Anyone wishing to reach Generation Z (Gen Z) in the securities business must rethink their products, processes and communication. This is precisely where our white paper “Next Generation Investing” comes in. Based on a thorough analysis of the investment behaviour and preferences of young investors, our experts demonstrate how banks need to adapt their strategies to remain relevant to this discerning target group. The findings are systematically evaluated and translated into concrete recommendations for practical implementation.
What makes Gen Z a distinctive target group for banks?
This white paper is based on a comprehensive analysis of the decision-making processes, needs and expectations of 15- to 30-year-olds. Generation Z starts investing earlier than previous cohorts, has grown up in a digital world, is strongly value-driven and is increasingly making financial decisions independently. At the same time, they consistently challenge established product, sales and customer retention models in the securities industry. Our white paper clearly shows that situational relevance trumps loyalty – and that complex processes or a lack of user focus quickly lead to customer churn.
Customer journey: What matters to Gen Z when it comes to investing?
These changes necessitate a rethink of how we engage with customers. Products, platforms and communication strategies must be reimagined – in line with a transformed customer journey.
Today, financial decisions are increasingly made through a hybrid approach: via social media, creator content, communities and recommendations from personal networks. Traditional, linear sales channels are becoming less important. Instead, mobile-first platforms, intuitive user guidance and life-stage-oriented offerings are setting new standards – often shaped by neobrokers. Products and services: Which offerings appeal to Gen Z?
The white paper distinguishes three investment phases within Generation Z – from playful first steps through to initial independent investments and structured wealth accumulation. As financial responsibility increases, so do the demands on the depth, transparency and functionality of the offerings. Standardised one-size-fits-all solutions therefore fall short. Against this backdrop, our experts identify five key success factors with which banks can win over Gen Z in the long term:
You will find in-depth analyses and specific insights in the white paper. Use these insights to further develop your Gen Z strategy in a targeted manner – and to actively help shape the investment culture of tomorrow.
