Written by Josh Mabus, featured in industry-leading publications
Confidence Over Complexity

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The Most Overlooked Audience in Banking: People Who Just Want to Feel Confident

People don’t want to be sold.
They don’t want to be talked down to.
And they certainly don’t want to feel unsure of themselves.

They want something better.
They want to believe they can take the next step—and that someone will be there to walk with them.

That’s where your bank comes in.

Confidence, Not Complexity

Banking is complex.
But bank marketing doesn’t have to be.

Too often, we load up our message with everything we’ve been told to cram in—buzzwords, product features, and disclaimers that only make sense to compliance officers.

We’re trying to check boxes.

But your audience isn’t grading your work. They’re scanning for signs: Does this bank actually get me? Can they help me?

Because when people feel overwhelmed, they freeze.
When they feel confident, they act.

They’re not looking for a finance degree. They’re looking for a little clarity and a big dose of reassurance. Even better, they’re looking for someone who truly partners with them.

Why Empowerment Matters

Money is personal. It can stir up shame, fear, confusion—even grief.

Northwestern Mutual published a study in June of 2025 that found 69% of Americans feel depressed and anxious from financial uncertainty (an increase from 61% from the same study in 2023). More than 63% of Americans have lost sleep over concerns about their finances.

They’re not weak. They’re human. And they’re not looking for someone with a great smile in a decent suit. They’re looking for someone who can actually help.

They’re asking:

Am I ready to buy a home?
Can I start this business?
Is this even possible for someone like me?

If your marketing helps them answer those questions—even if the answer is “not yet”—you’ve done something powerful.

You’ve moved them from stuck to ready.

You Don’t Have to Teach. You Just Have to Translate.

Great marketing doesn’t lecture. It translates.

You don’t need to teach someone how banking works. You need to show them what banking can do for them.

Don’t define terms. Define outcomes.

Don’t say: “We offer SBA 7(a) loans with competitive rates and flexible terms.”
Say: “Let’s grow your business—with a loan that helps you hire, expand, or take that next big step.”

The difference? One explains. The other invites.

One stands at the front of the room. The other meets you at eye level and says, let’s go.

What Confidence Feels Like

Here’s what empowered marketing actually looks like:

  • A headline that makes people nod.
  • A CTA that gives them a reason to click.
  • A process that skips over what they already know and gets them to the next step.
  • A message that says: You’re not crazy for wanting more—and we’re here to help you reach it.

Confidence doesn’t always shout. It’s not flashy. It’s grounded, calm, and compelling.

It says: You’re capable. We see you. Let’s get started.

Say What People Need to Hear

The strongest messaging doesn’t push. It pulls.

“No jargon. No pressure. Just a better way to bank.”
“You already know what you need. We’ll help you get it.”
“Banking made for people with goals—and a lot on their plate.”

These aren’t just lines. They’re signals.

Signals that say: You’re in the right place. You’ve got this. We’ve got you.

You’re Not Talking to Everyone

And that’s the point. You don’t need to.

Your best marketing isn’t aimed at the entire market. It’s for the people who are ready for help but hesitant to act. They’ve had questions unanswered, they’ve felt overlooked, and they’re not sure who to trust next.

That’s where your message matters most. Not in telling them “we care,” but in showing them what that care looks like.

Put your people forward. Show the lender who helps a business owner figure out what’s possible. Show the banker who walks a family through a college savings plan. Show the personal side of your institution—the real expertise and reassurance that make complex decisions feel doable.

Because when prospects can connect the dots between their uncertainty and the banker who can guide them through it, the product stops being the focus. Confidence becomes the differentiator. And that’s what moves someone to take the next step with your bank.