary on global financial trends. With episodes under five minutes, it targets time-strapped professionals looking for authoritative perspectives—and it’s now available in Japanese, reflecting the brand’s global reach.
Podcasts Showcase How Finance Fuels Our World
Brands are discovering that podcasts can connect the abstractions of money and finance to the realities of daily life. For example, American Express’ Build it Braver emphasizes the connection between financial literacy and small business success. And, in Unreasonable Impact: Food Solutions, Barclays and the Unreasonable Group spotlight sustainable food entrepreneurs, showing how strategic financial investment can drive innovation and tackle global challenges. Financial brands are realizing that podcasts can illuminate the real-world impact of their services—making money matter in more ways than one.
Bridging B2B and B2C with Podcasts
One of podcasting’s greatest strengths is its versatility. Financial services brands are using it to speak to two distinct audiences: industry professionals seeking deep insight (B2B), and consumers looking for financial guidance (B2C). Podcasts offer internal education for employees, thought leadership for peers, and accessible financial literacy for the public—all through a single, scalable channel.
Podcast Trends and Engagement in Financial Services
B2C finance brands are among the largest podcast advertisers, using the medium to reach broad, tech-savvy audiences. In 2023, the financial services category—driven largely by B2C brands—accounted for approximately 13% of all U.S. podcast ad revenue (source: MarTech.org). These brands favor host-read ads, which build trust and include clear calls to action. In 2024, eMarketer projected U.S. podcast ad spend to hit $2.28 billion, a 15.9% increase over the previous year.
While B2C dominates with broad-reach advertising and education, B2B firms like Goldman Sachs and Allianz are increasingly using podcasts to provide insight and expertise to niche professional audiences. The Interactive Advertising Bureau (IAB) notes that financial institutions continue to claim a notable share of podcast ad revenue, demonstrating how well this channel serves targeted communication strategies.
Importantly, the 2023 U.S. Podcast Advertising Revenue Study revealed that brand safety—historically a concern for highly regulated industries—has vastly improved. According to the report, “brand safety and suitability usage has nearly doubled year over year,” making podcasting a viable, brand-safe environment for serious financial marketing.
Listener Demographics and Branded Financial Podcasts
Branded podcasts in financial services are increasingly designed to serve specific, high-value audience segments—individuals looking for credible financial guidance, market intelligence, or career growth. According to Edison Research, over 55% of U.S. podcast listeners hold a college degree, and a significant portion have household incomes above $100,000—making them ideal targets for financial institutions aiming to build long-term relationships through education and storytelling.
Morgan Stanley’s Thoughts on the Market speaks to seasoned investors and professionals with fast, focused commentary. Meanwhile, Experian’s Your World on Money adopts a more conversational, consumer-friendly tone—guiding listeners through personal financial topics like credit scores and budgeting. Whether it’s helping young adults navigate independence or supporting institutional clients through market shifts, branded podcasts allow financial institutions to speak directly to their audiences—offering value, not just promotion.
The Strategic Role—and Future—of Podcasts in Financial Services
Podcasts have moved well beyond marketing—they’ve become a core communication strategy for banks, fintechs, and credit unions. By delivering in-depth perspectives on market trends, economic policy, and personal finance, branded shows help financial institutions build trust, educate audiences, and influence decisions over time.
But as the medium matures, so do audience expectations.
It’s no longer enough to put a mic in front of a financial advisor and hope for the best.
Today’s listeners expect polished production, purposeful scripting, and a clear value proposition. Financial brands are responding with more engaging formats and tighter storytelling. Meanwhile, advancements in analytics are making it easier to track listener behavior, optimize performance, and demonstrate ROI—solidifying podcasts as a measurable, strategic asset in the marketing mix.
JAR Audio’s Proven Track Record
At JAR Audio, we’ve helped global leaders like RBC, Barclays, and American Express—as well as local credit unions like Vancity and Prospera—turn financial insight into compelling, human-centered stories. We specialize in bridging the gap between professional expertise and real-world relevance, helping financial brands connect meaningfully with the people who matter most.
Want to explore what a podcast could do for your brand? Let’s talk.
Jen Moss is the Co-Founder and and Chief Creative Officer of JAR Audio. As JAR’s podcast “doula”, collaborating with enterprise brands to bring great podcasts into the world. With a background spanning CBC Radio, Canada’s National Film Board Digital Studio, Vancouver’s Roundhouse Radio and the University of British Columbia, she guides the creation of captivating podcasts at JAR.
