The finding: US Gen Zers’ rising interest in financial independence is driving them to favor banking websites over beauty, gaming, or news websites, according to our industry KPI data provided by Comscore.

• The number of unique visitors ages 18–24 to banking industry websites grew from 15.0 million to 15.7 million between January and June 2025. 
• Other industries saw a drop in unique visitors of that age bracket over the same period.

How we got here: Gen Z’s interest in beauty, gaming, and news content isn’t declining, but they’re now consuming it differently. They’re moving away from company websites to more social, video-first platforms like TikTok, Twitch, and YouTube, where content is creator-led.

But their interest in banking is growing—and banking industry platforms are meeting the demand:

• Gen Zers are pursuing financial independence after facing high student debt and a volatile job market. They’re looking for empowering solutions to navigate these challenges.
• Fintech platforms and mobile banking apps are offering that kind of help, with seamless, user-friendly experiences that give them a sense of clarity and control over their finances. 

What it means for banks: Financial institutions (FIs) must adapt their strategies to align with Gen Z's priorities and behaviors, because their competitors clearly have. This will require them to:

• Rethink the user experience: Banks must move beyond static websites and create seamless, mobile-first experiences. Apps should boast features that Gen Z values, like intuitive budgeting tools, peer-to-peer payment options, and transparent fee structures. The goal is to make managing money feel as frictionless and socially integrated as using their favorite social media apps.
• Shift from products to value: FIs need to provide tangible value by solving Gen Zers’ most pressing problems—not just sell them financial products. FIs that lead with digital budgeting tools and financial education have found success among the cohort.
• Embrace socially native communication: Rather than traditional ads, banks can use influencer partnerships, creator-led content, and interactive social media campaigns to deliver their message. This approach taps into the trust and authenticity Gen Z expects from brands.

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