Credibility gets you through the door, but trust is what makes people stay. On this episode of Fin the Week, we're joined by Indulge's newest team member, Tonicha, to unpack why financial brands can no longer rely on confident marketing alone.

We dig into how consumer duty, the EU AI Act and the Sustainability Disclosure Requirements are pushing firms to evidence their claims rather than just make them, why "finfluencers" cut both ways, and how something as simple as a mortgage calculator can build more trust than a bold headline stat ever will.

Chapters

00:00 Introduction to the importance of trust and credibility in finance

01:42 How regulatory changes are influencing trust evidence

03:35 The role of consumer duty and EU AI Act in trust

06:26 Differentiating credibility and trust in marketing

08:19 How credibility can be faked and the importance of trust

11:03 The impact of misleading claims and greenwashing

13:58 The significance of transparency in insurance and finance

16:52 Industry examples of trust and credibility issues

19:54 Building trust through consistent messaging and evidence

22:35 The importance of easy cancellation and customer support

23:37 Credibility & trust in the consumer funnel

25:14 Does being trustworthy put firms at a marketing disadvantage?

27:43 Selling insurance on price versus features

31:53 Can marketing teams incentivise and be trustworthy at the same time?

33:45 Finluencers and the impact on trust

36:36 Risks of misleading marketing and short-term gains

39:14 The importance of honest reviews and influencer vetting

41:58 Using technology to enhance transparency and trust

45:55 Summary and key takeaways on trust and credibility

46:46 Jargon Busters: Diversification