The news: A wave of major financial life milestones is coming: Gen Z will hit credit age, millennials will reach peak homebuying years, and baby boomers/Gen X are preparing for retirement, per The Financial Brand. And understanding these milestones will help financial institutions (FIs) deliver the most relevant products—and create marketing campaigns that resonate with their target customers.

Here’s what each generation needs according to their upcoming milestones:

Generation Z: Though over 1 in 3 Gen Zers already have credit cards, younger Gen Zers are becoming eligible for credit. But it’s not just access they’re after—they want convenience.