As Gen Zers approach key financial milestones under growing economic pressure, they’re looking beyond traditional banking relationships for guidance. To stay relevant and retain share, financial institutions will need to balance AI-driven discovery with the hybrid experiences that still build trust and loyalty with these consumers.

Key Question: How can banks reach, engage, and retain Gen Z as financial discovery, trust, and loyalty become increasingly fragmented?

Key Stat: Gen Zers show less loyalty to their primary financial provider than the average consumer. Over 34% of Gen Zers have either decided to switch in the next year or are considering it, compared with just 20.7% of the overall population.