The development of customer buying behavior and general attitudes has sparked a marketing revolution across various industries, including the financial sector. In this article, we delve into the evolution of marketing within the Financial Services and Products (FSP) industry, exploring how it has shaped the landscape we see today. Transparency as a Key Factor: Understanding the importance of transparency is crucial when reviewing today’s average consumer in the market. Financial customers now approach their financial decisions more seriously than ever before. Factors such as the recent pandemic, societal turbulence, and the increasing accessibility of alternative investment options have led individuals to become savvier with their finances and more open to exploring various options. This has created a potential client base that needs to be won over, convinced, and nurtured into the right banking portfolio. As customers now have access to limitless information at their fingertips, the banking sector is no…