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When banks market kid-friendly products, they must target the parents

The strategy: Building relationships with young consumers is important for a financial institution’s (FI’s) long-term health, which is why many are developing products for Gen Alpha customers. But banks should target parents—not the children—in marketing campaigns for these products.

Because parents play a critical role in selecting youth banking products, banks should design these products with parents in mind, according to Javelin Strategy & Research’s recent report on youth banking.

What parents want to know: Young customers, even those soon entering into adulthood, often have a complicated financial relationship with their parents. Nevertheless, parents care deeply about their children’s financial health and future, and want their children to get started on the right foot.

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