How Financial And Professional Services Firms Can Use Events To Drive Growth

When was the last time you checked your phone? Maybe you’ve been tempted while reading these first couple of lines. 

We live in a world of constant digital stimulation — short reels, quick clips and plenty of instant dopamine hits. A 2023 study in the Journal of Cognitive Psychology described this behavior as delay discounting—our tendency to choose smaller, immediate rewards over larger, delayed ones. It shows up everywhere, from skipping the gym in favor of binge-watching TV to ordering a takeaway instead of cooking dinner. 

This pattern of instant gratification highlights how valuable face-to-face interaction can be. According to the latest Meetings Industry Pulse Survey by Cvent and Northstar, 56% of planners say in-person meetings are “significantly more valuable” than other current sales, marketing and business development initiatives—the highest rating since the survey began. Events give people the time, space and focus to connect meaningfully. 

For financial and professional services (FinProf) firms, the value of these connections matters more than ever. They face rapid advances in AI and digital technology, complex compliance rules and ongoing economic uncertainty. At the same time, clients expect more personalized and engaging experiences, with tightened budgets. Traditional firms are also competing with agile FinTech players who are bringing speed, creativity and fresh energy to the market. 

Events as a growth lever 

Against this backdrop, events are proving to be a powerful tool for growth. Done well, they create space for the conversations that matter most. Unlike short digital interactions, events allow for hyper-focused content, two-way dialogue and genuine human connection. 

Events help FinProf firms through: 

• Focused engagement: Explore topics like AI, regulation and market shifts in depth. 

• Personalization: Deliver curated experiences tailored to individual preferences — a client passionate about golf might be invited to the Masters. 

• Trust-building: Position the firm as a trusted advisor, not just a service provider. 

• Return on Relationship (RoR): Recognize that loyalty and trust drive long-term growth. 

Personalized, “white glove” touches matter in this sector. Remembering a client’s favorite drink, tailoring sessions to their interests, or hosting intimate, invitation-only gatherings instead of broad, generic conferences. 

Under pressure 

Businesses in this sector are navigating multiple challenges: 

• AI and digital disruption: Staying ahead of rapid change while finding practical applications. 

• Regulation and compliance: Managing increasingly complex requirements. 

• Economic uncertainty: Protecting clients and business while navigating volatility. 

• Evolving expectations: Meeting client demands for personalization, transparency and connection. 

• FinTech competition: Responding to agile competitors who are raising the bar on creativity. 

Trends in FinProf events 

Across the sector, firms are rethinking how they approach events: 

• Smaller, high-impact formats: Moving away from generic large-scale events. 

• Exclusivity: Offering “money-can’t-buy” experiences, from Formula 1 to the Oscars. 

• Sustainability: More regional programs to reduce travel and environmental impact. 

• Data-driven insights: Using analytics, surveys and ROI tracking to measure success. 

Long-term success 

Events generate opportunities, whether that’s through client hospitality, internal learning and development, regional roadshows or strategic partnership showcases. And in a sector where trust, reputation and relationships are critical, well-planned events remain a powerful catalyst for long-term growth.