Discontinued — last reported Q4 '25
Sales & Marketing
Capital One Financial Sales & Marketing increased by 37.8% to $1.93B in Q4 2025 compared to the prior quarter. Year-over-year, this metric grew by 40.7%, from $1.38B to $1.93B. Over 4 years (FY 2021 to FY 2025), Sales & Marketing shows an upward trend with a 19.6% CAGR.
Analysis
How to read this metric
An increase may signal aggressive growth strategies or higher customer acquisition costs, while a decrease could indicate cost-cutting or a shift toward organic growth.
Detailed definition
Represents the total costs incurred to acquire new customers and promote brand awareness through advertising, promotiona...
Peer comparison
Standard across financial services; peers often report this as 'Marketing and Business Development' or 'Advertising and Promotion'.
selling_and_marketingHistorical Data
| Q2 '21 | Q3 '21 | Q4 '21 | Q1 '22 | Q2 '22 | Q3 '22 | Q4 '22 | Q1 '23 | Q2 '23 | Q3 '23 | Q4 '23 | Q1 '24 | Q2 '24 | Q3 '24 | Q4 '24 | Q1 '25 | Q2 '25 | Q3 '25 | Q4 '25 | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Value | $620.00M | $751.00M | $999.00M | $918.00M | $1.00B | $978.00M | $1.12B | $897.00M | $886.00M | $972.00M | $1.25B | $1.01B | $1.06B | $1.11B | $1.38B | $1.20B | $1.35B | $1.40B | $1.93B |
| QoQ Change | — | +21.1% | +33.0% | -8.1% | +9.3% | -2.5% | +14.3% | -19.8% | -1.2% | +9.7% | +29.0% | -19.5% | +5.3% | +4.6% | +23.5% | -12.6% | +11.9% | +4.3% | +37.8% |
| YoY Change | — | — | — | — | +61.8% | +30.2% | +11.9% | -2.3% | -11.7% | -0.6% | +12.2% | +12.6% | +20.1% | +14.5% | +9.6% | +19.0% | +26.4% | +26.1% | +40.7% |
Business Segments
| Segment | FY'22 | FY'23 |
|---|---|---|
| Credit Card | $3.40B | $3.40B |
| Total | $4.02B | $4.01B |
All segment values are derived from annual filings.
Credit Card was previously reported and has since been discontinued or reclassified. Only currently active segments are shown in the chart.
Sales & Marketing at Other Companies
Frequently Asked Questions
- What is Capital One Financial's sales & marketing?
- Capital One Financial (COF) reported sales & marketing of $1.93B in Q4 2025.
- How has Capital One Financial's sales & marketing changed year-over-year?
- Capital One Financial's sales & marketing increased by 40.7% year-over-year, from $1.38B to $1.93B.
- What is the long-term trend for Capital One Financial's sales & marketing?
- Over 4 years (2021 to 2025), Capital One Financial's sales & marketing has grown at a 19.6% compound annual growth rate (CAGR), from $2.87B to $5.88B.
- What does sales & marketing mean?
- The total amount spent on advertising, marketing, and sales activities to acquire and retain customers.