The strategy: Given Gen Z’s persistent distrust of banks, financial institutions (FIs) must learn to build trust and strengthen loyalty among this group or risk continuing to lose business to newer, digital competitors. In addition to brand authenticity, which is particularly important to Gen Z, Alkami’s “Generational Trends in Digital Banking Study 2025” breaks down tactics FIs can use to earn the generation’s trust. Here are what we consider the most actionable takeaways:

Digital experience boosts customer trust: Digital banking has become the cornerstone of how consumers evaluate and engage with FIs. In fact, half of all digital banking users would change providers for a significantly better experience, and nearly a third already have, per Alkami. And 70% believe the quality of a provider’s digital experience directly correlates to how much the institution cares about its customers, also per Alkami. This means trust is increasingly built through the daily digital experience.

Consumers who are satisfied with their provider’s digital tools are more likely to remain loyal, open additional accounts, and recommend the institution to others. But if the digital experience is frustrating or outdated, consumers interpret it as a lack of investment in their needs—which breeds distrust.