Financial services advertising usually looks similar: warm and fuzzy portrayals of life’s milestones—births, graduations, weddings, retirement parties—all made better because someone had the sense to invest. But no matter how good the scripting and production, those bank “customers” are usually actors, and it’s obvious.
That status quo changed earlier this month with the debut of two new spots for JPMorgan Wealth Management. For the first time in the institution’s history, the people that appear in the ads are actual customers, using their own words. Their advisors and investing stories are genuine, as well.
The shift represents a deliberate move away from the polished, aspirational messaging that has dominated financial services marketing for decades. Paul Halpern, CMO of JPMorgan Wealth Management, described the real-life approach as a “natural progression” of the institution’s marketing strategy. “There’s no substitute for bringing the authentic human stories to life with the actual clients and advisors who are actually living it,” Halpern said.
This pivot toward authenticity aligns with broader industry trends emphasizing trust and genuine connection. The financial services sector has long grappled with perception challenges, relying heavily on carefully crafted narratives and actor-led campaigns to convey stability and success. JPMorgan’s decision to feature real customers signals a confidence in the legitimacy of their client relationships and the tangible results their wealth management services deliver.
The timing of this campaign shift is particularly noteworthy given the landscape of consumer trust in media and advertising. Industry research increasingly demonstrates that consumers are skeptical of traditional advertising approaches. Real-life media formats, including out-of-home advertising, have shown growing trust levels compared to digital platforms, a reality that extends to how consumers perceive financial services marketing.
For JPMorgan, featuring actual clients and advisors serves multiple strategic purposes. It eliminates the disconnect that audiences instinctively recognize between actors performing a role and genuine human experience. Client testimonials and real stories carry inherent credibility that no amount of production value can replicate. When someone sees a real client discussing their actual financial journey and the advisor who guided them, the messaging becomes tangible and relatable in ways that traditional advertising cannot achieve.
The campaign also reflects evolving expectations around authenticity in marketing across sectors. Brands increasingly recognize that consumers respond more favorably to transparent, honest communication than to aspirational fantasies. In wealth management specifically, where trust and expertise are paramount, showcasing real relationships between advisors and clients reinforces the human element of financial planning—something that mass-market advertising often obscures.
JPMorgan’s move has implications beyond its own marketing efforts. As a major financial services player, the bank’s creative decisions often signal directional shifts for the broader industry. Other wealth management firms and financial institutions will likely observe whether this authentic approach generates superior engagement and conversion metrics compared to traditional campaign structures. If successful, real-client advertising could become a new benchmark for financial services marketing.
The execution of real-customer campaigns presents distinct challenges. Whereas actors can be directed to hit specific emotional beats and maintain consistent messaging, real clients bring unpredictability. Their language patterns, emotional delivery, and story structures will vary. However, this variability is precisely what creates authenticity. The natural cadence of someone discussing their own financial journey, the specific details they choose to emphasize, and the genuine emotion in their voice all contribute to a sense of truthfulness that audiences instinctively recognize.
JPMorgan’s willingness to cede some control over message consistency in exchange for authentic storytelling suggests a calculated bet that credibility outweighs polished perfection. In an era where consumers increasingly question traditional advertising narratives, this approach addresses a fundamental skepticism head-on by eliminating the performance element entirely.
As the financial services industry continues evolving, JPMorgan’s latest advertising strategy represents more than a creative refresh. It reflects a fundamental shift in how major financial institutions are choosing to communicate value, build trust, and connect with prospective clients. By centering real stories and genuine relationships, JPMorgan is redefining what credible financial services advertising looks like in a landscape increasingly skeptical of artifice.