Broadridge's 2025 Digital Transformation study of 500+ financial services leaders reveals insights that are relevant for many cloud GTM and partnership leaders. As financial firms accelerate their technology investments, their priorities and challenges create ripple effects throughout the tech ecosystem.

Let's explore what's happening and why it matters:

“Cloud is king, with 86% of firms integrating it into their processes, and 84% making moderate to large investments this year, consistent with last year’s study. This dominance underscores the industry’s recognition of the cloud as the backbone of scalability, operational efficiency, and agility.” - highlights the research, setting the stage for continued cloud platform growth in the sector.

Cloud is followed by cybersecurity, because “with the increasing sophistication of cyberthreats, firms have also maintained their focus on cybersecurity technologies…. 87% reporting that they plan to make moderate to large investments in cybersecurity this year.”

AI adoption is surging in the sector, with 72% of firms making moderate to large investments in GenAI —up from just 40% last year.

The motivation breakdown is particularly interesting: cost reduction (29%) edges out customer experience (28%), suggesting companies are trying to balance efficiency with innovation rather than simply cutting costs. Employee experience (19%) as the third priority indicates organizations are focusing on internal transformation alongside external value.

The ROI timeline expectations show a maturing approach to AI

14% already seeing benefits (likely with targeted, well-defined use cases), 21% expecting returns within 6 months. 33% anticipate payback in 1-2 years and another nearly third (32%) is expecting it in 3+ years. This pragmatic distribution suggests we've moved beyond hype to strategic implementation with realistic timelines.

Data strategy emerges as the critical X-factor. As one executive candidly stated:

"It all comes back to the data. Any model, any capability you're building, if the data is not right...it's not going to be as impactful."

This highlights why data management capabilities are becoming essential for digital transformation and using more advanced cloud and AI offerings.

With 84% of financial firms making substantial investments in cloud and 72% in GenAI, the industry's shift to buy technology via cloud marketplaces is undeniable. This trend is already producing remarkable results: Microsoft UK reported last year a staggering 308% YoY growth in financial services marketplace sales.

This also creates massive partner opportunities to help financial service industry navigate the complex intersection of cloud, cybersecurity, AI and data integration, while selling to them via marketplaces.

I explained how to use segment-first strategy to sell on marketplaces here.

How is your organization positioned to capture this growing market opportunity?

(Research source)