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Illustration: Sarah Grillo/Axios

Financial firms are getting in on the podcast mania.

By the numbers: All but two of the 10 biggest U.S. financial institutions by revenue have podcasts — the majority of which debuted within the past year, according to data compiled for Axios by analytics firm Chartable.

Driving the news: Goldman Sachs is testing a new format for its "Exchanges" podcast — the first of which premiered on Sunday. It's a soft launch of what it plans to release more regularly in January.

  • The firm launched another podcast, "Top of Mind at Goldman Sachs," earlier this year.

Between the lines: Financial firms' podcasts aren't exactly thrillers like "Serial," but rather another avenue banks can use to push their brand and stable of experts — and maybe lure in new clients.

  • For Wells Fargo, which launched its second podcast this year, it's a potential opportunity to rebrand.
  • "Podcasts allow you to remove the middleman and speak to customers in your own voice," John Oxford, director of marketing at Renasant Bank, a regional bank that will launch its own podcast in next few months, tells Axios.

The conversations take the form of one-on-one interviews — i.e. Bank of America's newest podcast features Arianna Huffington and Ken Burns — or more sober-minded educational segments on sustainable investing or the Federal Reserve.

  • Citigroup is one of the lone holdouts, keeping audio interviews with its strategists on its websites. But it sponsors Euromoney podcasts, as Fortune reported — essentially like a more traditional commercial that allows firms to tack on messaging.

The bottom line: "In a world where there's no differentiation between [financial] products," financial firms are using podcasts as a marketing mechanism to sell their brand, says Louise Beaumont, chair of Message Heard, which developed a podcast for NatWest, a U.K.-based commercial bank, this year.

  • Of note: Neobanks like Chime, Varo and Acorns are so far sitting out the podcast frenzy, though they are surely advertising on existing podcasts.

Go deeper:

Go deeper

Felix Salmon, author of Capital
37 mins ago - Economy & Business

Investors pour millions into immersive, interactive art experiences

Photo Illustration: Megan Robinson/Axios. Photo: Martin Bureau/AFP via Getty Images

How much would you pay for "a sleek, if pleasantly confusing, package of moods" or "a confusing tangle of disjointed installations" or even "the total erosion of meaning itself"? The answer, according to the current market-clearing price, seems to be about $35.

Why it matters: Investors are pouring hundreds of millions of dollars into ticketed experiences — immersive, interactive museum-like spaces that don't have the d0-not-touch stuffiness of traditional museums.

Special Envoy for Haiti resigns over Biden deportations

Daniel Foote testifies during a Senate Foreign Relations Committee hearing on May 26, 2016. Photo: Drew Angerer/Getty Images

The Special Envoy for Haiti on Wednesday resigned from his position, writing in his resignation letter obtained by PBS that he "will not be associated with the United States inhumane, counterproductive decision to deport thousands of Haitian refugees."

Why it matters: Ambassador Daniel Foote's resignation comes amid heightened anger over the treatment of Haitian migrants and asylum-seekers living in a temporary encampment in Del Rio, Texas — especially after images surfaced of Border Patrol agents whipping at the migrants from horseback.

First-time homebuyers shrink as prices spike

Data: National Association of Realtors; Chart: Axios Visuals

Home sales cooled as prices continued to heat up in August.

Driving the news: The share of first-time existing homebuyers (29%) last month was the smallest in two years, according to new data from the National Association of Realtors.