Five Ways to Win Gen Z: Fast, Purposeful, Digital-First Finance  

Gen Z, born between 1997 and 2012, is shaking up the financial ecosystem. By 2035, they are projected to become the wealthiest generation, driven by the transfer of wealth from Baby Boomers.

Banks, credit unions, and fintech cannot afford to treat them as secondary, but how can your financial institution engage with them now for greater returns and loyalty in the future?

Gen Z's Financial Priorities

Raised with smartphones, social media, and economic uncertainty, Gen Z expects far more than digital access. They want personalized, ethical, and seamless experiences. Here are five areas financial institutions must focus on, and how research helps them get it right:

• Digital First, Mobile Most

  • 99% of Gen Z used a mobile banking app in the past month, and nearly half manage their finances through their smartphones.
  • A clunky mobile experience is not an inconvenience. It is a dealbreaker. Market research shows which features matter most—whether that is peer-to-peer payments, budgeting tools, or investing options—so institutions invest where it counts.
    

• Finance That Blends Into Life

  • Gen Z expects financial services to integrate into platforms they already use, from social media to gaming. Automations like auto-savings or smart bill pay work when they feel intuitive. 
  • Testing behaviors and motivations helps institutions design tools that fit seamlessly into daily life. Tools like mobile ethnographies reveal how Gen Z manages money in real time while gaming, shopping, or social scrolling, so banks design features that feel natural and fit seamlessly into daily life.
    

• Purpose Matters

  • Ethical finance is not optional. Over half of Gen Z say Environmental, Social, and Governance (ESG) practices affect their choice of payment provider.
  • They want investment portfolios, such as mutual funds or retirement plans, that avoid fossil fuels and instead support clean energy, healthcare, and education. Research delves into which values resonate most across Gen Z segments, helping financial institutions design products that deliver both impact and returns.
    

• Real Time Or Bust

  • With the average consumer attention span lasting about 10 seconds, delays drive disengagement. 
  • Gen Z expects instant payments, rapid lending, and effortless onboarding. Market research identifies the pain points that matter most, so institutions know exactly where to cut friction. Conjoint analysis and MaxDiff studies help pinpoint which real-time features Gen Z prioritizes, such as instant payments or rapid onboarding.
    

• Speak Their Language

  • Gen Z learns visually and prefers interactive, personalized content. Short videos, gamified tools, and customized nudges connect better than jargon-heavy brochures.
  • Market research reveals how younger generations engage with financial resources, ensuring advice is both clear and relevant. 

How Market Research Can Help 

To meet Gen Z’s expectations, it’s crucial to understand what truly drives their decisions. Market research provides clarity by showing what Gen Z wants from digital tools and where trust is either won or lost in the financial journey. 

MDRG applies tools like Conjoint Analysis to simulate real-world tradeoffs, MaxDiff to determine which features or concepts Gen Z values most, and our proprietary Prove-it Copy Test™ to measure both rational and emotional reactions to messaging. We complement these approaches with methods such as focus groups and in-depth interviews to explore the motivations behind these preferences.  

Our unique Whole Mind™ Approach ties these insights together, giving financial institutions a complete view of both rational choices and emotional drivers so they can design strategies that are credible, meaningful, and lasting. 

The Bottom Line 

Gen Z demands speed, personalization, values alignment, and seamless digital experiences. Institutions that base their strategies on real consumer insight will earn their trust. 

Is your financial institution ready to meet Gen Z on their terms? 

MDRG can help. Contact us today. 

References

Forbes Finance Council. (2025, June 17). Banking on Gen Z: How to Engage the Next Generation of Financial Power. Forbes. https://www.forbes.com/councils/forbesfinancecouncil/2025/06/17/banking-on-gen-z-how-to-engage-the-next-generation-of-financial-power/