How do we ensure that consumers actually trust targeted support?

My mortgage lender sends me an email at the start of every month, pushing its (expensive) home insurance. It's not a very good email. It feels like it could have been written by ChatGPT, if the prompt was ‘write a pushy and impersonal email'. I roll my eyes, swipe left to delete it and make a mental note to opt out of marketing messages. I simply don't trust the messaging. I mention this, as it is the doomsday scenario for one of the most eagerly awaited financial regulations – targeted support. Unlike me and my lender's emails – how do we ensure that consumers actually trust targe...