Amber Buker, Chief Research Officer at Travillian, sits down with Alana Levine, Chief Revenue Officer at Fintel Connect, and Melissa Rawl, Director of Product Marketing at Live Oak Bank, to explore the findings from the 2025–2026 Financial Industry Affiliate Marketing Report. The discussion covers how affiliate marketing drives growth for banks, shifts in consumer demand, he rise of lending products, AI’s role in shaping search, and practical advice for executives considering this channel.
Available now on YouTube, Apple Podcasts, and Spotify — or read the full summary with timestamps below.
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00:20 – 03:03 | Setting the Stage: What Is Affiliate Marketing?
Amber welcomes Alana and Melissa. Alana explains affiliate marketing as a performance-based acquisition channel — paying only when desired actions (like funded accounts) occur. Melissa shares how Live Oak leverages affiliate marketing to compete with big-brand banks at lower costs and reach customers during their research phase.
03:03 – 05:16 | Live Oak’s Expansion and Digital Advantage
Melissa describes Live Oak’s evolution from serving veterinarians to now covering 35+ verticals. She emphasizes the bank’s consultative, people-first approach, powered by digital banking infrastructure, which enables personalized solutions across industries.
05:16 – 07:44 | Key Findings from Fintel Connect’s 2025 Report
Alana highlights affiliate marketing as a window into consumer behavior. This year’s biggest shift: demand for debt products has doubled. Consumers and small businesses are increasingly seeking credit cards and loans online, pushing banks to make lending products digitally accessible.
07:44 – 10:13 | Market Insights, Data, and AI’s Role
Melissa explains how report data supports executive conversations and product strategy. Alana details the rise of AI-driven research (ChatGPT, Gemini) and how affiliates still influence what surfaces in search results. Publishers remain critical for consumer trust, even as AI grows in relevance.
10:13 – 13:14 | Navigating Economic Uncertainty & Product Strategy
Both speakers discuss how banks should decide which products to promote in affiliate channels. The takeaway: ensure competitiveness, listen to publisher insights, and stay open to unexpected demand (e.g., money market products). Affiliate marketing becomes both a growth tactic and free consumer research.
13:14 – 17:12 | Product Development and Consumer Expectations
The conversation turns to how publishers provide feedback that can inform product design. Banks must accept constructive criticism and adapt quickly. Consumers are increasingly savvy, evaluating products individually rather than treating the bank itself as the brand.
17:12 – 20:57 | Advice for Bank Leaders Entering Affiliate Marketing
Melissa and Alana stress starting small — test with one product, set clear success metrics, and get compliance on board early. Success requires clean data, an agency partner to scale, and ongoing optimization with publishers. Affiliate is highly performance-driven and requires iteration.
17:12 – 22:58 | Where to Find the Report
Melissa shares how to connect with her via LinkedIn. Alana directs listeners to FintelConnect.com → Resources to access the full 2025–2026 Financial Industry Affiliate Marketing Report.
Amber Buker is the Chief Research Officer at Travillian. Email abuker@travilliangroup.com for more information.
