VisualGPS Creative Trends Technology Financial Services: Visuals That Build Trust

As financial decisions become more complex and competition intensifies; visual communication is no longer just a creative consideration for financial services brands but a key lever of communication. Shaped by evolving consumer expectations around trust, financial wellbeing and green investment, the right visuals can make complex products more accessible and create deeper brand connection. 

Imagery that feels disconnected from reality can often undermine credibility, creating distance at the very moment consumers are looking for reassurance and authenticity. So, how can financial services brands build trust through visuals?

Rather than focusing solely on showing wealth or financial outcomes, showing the human realities behind financial decisions can help brands connect on a more human level. Getty Images’ VisualGPS research shows that 64% of Europeans trust financial brands more when they use real‑life stories in their visual communications. Audiences respond to stories that reflect real experiences: Starting a business, supporting family or planning for retirement. And when it comes to B2B, emotional connections beyond transaction really does matter.  

Research by Wunderman Thompson found that emotions play a decisive role in B2B purchasing, influencing 66% of buying decisions.¹ Visuals popular with Europe, Middle East and Africa financial customers in the last 12 months most often depict a simple handshake. Expanding the lens and showcasing collaboration, problem‑solving around financial planning and wellness, as well as shared challenges offers businesses a more complete picture of their B2B journey with financial partners.

Sustainability is now a mainstream expectation, not a niche concern. Getty Images' VisualGPS research shows that 86% of Europeans believe companies have a moral obligation to use their resources to improve society and the environment, rising to 94% in both United Arab Emirates and Saudi Arabia. Financial institutions are uniquely positioned to influence through investments, pensions and sustainable finance products. Yet, many consumers underestimate the impact of their financial choices—greening a pension for example can be up to 21 times more impactful than individual lifestyle changes.² 

The challenge is making that impact visible. Consumers are increasingly sceptical of broad sustainability claims and want to see measurable progress. Generic "green" imagery can weaken trust if not backed by evidence. The brands that win will be those that move sustainability from abstract ambition to visible action by showing real outcomes in visuals through investments, projects or customer impact stories. Explore Getty Images' VisualGPS: Visualising Sustainability report for further guidance. 

Artificial intelligence is transforming financial services, from customer experience and operational efficiency to product innovation. Yet, consumer sentiment towards AI remains mixed. Getty Images' VisualGPS research shows that just 72% of Europeans believe AI can help solve important issues, compared with higher levels of optimism in the United Arab Emirates (87%) and Saudi Arabia (90%). For financial brands, this creates a crucial challenge. While AI can power better services, technology alone does not build confidence alone. This is where visual strategy can play a key role. Overly polished, highly manufactured or obviously synthetic imagery can feel less trustworthy, creating distance rather than connection. 

VisualGPS research reveals that for 63% of European consumers, regardless of how common AI‑modified images become, brands have a responsibility to use only real, unedited images in their advertising. Imagery showing real people, lived‑in environments and genuine moments of connection helps financial brands feel more human, relatable and trustworthy in an age of AI. To find out more check out Getty Images' Building Trust in the Age of AI report. 

Across all of these themes, one principle stands out: Authentic visuals drives trust. Financial brands that use human, relatable and reality‑based visuals can make innovation more trustworthy, sustainability more tangible and financial products more accessible. Those that don't risk appearing disconnected from the people they serve. The brands that succeed won't simply tell customers they can be trusted—they'll make trust visible.

Sources
[1] Linkedin
[2] Make My Money Matter