"The financial services playbook - capture a customer early, offer a product, and rely on long-term loyalty to keep them - is starting to fracture. Gen Z, now entering adulthood, doesn't fit neatly into traditional branch banking or digital-first, mobile-only boxes. They are digital-fluid and move between social media, fintech apps, family advice, and traditional banks, combining channels and sources to create their own financial ecosystem."
"A common misread of Gen Z is assuming that digital fluency automatically converts into sustained loyalty or deep engagement. Almost 72% of Gen Z say they face financial pressures that previous generations didn't, with 62% willing to use AI for "what-if" planning, yet 46% still favor in-person advice for making important money decisions. Convenience matters, but guidance, authenticity, and relevance matter just as much."
"Consequently, a new form of financial trust is taking hold among Gen Z, combining digital ease with real-world guidance. It's reshaping how financial products are built, marketed, and brought to market. Firms like Credit Karma and Citizens Bank show what this hybrid model looks like in practice."
Gen Z does not fit neatly into traditional branch banking or digital-first, mobile-only boxes. Members of Gen Z move fluidly between social media, fintech apps, family advice, and traditional banks, combining channels and sources to create their own financial ecosystem. Many Gen Z consumers face unique financial pressures, with almost 72% reporting pressures not experienced by earlier generations. Sixty-two percent are willing to use AI for "what-if" planning, while 46% prefer in-person advice for important money decisions. Convenience matters alongside guidance, authenticity, and relevance. A hybrid model combining digital ease and real-world guidance is reshaping product design, marketing, and go-to-market strategies, with firms like Credit Karma and Citizens Bank exemplifying the approach.
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