Gen Zers provide a pivotal opportunity for banks as at least 4 million of them will open accounts each year through 2026. But the industry must reach these potential customers where they live—via TikTok, YouTube, and Instagram, to start—and compete with the high standards set by fintech and Big Tech.
The industry’s long-term health depends on Gen Z. To attract the over 4 million Gen Zers who will become new mobile banking users each year, banks must refresh stale experiences, reinvigorate staid identities, and embrace new marketing tactics.
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