The news: According to UBS’ “The World in 2035” series, Gen Alpha is projected to be the largest age group during its lifetime. And they interact with brands differently than any older group—meaning financial institutions (FIs) must understand their behaviors to build better relationships with them.

Here’s what the research found:

Gen Alphans like gamification: We’ve covered this preference, as well as multiple financial companies’ incorporation of gamification in their marketing strategies. But UBS’ research highlighted the importance of this strategy: