Fidelity National Information Services, Inc. (FIS): Marketing Mix Analysis [Dec-2025 Updated]

You're looking to understand how Fidelity National Information Services, Inc. (FIS) is positioning its core Banking and Capital Markets engine after integrating Worldpay, and honestly, it's a dense landscape. As someone who spent a decade mapping out institutional tech stacks, I see their strategy boiling down to selling mission-critical, multi-year software-from core processing to trading risk-globally, delivered as a service, and priced on volume. They are betting big on long-term, high-value relationships. So, if you need to know exactly how Fidelity National Information Services, Inc. is monetizing its massive infrastructure through those contracts and thought leadership, the four P's breakdown below cuts right through the noise.

Fidelity National Information Services, Inc. (FIS) - Marketing Mix: Product

You're looking at the actual offerings from Fidelity National Information Services, Inc. (FIS) as of late 2025, the stuff they sell to keep the financial world running. It's not about physical goods; it's about the complex systems that process money and manage risk for institutions.

Core processing systems for banks and credit unions

The backbone of what Fidelity National Information Services, Inc. (FIS) provides centers on core banking technology. This is the essential ledger system for depository institutions (DIs). As of early 2025, the Modern Banking Platform (MBP) was noted as the fastest-growing core platform in the U.S. market. In 2024, that platform alone reached over three million open and serviced accounts, managing more than $20+ billion in deposits and over $1 billion in loans. To give you a sense of market penetration, Fidelity National Information Services, Inc. (FIS) serves 9% of banks and 3% of credit unions with its core platforms like Horizon or IBS. The firm earned recognition as a Leader in the 2025 Gartner Magic Quadrant for Retail Core Banking Systems, North America.

The key product features here focus on modernization and connectivity:

• HORIZON received one of the highest customer experience ratings among vendors.
• Integrated Banking Solution (IBS) earned high marks for business functionality.
• Modern Banking Platform was named in the Visionary quadrant.
• The platform supports a widely configurable and connected banking ecosystem.

Payment and treasury solutions for financial institutions

Payments and money movement are huge drivers for Fidelity National Information Services, Inc. (FIS). For the second quarter of 2025, the Banking Solutions segment, which includes cards and money movement, generated revenue of $1.8 billion on a GAAP basis. The U.S. market for payments is a massive $53 billion space that's growing at 5% annually. The company is actively expanding its scale through a major acquisition; they entered agreements in April 2025 to buy the Issuer Solutions business from Global Payments Inc. for a net purchase price of $12.0 billion. This deal is expected to add nearly 1 billion additional accounts to their platform. On the treasury side, Fidelity National Information Services, Inc. (FIS) launched Neural Treasury in September 2025, an AI-powered platform automating liquidity aggregation.

Here's a quick look at the segment performance and scale:

Capital markets trading and risk management software

The Capital Market Solutions segment brought in revenue of $765 million in the second quarter of 2025 on a GAAP basis. The product focus here is on modernizing complex operations, often through cloud-native technology and Software-as-a-Service (SaaS) offerings. Fidelity National Information Services, Inc. (FIS) is also addressing the growth in alternative assets, which joint research suggests will exceed $20 trillion by 2025. For their general 'other-fin-tech' tools, as of 2025, over 1,812 companies globally use their solutions, with 1,141 of those customers based in the United States. Their market share in that broader category is listed at 7.46%.

Wealth and retirement administration platforms

Fidelity National Information Services, Inc. (FIS) supports the administration of retirement and wealth assets. Back in 2019, their platforms were already supporting over 1,000 firms that were administering more than $7 trillion in retirement and wealth assets. The product suite is designed to handle various plan types, including defined contribution/401(k), defined benefit, ESOP, and 403(b)/457 plans. They offer a Wealth as a Service model, which is a modernized, agile technology platform combined with global outsourcing. The goal is to help providers scale operations through automation and reduce costs. Defintely, this area is built for scale.

Managed IT and consulting services

While not always broken out as a distinct revenue line in the primary reports, the product strategy heavily implies managed services and consulting. The growth in Banking Solutions revenue, which increased 6% in Q2 2025, is driven by recurring revenue across digital, commercial, and international services. Furthermore, the company's focus on AI-driven digital investments and modernization efforts suggests significant professional services wrap-around. The firm's ability to help clients modernize core banking technology stacks is a key service component.

Here is a summary of the key segment financial data for the second quarter of 2025:

Fidelity National Information Services, Inc. (FIS) - Marketing Mix: Place

Distribution for Fidelity National Information Services, Inc. (FIS) centers on direct engagement with large financial entities and a flexible, multi-environment technology deployment strategy.

The scale of the direct sales force targeting large financial institutions is evidenced by the client base served globally.

Delivery of FIS solutions is architected across multiple infrastructure environments to meet client requirements for agility, security, and data sovereignty.

• Delivery via public cloud (SaaS): Nearly 60% of operations utilize public cloud.
• Delivery via private cloud: Implied to be part of the remaining infrastructure mix.
• Delivery via on-premise: Implied to be part of the remaining infrastructure mix; 39% of leaders in core processing use a hybrid model combining private/public cloud and captive data centers.

The physical backbone supporting these services includes strategic data centers, with the corporate headquarters located in Jacksonville, Florida.

Distribution is further extended through strategic alliances and system integrators, ensuring broad market penetration and solution integration.

• Partnership with First Rate dates back to 2008 for performance reporting solutions.
• Key technology partners mentioned in the ecosystem include Microsoft, AWS, and Google.

Fidelity National Information Services, Inc. (FIS) - Marketing Mix: Promotion

Fidelity National Information Services, Inc. (FIS) employs a promotion strategy centered on establishing expertise in the evolving financial technology landscape, particularly around artificial intelligence and digital transformation.

B2B thought leadership content and white papers

FIS drives awareness through content that positions its executives as industry experts. For instance, content from Seamus Smith, EVP & Group President, Global Automated Finance, discusses smart strategies for improving cost control and efficiency for 2025 and beyond. The company's thought leadership also addresses the impact of AI on the office of the CFO, as noted by JP James, FIS EVP, Group President, Office of the CFO, in a PYMNTS eBook. The foundational research supporting these insights includes the 2024 FIS Global Innovation Research, which surveyed 2,000 firms across the U.S., U.K., Singapore, Hong Kong, and Australia.

• Content themes focus on AI in banking, cloud computing, and risk management.
• The company promotes its Executive Thought Leadership Program to unlock executive-driven insights.
• One key publication detailed risk management challenges for 2025, covering market, liquidity, and credit risks.

Major presence at industry events like Sibos and Money20/20

Fidelity National Information Services, Inc. (FIS) maintains a significant physical presence at premier industry gatherings to engage decision-makers. The company is listed as an exhibitor at Sibos, the global financial services networking event organized by Swift. Furthermore, Fidelity National Information Services, Inc. (FIS) presented at the Goldman Sachs Communacopia + Technology Conference on September 9, 2025. The company also presented at the KBW Fintech Payments Conference on November 13, 2025, and the UBS Global Technology & AI Conference on December 2, 2025. Money20/20 is highlighted as the world's leading platform where sponsorship delivers 'matchless impact and visibility' with thousands of visionaries and decision-makers.

The following table summarizes Fidelity National Information Services, Inc. (FIS)'s recent conference activity, which is a core part of its promotional outreach:

Targeted digital marketing campaigns to C-suite executives

Fidelity National Information Services, Inc. (FIS) utilizes targeted digital efforts to reach senior leaders. The November 2024 unveiling of the "Unlocking Financial Technology: Bringing the World\'s Money into Harmony" campaign was a multi-million dollar global initiative. This multichannel campaign included advertising across major financial and business publications such as CNBC, Axios, The Wall Street Journal, and The Financial Times. A prior, highly focused 1:Few account-based marketing (ABM) campaign aimed at senior decision-makers at top U.S. retail industry accounts generated over 3.5 million impressions and more than 10,000 clicks.

Client success stories and case studies showcasing ROI

Demonstrating tangible results is key to Fidelity National Information Services, Inc. (FIS)'s promotion. The Automated Finance - Receivables Suite is cited as managing an impressive $3 trillion in receivables for thousands of clients. The Modern Banking Platform (MBP) achieved significant scale in 2024, reaching over three million open and serviced accounts, $20+ billion in deposits, and more than $1 billion in loans. One case study highlights a regional bank that more than doubled its assets while using Fidelity National Information Services, Inc. (FIS) as its core banking platform provider. The company's Q3 2025 results showed Banking Solutions revenue at $1.8 billion, up 6.2% year-over-year, partly driven by AI solution demand.

Strategic alliances with cloud providers and fintechs

Fidelity National Information Services, Inc. (FIS) promotes its technology by showcasing integration and partnership success. The company's collaboration with Microsoft Azure is central to its cloud-native offerings, contributing to Q3 2025 adjusted revenue growth of 6.3% to $2.7 billion. Furthermore, Fidelity National Information Services, Inc. (FIS) is actively positioning itself in the digital asset space through a collaboration with Circle, a stablecoin issuer. To enhance client service capabilities, Fidelity National Information Services, Inc. (FIS) teamed with Glia for AI-driven chatbot services.

Fidelity National Information Services, Inc. (FIS) - Marketing Mix: Price

You're looking at how Fidelity National Information Services, Inc. (FIS) prices its mission-critical technology, and honestly, it's all about locking in long-term commitments. The core strategy relies heavily on long-term, multi-year licensing and subscription contracts. This approach secures a predictable revenue base, which you can see reflected in their recurring revenue performance. For instance, in the third quarter of 2025, recurring revenue hit $2.010 billion for the quarter, showing strong commitment from their client base. That recurring segment grew 6% year-over-year in Q3 2025, which is a solid indicator of the stickiness of those subscription agreements.

The pricing structure definitely isn't one-size-fits-all; it employs tiered pricing models based on asset size or transaction volume, which is standard for enterprise fintech. While the exact brackets aren't public, the revenue segmentation clearly shows different pricing levers at play across their Banking, Capital Markets, and Corporate and Other segments. The reliance on transaction processing and services revenue, which was $1.697 billion in Q2 2025, suggests volume-based pricing is a major component for many contracts.

Here's a quick look at how the revenue broke down in Q3 2025, showing the balance between recurring commitments and project-based work:

When a client needs to integrate or tailor these complex systems, professional services fees for implementation and customization come into play. These fees are a significant, though less predictable, revenue component. In the second quarter of 2025, Professional Services brought in $236 million. This revenue stream is crucial for initial deployment and for major upgrades, but it's definitely secondary to the steady maintenance and subscription fees.

The underlying philosophy is value-based pricing reflecting mission-critical system reliance. You don't price a system that runs the global financial plumbing based on cost-plus; you price it based on the cost of failure. The massive scale of their strategic moves underscores this perceived value. For example, the announced enterprise value for the Issuer Solutions business acquisition was $13.5 billion, indicating the high valuation placed on core processing capabilities within the industry. This reflects that clients pay a premium because downtime isn't an option.

Finally, you can't overlook the annual maintenance and support fees, definitely a steady revenue stream. These fees are the bedrock of the recurring revenue model, covering ongoing access, updates, and support for the installed base. In Q2 2025, Software Maintenance revenue alone was $143 million. This predictable income stream helps stabilize cash flow, evidenced by the year-to-date adjusted free cash flow reaching $1.6 billion as of September 30, 2025.