Quora Insights

Finance Market Trends & Quora Audience Insights

The finance market is growing rapidly. According to a report by The Business Research Company, the financial services market reached a value of nearly $23,328.73 billion in 2021, having grown at a compound annual growth rate (CAGR) of 3.5% since 2016. The market is expected to grow from $23,328.73 billion in 2021 to $33,313.50 billion in 2026 at a rate of 7.4%. The market is then expected to grow at a CAGR of 6.3% from 2026 and reach $45,149.00 billion in 2031

With all of this continued development, the finance industry marketing and advertising spend has grown to follow suit. But who are these buyers, and how do we reach them? Keep reading for a market overview, audience statistics, and how Quora Ads can get your message in front of the right visitors.

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Global finance market statistics & trends

The global finance market has witnessed significant change and growth in recent years. This can be attributed to various factors, including advancements in technology, regulatory changes, and evolving consumer demands. 

For instance, the rise of payment platforms has had a profound impact on the finance landscape. With the increasing popularity of digital payments and contactless solutions amid the pandemic, legacy financial institutions and fintech companies are leveraging these platforms to capture a larger market share of digital-first consumers. 

Buy now, pay later (BNPL) solutions have also grown in popularity as consumers—particularly millennials and Gen Z—look for more flexible ways to finance their purchases. According to a report by Insider Intelligence, BNPL payment value will rise 14.8% annually from 2023 through 2027, as BNPL fintech leaders adapt to a maturing market by diversifying product offerings and harnessing demographic trends. 

Likewise, the realm of personal finance has also experienced a digital shift, as individuals seek more control and transparency in managing their wealth. This has led to the emergence of various approaches, ranging from financial education campaigns to mobile apps that provide personalized financial advice and budgeting tools. According to a report by Insider Intelligence, US consumers will open 5.2 million new bank accounts digitally in 2023.

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Finance advertising market – digital trends and examples

The finance advertising market is large and growing, as companies spend massive amounts each year to attract new customers and promote their brands. A global ad spend analysis by WARC Media found that Financial Services is on course to be the fastest-growing sector in 2024 at a rate of +11.5%. Finance marketing has been shaped by the convergence of technology, regulations, and changing consumer behaviors. These factors have propelled the industry forward, creating new opportunities for marketers in areas like financial institutions, insurance, payment platforms, and personal finance providers to connect with their target audiences in innovative ways. As the finance industry continues to evolve, it is crucial for marketers to stay attuned to their audiences and adapt their strategies accordingly to effectively navigate this dynamic landscape.

$164.1 Billion

Estimated global investments in FinTech companies in 2023

$450 Billion

Estimated amount that the global BNPL market size will increase by between 2021 and 2026

$226 Billion

Estimated transaction volume of Visa worldwide

In today’s rapidly evolving financial landscape, consumers are increasingly seeking to take greater control over their finances. They no longer rely solely on traditional banking institutions to manage their money, but instead, actively seek out information and resources that empower them to make informed financial decisions. This shift in consumer behavior presents a significant opportunity for financial services advertisers to leverage educational content as a powerful marketing tool. By providing valuable educational content, these advertisers can establish themselves as trusted authorities and build strong relationships with their target audience.

~50%

of global e-commerce payment transactions were accounted for by mobile wallets in 2022, making the digital wallet the most popular online payment method worldwide

56%

of global e-commerce payment transactions will be accounted for by mobile wallets in 2026

5%

of global market share is taken up by BNPL

Educational content helps consumers understand complex financial concepts, navigate investment options, and learn about effective money management strategies. By offering helpful resources such as blog articles, whitepapers, webinars, and interactive tools, financial services advertisers can position themselves as partners in their customers’ financial journeys. This approach not only enhances brand trust credibility but also empowers consumers and fosters long-term loyalty.

Advertisers on Quora have the ability to engage with knowledge-hungry users researching finance topics—both by joining organic conversations and by advertising in contextually relevant environments. Hear from some of the finance brands finding success on the platform.

HSBC Mutual Fund

HSBC Mutual Fund garnered 25.3 million content views and amassed a dedicated following of 3.3K users who trusted their expertise.

HSBC Mutual Fund is a global asset manager with a strong heritage of successfully connecting clients to global investment opportunities. With the aim of empowering investors and establishing thought leadership through Quora Ads, Quora’s Promoted Answers provided the perfect platform for HSBC MF to simplify investment discussions and reach a wider audience. Their captivating content, engaging infographics, and tailored approach to Quora Ads allowed them to make investment conversations less daunting, establish trust, and drive consideration among users seeking mutual fund guidance.

HSBC ad

The Motley Fool

The Motley Fool’s lead volume increased 111%, while CPLs decreased 6%. During the same time frame, in-session and overall CPAs also decreased 19% and 47% respectively.

The Motley Fool provides financial solutions for investors of every kind. Their products and services, whether free or fee-based, online or offline, are designed to help people take control of their financial lives. Quora’s unique audience and platform were key attributes that appealed to The Motley Fool Australia. With millions of questions and answers being added to Quora monthly, The Motley Fool Australia’s team saw an opportunity to reach users in an engaged and inquisitive headspace. In particular, The Motley Fool’s team sought to drive quality leads and sales that met CPL and CPA targets. With help from their Quora Ads team, The Motley Fool Australia achieved stellar results.

The Motley Fool ad

HomeTap

The Hometap team was pleasantly surprised by the volume of leads they received in their first month of using Promoted Answers. CPAs were 25-30% lower than their average costs on other digital channels.

Hometap provides homeowners with an opportunity to tap into their home’s equity without monthly payments or having to take out another loan. In addition to building this new product category, Hometap sought to acquire new leads at costs that were less than, or equal to, their existing ad channels. The Hometap team found many questions, topics, and conversations on Quora surrounding home equity loans and financing. Knowing users were in the evaluation and consideration stages, Hometap targeted relevant content and engaged with the community with Promoted Answers. As a result, the Hometap team saw new leads using Promoted Answers, while lowering CPAs.

HomeTap ad
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Finance advertising on Quora 

Quora users look to the platform as a source of reliable information and expertise. They ask questions on a range of finance topics like personal finance, startup financing, retail banking, and financial technology. Finance marketers can pinpoint their target audiences within Quora’s niche communities, improving the relevance of their messages and the likelihood of meaningful engagement.

Quora Ads allows marketers to target specific audiences based on their interests, demographics, and browsing behavior. By leveraging Quora Ads, finance marketers can display their messages and content to a tailored user base, increasing brand exposure and driving relevant traffic to their websites or landing pages. These targeted advertisements enable marketers to reach users who are actively seeking finance-related information, making it a valuable channel for generating leads and conversions.

Finance related topic views on Quora worldwide

Quora users around the world have been discussing a variety of finance related topics over the last few years, with a growing interest in Personal Finance, particularly.

Popular finance questions on Quora 

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#FinanceStats

Quora’s finance audience statistics

The Quora community has demonstrated a significant interest in topics relating to personal finance. Over 980,00 questions have been posed about finance, and in response, these queries have received over 2.4 million answers from members of the Quora network. These valuable discussions and exchanges of information have been closely followed as well, with over 32 million users alone following questions and answers within the finance topic. It is clear from these numbers that Quora provides an engaging and educational forum for issues surrounding managing one’s finances, investments, career development and more–helping many users to improve their economic well-being and financial literacy.

#usfinance

US

With the rise of spending apps, online financial tools and banks, as well as P2P and mobile payment apps, it is increasingly important to effectively engage and reach consumers in the digital space. Quora Ads provides a valuable opportunity for financial platforms to connect with a large audience that has demonstrated clear interest and activity related to personal finance.

As findings from a recent GWI survey show, US Quora users like to take charge of their own financial health. Over half (53.2%) of Quora users already use the internet to manage their finances and savings, and 47.6% have used the internet to send money to friends and family in the last month.

US Quora users are highly connected through their smartphones and regularly find ways to use technology. A large portion (61.4%) of users have adopted PayPal as one of their methods of online money transfer.

With 43.9% of US Quora users saying that they are good at managing their money, sponsoring content and conducting targeted campaigns on Quora can be an impactful user acquisition strategy. By speaking to relevant questions and discussions around managing money online, growing investments, and exploring insurance options on Quora, financial brands have a unique chance to educate and attract highly qualified prospective customers in a contextually relevant environment.

Top finance questions on Quora in the US

Conversations among financially-conscious users range from fitness to advice to credit cards.

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#EUfinance

Europe

When looking to reach consumers across Europe, Quora Ads provides financial services brands access to a large audience with strong interests in personal finance. A recent GWI survey shows that 40.1% of European Quora users are interested in topics around economy and finance.

Nearly half of European Quora users (48.4%) use the internet regularly to handle their finances and savings. With 44.8% also employing online methods to send money to friends and family within the last month, this digital-savvy crowd demonstrates clear online habits that financial brands aim to serve. As this audience shows high intent to purchase insurance within the coming months as well, campaigns on Quora allow insurers to connect with qualified potential customers across Europe.

The European Quora demographic further emphasizes the importance of digital strategies for financial services companies. As a digital and mobile-first audience, European users are highly connected through their smartphones and regularly utilize popular payment applications. A large portion (63.6%) of users have adopted PayPal as one of their methods of online money transfer.

Many European Quora users (43.5%) also perceive themselves as good at managing money, which means that they will find value in the best ways to do so. By engaging this active and tech-literate group through targeted Quora Ads, financial platforms stand to attract clients already acclimated to conducting their business virtually. Reaching European Quora users provides a means of capturing those already suited to the online banking, payments and investing tools that many progressive financial providers offer their customers.

Popular finance questions on Quora in Europe

The finance community on Quora in Europe  is active and teeming with lively discussions about a variety of topics ranging from explanations and guidance to investments.

Get your brand’s message in front of 48 million monthly unique visitors on Quora in Europe & the UK.

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Germany

When looking to connect with consumers in Germany, leveraging Quora Ads enables financial brands to reach a significant audience interested in finance topics. Over a third of German Quora users, at 40.6%, are already interested in topics like finance and the economy.

Additionally, almost a third of German Quora users (32.5%) express interest in investments specifically, indicating they are likely to be open to investment services and tools. Over a third (36.7%) of German users already use the Internet for managing their finances and savings, and 36.1% of users have used a mobile platform to track their online spending in the last month. By promoting relevant content through targeted campaigns on Quora, companies can introduce products and services to an audience showing clear interest in improving their financial abilities.

German Quora users also align well with evolving digital payment preferences, demonstrated by a high level of adoption for mobile payment technologies. With 40.5% having used a mobile payment service such as Apple Pay or Samsung Pay in the last month, this audience has embraced more modern options beyond cash and cards.

In fact, 42.5% of German Quora users consider themselves good at managing money. These types of users are interested in finance institutions working to build brand awareness–and through Quora Ads, financial institutions gain an effective way to connect their innovative brands with a demographic already dealing with money from their smartphones. By speaking to the investment insight and personal finance themes that attract German Quora users, marketers can start meaningful conversations to attract qualified potential clients.

Popular finance questions on Quora in Germany

The finance community on Quora in Germany is active and teeming with lively discussions about a variety of topics ranging from personal finance and guidance to investments.

UK

The Quora community in the UK presents a major opportunity for financial companies seeking to engage digitally-savvy customers.Over half of Quora users in the UK (54.4%) use the internet as their primary means of handling finances and savings. Rather than relying solely on traditional institutions, this group embraces new technologies that will improve their financial management and experiences.

Digital and mobile-first tools resonate strongly with UK Quora users’ lifestyles, with 41.9% having used a mobile payment service such as Apple Pay or Samsung Pay in the last month. Additionally, over 60% of UK Quora users have experience with online payment services like PayPal (64.6%), showing comfort with virtual transactions rather than strictly traditional methods. By addressing topics of interest like savings strategies, investment options, or insurance coverage through targeted campaigns, brands can introduce innovative solutions to match these consumers’ needs and preferences.

Nearly half of UK Quora users (47.5%) say that they are good at managing money, while 40.1% have actively tracked their spending on a mobile app in the last month. This reflects a willingness and enthusiasm to adopt new technologies that allow them better control over their finances.

Through participating in relevant, engaging discussions, Quora Ads lets companies start conversations and gain long-term customers already invested in their financial health, literacy, and progressive mindset. By engaging with this growing community, brands stand to truly understand, serve, and gain new advocates.

Popular finance questions on Quora in the UK

The finance community on Quora in the UK is active and teeming with lively discussions about a variety of topics ranging from wealth management and advice to different payment processes.

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APAC

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India

Nearly half of India Quora users (47.2%) are interested in topics like finance and the economy, reflecting an actively engaged audience. 44.8% of India Quora users already report interest in investments, showing an affinity for growing their wealth through different services and management systems. By addressing finance topics like savings, insurance, and other investment options via targeted Quora Ads campaigns, companies can introduce solutions that are aligned to this engaged audience’s goals and values.

Indian Quora users are a demographic at the forefront of adopting modern technologies, including technologies in finance. Nearly three-fourths of India Quora users (74.2%) have sent money to friends and family using the Internet within the last month, underscoring familiarity and comfort with new methods of financial management. 

Additionally, almost half (45.9%) of Quora users use the internet to manage their finances, showing how these users adopt modern services that bring value to their financial management. Close to three-quarters of India Quora users (73.6%) have also adopted mobile payment services such as Google Pay. As consumer behavior increasingly moves online and cashless, reaching individuals already a part of this growth holds significant value.

Quora Ads provide a strategically impactful way for brands, especially those leveraging emerging capabilities, to engage active users already looking to improve their finances. By participating in relevant discussions, businesses can spark curiosity and trial among qualified prospective customers.

Popular finance questions on Quora in India

Proactively engaging with users will allow businesses to showcase their products or services as solutions to the finance-related queries and concerns of the Quora community in India. 

These are the kind of questions that are popular in finance topics on Quora.

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#Seafinance

Southeast Asia

With over half of Southeast Asia Quora users (56.3%) expressing interest in finance and the economy, the Southeast Asian Quora user base is an important strategic opportunity. A similarly large portion of Southeast Asia Quora users (54.4%) are interested in investments, reflecting an affinity for growing wealth and managing it. By addressing topics like savings methods, insurance options and alternative investment vehicles through targeted campaigns, forward-thinking brands can introduce solutions addressing this audience’s values.

Southeast Asian Quora users also exemplify adoption of modern financial management and payment preferences. Over half of Southeast Asia Quora users (53.0%) use the Internet to manage their finances and savings, with over three quarters of users (76.5%) having used the Internet to send money to family and friends. This data highlights the significant role of the Internet in Southeast Asian Quora users’ financial management and payment habits, reflecting a growing trend towards convenience and digital solutions in the region.

Similarly, over half of Southeast Asia Quora users (61.0%) have used an online payment service like PayPal, reflecting accommodation of the smooth, wireless transactions that borderless digital commerce enables. As consumer habits increasingly transfer online, engaging individuals already active in cashless ecosystems holds lasting impact.

Quora Ads grants a window into discussing innovative product offerings with those who are a part of financial industry advancement. From insurance, bank accounts, investment avenues and more, participating in communities helps brands make a lasting impression.

Popular finance questions on Quora in Southeast Asia

Conversations on Quora offer businesses an opportunity to engage directly with consumers through insightful responses to their queries. Here are a few select questions in the finance community on Quora.

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Australia & New Zealand

Quora provides a compelling avenue for financial brands to connect with the communities in Australia and New Zealand who are highly focused on their fiscal well-being. GWI data shows that 42.2% of Quora users in Australia and New Zealand are interested in finance and the economy, with over a third of users (37.3%) indicating an interest in investments. By engaging with this community and addressing topics like savings, investments, and insurance through targeted campaigns, companies can offer solutions appealing to this audience’s goals. 

Over half of Quora users in Australia and New Zealand (60.1%) also use the internet to manage their finances and savings, with 42.3% of users employing a mobile app to track their spending. These actions and behaviors demonstrate openness to innovative digital services. Quora Ads allow platforms to engage users already accustomed to and interested in burgeoning financial technologies and services like virtual banking and planning.

Along this vein, Quora users from Australia and New Zealand are interested in and have already proven to be adopters of different finance technologies. Alongside online banking, 41.7% have used mobile payment services such as Apple Pay or Samsung Pay in just the past month, and 60.5% of users have used an online payment service such as PayPal. This showcases an audience adapting quickly to mobile capabilities, as the world goes increasingly cashless.

By posting relevant, timely content through targeted Quora campaigns, brands can introduce themselves to qualified potential clients already embracing new ways to control their finances.

Popular finance questions on Quora in Australia and New Zealand

By offering expert insights and tailored solutions to consumer queries, businesses can establish credibility and resonance, positioning themselves for success. Here are some of the top questions from Australia and New Zealand’s financially-driven populace.

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Middle East

The Middle East represents a significant opportunity for advertisers in the finance space looking to connect with engaged users already active in digital financial services. Over half of Quora users (63.2%) across the region have sent money to friends or family over the Internet in the last month. This indicates a high degree of comfort with digital financial transactions on a regular basis.

Additionally, 40.6% used a mobile payment service like Apple Pay or Samsung Pay in the last month, showing that mobile finance is popular in the region. This tech-savvy audience is also adept at managing their money digitally and willing to continue upping their financial prowess, with 44.2% self-reporting they are good at managing their money.

Mainstream digital payment services like PayPal have also gained major traction, having been used by well over half of Middle Eastern Quora users (58.4%). Impressively, 43.8% took their digital finance engagement global, sending money internationally in the last month. Clearly, this region is home to an active group who regularly use online and mobile financial tools for both domestic and cross-border transactions.

With digital finance habits clearly on the rise, Middle Eastern Quora users will be receptive to relevant advertising from finance brands eager to reach this engaged market. The high existing usage rates for services like online money transfers, mobile payments, and international remittances suggest this audience actively relies on digital financial services in their daily lives. Finance advertisers have an opportunity to connect with these users who are already comfortable and engaged with different financial innovations and opportunities.

Popular finance questions on Quora in the Middle East

By offering expert insights and tailored solutions to consumer queries, businesses can establish credibility and resonance, positioning themselves for success. Here are some of the top questions from the Middle East’s financially-driven populace.

Get your brand’s message in front of 10 million monthly unique visitors on Quora in the Middle East

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