The strategy: The majority of US and Canadian consumers end up with tax refunds after filing, per Bankrate and Forbes. That means these banking customers who just filed their taxes in April will soon receive—or recently received—their refunds. And in such uncertain times, people want their banks to help them make the most of their money.

Why it matters: Gen Zers in particular are determined to plan for their financial futures—with 48% of them setting aside three or more hours per month for financial planning tasks and 30% saying they’re serious about retirement savings, per Wealth Professional and Corebridge Financial. 

With the average US tax refund totaling over $3,000, Gen Zers—and all banking customers—would benefit from their financial institutions (FIs) helping them put that money to work. And if their FIs don’t give them that advice, they’ll turn to other sources like social media.