Future of Finance for Gen Z finds themselves at a strategic crossroads, with Gen Z poised to become the dominant force in investment trends and finance. Shaped by instability and innovation, their values, expectations and digital-first experiences require a reimagination of product design, value delivery and customer service. Those that embrace agility, purpose and values alignment will build trust and loyalty with this generation – and create the future of finance for generations to come.

Gen Z expects finance to be embedded into daily digital experiences — from payments within social media to investing in gaming environments. They prefer services that are easy to use and designed with simplicity in mind, valuing background automation such as auto-savings, smart bill pay and value-aligned investing that requires minimal interaction.

Future of Finance for Gen Z: Decentralized, Digital, and Direct

Having seen their parents navigate the Great Recession, Gen Z is especially concerned about their personal financial stability. They seek information on managing debt early and prioritize financial education — with 52% worrying about money stress, double that of older generations.

They are also open to new solutions and are willing to switch banks if they don’t feel valued or if their needs are not met. Neobanks like Chime, Revolut and N26 are attracting millions with innovative mobile-first interfaces and features such as savings goals, budgeting assistance, and spending analytics. They are also embracing ‘buy now, pay later’ services such as Klarna and Afterpay that allow them to spread their purchases over time. In addition, they are embracing subscriptions to get the personalized content they want, such as news and entertainment.