For much of the past decade, LinkedIn has dominated professional audience targeting. For financial marketers, it became the default channel for reaching advisers, executives and institutional investors. In 2026, that dominance is no longer guaranteed.
As outlined in the Financial Marketer’s 2026 predictions, Meta platforms are rapidly establishing themselves as credible, and in some cases highly effective, alternatives for B2B financial marketing.
The shift is being driven by audience behaviour. According to Brunswick Group’s Digital Investor Survey, 75 percent of professionals now use secondary social media platforms alongside LinkedIn. These investors are not limiting themselves to a single environment. They are consuming insights, commentary and brand signals across multiple touch points throughout their research and evaluation process.
In other words, professional attention has fragmented. Media strategies must follow.
Meta’s targeting catches up
Meta’s evolution as a B2B channel has been quiet but significant. Financial marketers can now target by job title, layer interest and behavioural signals, upload matched audience lists, reach competitor audiences, and track on-site conversions with a level of sophistication that rivals LinkedIn’s native tools.
This has opened the door for full funnel B2B strategies on Meta. Awareness video to warm cold audiences. Mid funnel thought leadership to build familiarity. And performance formats to drive qualified traffic and conversions.
Early adopters are already seeing strong results. At The Dubs Agency, Meta campaigns targeting professional audiences have delivered highly cost effective on-site conversions for financial services clients, challenging long held assumptions that Meta is only effective for consumer brands.
As the Financial Marketer notes,
“ B2B effectiveness is no longer about platform labels. It’s about audience behaviour”
And Andrew Frith, Media Partner at The Dubs Agency, says the shift is already visible in campaign performance:
“ What we’re seeing is a clear change in how professional audiences behave. Decision-makers don’t live in one platform anymore. When Meta is used strategically alongside LinkedIn, it delivers incremental reach and surprisingly efficient conversions from highly qualified financial audiences.”
Beyond the LinkedIn-only mindset
The implications for 2026 is that financial marketers can no longer afford single-platform dependency. While LinkedIn remains critical, relying on it alone limits reach, frequency and efficiency.
Sophisticated B2B strategies will be multi-platform by design. They will recognise that institutional investors, advisers and decision-makers are humans first. They scroll, watch video and form opinions outside office hours and outside professional feeds.
Meta’s rise does not replace LinkedIn. It complements it. And for financial brands willing to adapt, it offers scale, efficiency and incremental reach at a time when competition for attention is intensifying.
If you enjoyed this article and would like to know more contact The Dubs Agency we’d love to help.
[For full disclosure: The author used Claude to research this article while the podcast was created using ElevenLabs]
