If you get through this first paragraph, chances are you are not Gen Z. How can we tell? You’ve already outlasted the eight-second attention span of the digital native generation. Plus, there’s no infographic, no gamification and the term “financial institution” doesn’t exactly scintillate.

Take heart, banker friends, because roughly four million Gen Zers will be opening a bank account in 2026, and this powerhouse of a generation is wide open for a digital approach that you can deliver.

GEN Z IS IN SEARCH OF FINANCIAL LITERACY

At 16-30 years old, this group is either starting their first job, or well on their way to figuring out their livelihood. We are in the middle of a student debt crisis, high cost of living, job market instability and the list goes on. (Just for fun, let’s throw in the part about how social media has a way of distorting what success looks like.) In short, they have financial anxiety. Yet, unlike Millennials, Gen Zers are focused on savings—when it comes to managing their money, they are downright proactive.

This is where forward-thinking financial institutions come in. This digital-first generation is challenging you to provide the kind of innovation it needs to get comfortable with its financial future.

• Automated financial guidance
• Tips for building credit
• Tailored educational resources
• Interactive learning
• Readily available advice
• Click-to-call option/Live Chat/Virtual assistants
  

PERSONALIZATION IS EVERYTHING

Think about it, Gen Zers have had digital devices in their hands since they put down their binkies. They’ve come to expect, even trust, experiences that are tailored to their behavior.

When a recommendation or notification pops up, they feel understood. When a co-branded credit card that rewards for purchase or “buy now, pay later” (BNPL) offer is made available, they appreciate the flex.

After all, if services like Amazon and Netflix serve up exactly what they are looking for without asking, why wouldn’t their bank?

We know that brands build loyalty by connecting with consumers on a personal level. If an algorithm shows a trip to Bangkok, a credit card offer with travel rewards points would be a smart follow-up. And if that same bank reached them with credit-builder services, all the better.

SHARED VALUES EQUAL A SENSE OF COMMUNITY

The backdrop of Gen Z’s collective childhood is a digital world that was information-rich and global in scope. When an issue or cause catches the attention of this benevolent generation, so goes its loyalty. It follows that when looking for a bank, Gen Zers aren’t in search of alignment with the C-suite. They want to share fundamental principles.

Whether it’s through partnerships with localized community issues or brand alignment with social responsibility in general, Gen Z puts its money where it sees true action and commitment.

NEED HELP WITH YOUR MOBILE-FIRST STRATEGIES?

At Adcom, we’re making Gen Z our business. As it so happens, through the years we’ve made financial institutions our business as well. We are here to help you connect with these digital natives through marketing strategies and creative executions that give them the intuitive digital experiences they are looking for. Lets get started.

ABOUT THE AUTHOR:

Julie Robinson’s first bank loan came with a tear-off payment booklet for her first car. How did she make this weighty decision, you ask? Her mom told her to hop on her bike and go to the bank across the street from the gas station. She has since paid off that loan, and many others, by way of her passion as a Creative Director, Writer and ad agency lifer.