VisualGPS Creative Trends Technology Redefining Finance Visuals

How can financial brands set themselves apart, not just by the numbers they crunch, but through the art of visual storytelling? What do financial services’ consumers care about and what kinds of visuals engage them? Here are some key insights from Getty Images’ Visual GPS research to empower your visual choices in 2025—because in this fast‑paced world, engaging visuals are worth the investment.

Financial wellness is taking centre stage and the spotlight is firmly on the present. With financial literacy and stability now important priorities, 55% of Europeans are making decisions based on their current needs rather than future ones. The future makes many anxious, so consumers are finding joy in the present. A staggering 71% of Europeans say simple pleasures like sharing a laugh with friends or indulging in a favourite meal with family, brings them happiness. Financial wellness isn’t just found in stock tips or retirement plans, but in those everyday moments that make life worth living.   

There is an opportunity for financial services brands to step away from visuals that focus on future aspirations—new homes, new cars, material possessions. Instead, why not show financial wellness through relatable visuals of everyday pleasures such as strolling through the park, cooking a favourite meal or enjoying each other’s company. By focusing on empathy and human connection, brands can show that financial wellness is not just a future goal—it's also a present reality. After all, the best investments consumers want to make is in the moments that make them appreciate life today. 

In a world where consumers are increasingly eco‑conscious, financial services brands can no longer afford to be silent on sustainability. Getty Images' VisualGPS research highlights that 87% of Europeans expect companies to show their commitment to sustainable practices. This means there is a call to stop ‘greenhushing’: The act of staying quiet about green initiatives and start communicating. Consumers want to see brands set clear sustainability targets and regularly update the public on their progress. Whether it is through detailed reports or engaging social media updates, transparency is key and showing your journey around sustainability builds trust and loyalty.

The positive effect of visuals is clear. 74% of consumers would like to see images or videos showing how the environment is improving due to direct action and policy reform. Use visual storytelling to highlight both the successes and challenges of your sustainability initiatives. Showcase genuine efforts and hurdles on your journey toward a greener future to resonate more deeply with your audience, becoming advocates for your brand.

Digital transformation is redefining not only how we work and live but also how we manage our finances. Showing tech‑driven convenience is key. Our VisualGPS research highlights that 70% of Europeans are drawn to visuals that emphasise the convenience of digital services. This is not surprising as 81% of Europeans value the speed and ease of digital payments and transfers made possible by online platforms. As financial services brands embrace artificial intelligence (AI) to enhance their offering, consumer expectations of AI are also rising, especially among younger generations. Notably, 74% of European Gen Zs believe AI can help them achieve personal or professional goals, compared to 54% of consumers in Europe.   

Focusing on visuals that show how tech innovations around finance are putting people first and improving their daily lives is key. For example, making their goals around financial wellness more achievable. This can help boost financial literacy and empower people, all while staying relatable. 

Video Credits
1403246898, Flashpop
1854984656, luza studios