HubSpot didn’t just lose traffic. It lost visibility, authority, and trust signals in the eyes of the very systems it once dominated.

In less than two years, one of the most recognized B2B content engines saw its organic search traffic drop by 75 percent. 

This collapse did not happen overnight, and it was not caused by one algorithm update. It was the result of a broader shift. One that every financial institution should be paying close attention to. 

For those relying on content to earn trust, drive discovery, and support growth:

Search has changed. Your strategy needs to catch up.

“The game has changed. No one is safe, not even a mega brand like HubSpot.”

-Gaetano Nino DiNardi, Growth Advisor 

AI Is Rewriting the Rules of Discovery

Google’s AI Overviews now deliver full answers inside search results. Customers no longer need to click through search results to learn the basics. If your content covers surface-level questions, it is likely being bypassed.

HubSpot’s blog was optimized for volume. Topics ranged from CRM tools to resignation letter templates. This broad strategy once drove millions of views. But now, Google no longer rewards content that tries to cover everything. It rewards content that speaks with depth, clarity, and authority.

Banks and credit unions cannot afford to follow outdated content models. To stay visible, institutions must focus on what they know best. Topics tied to trust, transactions, and expertise.

Relevance Has Replaced Reach

Google is rewarding brands that demonstrate credibility in focused areas. General-interest traffic does not carry the same value it once did.

This is good news for financial institutions. You already serve customers making meaningful financial decisions. But the way you appear in search must now reflect that same level of relevance.

Surface-level blog content is losing value. Pages that guide customers through complex lending decisions or financial planning scenarios are rising to the top.

Senso helps you act on this shift. Our platform surfaces early signals of intent, giving you the insight to engage Customers with the right content before they start searching.

GEO Is Now the Standard

Generative Engine Optimization, or GEO, is no longer a future concept. It is the new foundation for digital visibility.

AI systems are not indexing content the way they used to. They are summarizing it. They are deciding which sources to include and which to leave out. Financial institutions that want to lead need to create content that these systems understand, trust, and prioritize.

This requires more than publishing useful information. It demands predictive insight, precise targeting, and a clear understanding of customer intent.

Senso is purpose-built for this environment. We help you align your message with what customers are about to need, not what they needed last quarter.

The Cost of Misalignment Is Rising

HubSpot’s fall shows what happens when strategy stops serving the Customer journey. The wrong content can drag down the right content. Even great pages lose value when surrounded by noise.

For banks and credit unions, this is an opportunity to course-correct. The institutions that will lead in this new search environment are not the ones producing the most content. They are the ones with the clearest focus and the best timing.

Senso helps institutions move from reactive content to predictive engagement. We provide the insight to avoid wasted effort and the clarity to act ahead of demand.

The era of content for content’s sake is over. Now it is about alignment, relevance, and anticipating the customer before the algorithm does.

Built for What Comes Next

In a fast-changing digital landscape, content alone is not enough. Sustained engagement now depends on timing, trust, and the ability to act before customers disengage.

Senso helps institutions move from reactive campaigns to predictive strategies that build long-term value.

As Steve O’Donnell, CFO at One Nevada Credit Union, put it:

“Senso’s AI is helping us future-proof our credit union. We're not just keeping up with technology; we're leading the charge in innovation.”

In a world where discovery is changing faster than ever, the advantage belongs to institutions that move first, not react later.