Regulatory shifts aren’t just legal matters. They’re brand moments. And the latest one, courtesy of the Consumer Financial Protection Bureau (CFPB), is tailor-made for marketers to step in, step up, and steer the conversation.
In late July, the CFPB made a surprise move towards a fast-tracked rewrite of open banking regulations, originally proposed under the Biden administration. On the surface, it looks like a compliance task. But underneath, it’s a golden opportunity for brand strategy.
This rewrite has real implications for how bank and credit union marketers handle customer data, personalize experiences and build relationships. And in a climate where trust is fragile and consumer skepticism is growing, marketers can’t afford to sit on the sidelines when trust is on the line.
Quick Refresher on the CFPB Rewrite
The original open banking rules aimed to give consumers more control over their financial data by enabling secure data-sharing between banks and fintechs. In theory, it was all about access, competition, and convenience. But concerns quickly bubbled up, including security risks, liability gaps and the inevitable “what if my data ends up where it shouldn’t?” questions.
The CFPB is now revisiting those rules, with plans to introduce a revised version at an accelerated pace. No one’s quite sure what the final draft will include, but this change is coming fast, and marketing needs a seat at the table before it arrives.
Trust in Times of Transition
The thing about trust is it’s not a bolt-on feature. It’s foundational, especially in financial services, where people’s livelihoods and life goals are in play. Customers aren’t just looking for compliant companies. They want clarity. They want brands that act in their best interest, even when the rulebook is being rewritten in real time.
This is where you come in. Marketing is often the first voice a customer hears and the most consistent one they engage with. In moments like this, marketing is the bridge between legal accuracy and customer understanding. That’s not a burden. It’s a brand advantage.
The Marketer’s Role
- Marketing needs to be in the room early. Not after the legal team’s dotted every “i.” When you’re part of the conversation from the start, you can help translate policy into messaging that informs without overwhelming. And let’s face it, marketers are usually better at trimming the jargon than your legal counterparts.
- It’s also a good moment to audit how your brand talks about data. Check that your privacy language is readable. Ensure your personalization disclosures sound like they were written by a human, not a particularly stern robot. And if nothing else, it’s time to simplify, recognizing that clarity builds credibility.
- Then there’s personalization itself. Use this regulatory shakeup as a reason to check in to verify if your data-driven tactics are building trust or quietly eroding it.
- Lastly, be ready to adapt. Regulatory outcomes shift quickly, so have your messaging playbook primed. That means creating modular content like FAQs, customer updates, maybe even a friendly explainer video that can flex with the facts. Responsiveness isn’t just operationally smart. It’s a trust-builder.
Turning Compliance into Your Competitive Edge
Let’s not forget the broader context here. According to the 2025 Edelman Trust Barometer, financial services remains one of the least-trusted industries. That’s not the leaderboard you want to top. But that also means the bar is low, and every effort you make to communicate clearly and proactively can set your brand apart.
Data-driven marketing is here to stay, and automation isn’t going anywhere. What differentiates the best brands is how responsibly they wield that power. Trust affects retention. It influences lifetime value. It can tip the scales in brand preference.
So yes, the CFPB rewrite might start as a compliance topic. But handled well, it can become a brand trust milestone if you use this moment to lead with transparency, empathy and foresight. In this business, trust isn’t a soft skill. It’s a strategic asset. And right now, it’s yours to earn.