By Louise Doyle, CEO and co-founder of needi
Gifting in financial services has long been a challenge. The traditional approach often involves bland hampers or generic branded merchandise, which rarely make a meaningful impact. These gifts can feel impersonal and quickly contribute to waste.
It is time to reconsider how the financial sector shows appreciation and builds loyalty with its stakeholders. In many cases, the most thoughtful gesture is not trying to guess the perfect gift, but giving the recipient meaningful choice. When a curated selection is paired with a genuine message from a manager or CEO, gifting shifts from a transaction to a moment of connection.
The problem with generic gestures
For many years, corporate gifting, especially within the financial services industry, focused on the size of the budget rather than the thoughtfulness of the gesture. A large financial firm might send hundreds of identical, expensive gifts. While the intent is to say a genuine ‘thank you’, the impact often ends up diluted. The gift becomes a transaction, not a genuine connection, and can even be an environmental drain.
Evidence suggests this generic approach is inefficient. A study by the British Promotional Merchandise Association (BPMA) found that 66% of branded or promotional items are thrown away, 18% are passed on, and only 16% are kept by the original recipient. Meanwhile, the UK Department for Environment, Food & Rural Affairs estimated £42million worth of unwanted Christmas presents alone are sent to landfill each year in the UK. This traditional model isn’t cost-effective and bad for the environment. Clients today expect the firms they entrust with their finances to truly know and value them as individuals.
The issue isn’t generosity, it’s guesswork
Most corporate gifting fails for a simple reason: assumption. Even with good intentions, choosing a single premium item requires guessing what someone will like, use or value. When that guess is wrong, the gift becomes clutter at best and waste at worst.
Choice changes this dynamic. Offering a small, thoughtfully curated selection allows the recipient to pick something that genuinely suits them. It removes the pressure of perfection from the sender while dramatically increasing the likelihood that the gift will be appreciated and used.
Importantly, this doesn’t mean overwhelming recipients with endless options. The power lies in curation. A tight edit of gifts that feel relevant, considered and aligned with the recipient’s values.
Curated choice at scale
For large financial organisations, delivering this level of thoughtfulness across hundreds or thousands of relationships can feel unrealistic. This is where technology plays a crucial supporting role.
Using ethical data, technology can help identify preferences, values and context, moving beyond basic demographics. This might include a client’s interest in sustainability, support for independent businesses, or a life milestone that has recently taken place.
From there, a curated selection of suitable gifts can be offered. Rather than defaulting to a standard luxury item, clients are given a choice of options they are highly likely to enjoy, whether that is a sustainable product, a meaningful experience, or something practical they will genuinely use. The result is less waste, higher satisfaction and a far stronger return on the original intent of the gesture. A 2021 study found that personalised gifting is proven to be an effective retention strategy, with some businesses reporting a 43% increase in loyalty after implementing a gifting programme. This focus on human connection builds a deeper, more resilient relationship than any generic merch ever could.
The human layer that makes it matter
Choice makes the gift land, but the human message is what gives it meaning. A short note or video from a manager or CEO transforms the experience. It shows the recipient that the gift is not just automated appreciation, but a moment of real recognition.
In financial services, where trust and long-term relationships is critical, this human layer creates a natural touchpoint. It gives the recipient a reason to respond and opens the door to a warmer, more authentic conversation between client and relationship owner.
The most impactful gifts in my own life have never been the most expensive. They have been the ones that arrived at the right moment and addressed a real need, delivered with genuine intention. The same principle applies in business.
A more sustainable and strategic approach
This shift towards curated choice addresses both commercial and environmental priorities. Retaining existing clients is significantly more cost-effective than acquiring new ones. Harvard Business Review estimates that acquiring a new customer can cost between five and 25 times more than retaining an existing one.
When gifting is done well, it strengthens relationships, supports retention and reinforces trust. At the same time, offering choice reduces unwanted items and ensures each gesture has purpose. Meaningful gifting is no longer about excess. It is about relevance, respect and restraint.
For financial services firms, this approach proves that thoughtful connections are not just good for relationships, they are a measurable investment in loyalty, reputation and sustainability.