Marketing to Gen-Z as a Finance Business

As Gen Z continues to enter the financial landscape, finance businesses must adapt their marketing strategies to connect with this tech-savvy and socially conscious generation. Gen Z, born between 1997 and 2012, brings its unique characteristics and expectations to the world of finance.

Understanding Gen Z

Before diving into marketing strategies, it’s crucial to understand who Gen Z is and what sets them apart from other generations, particularly Millennials.



Digital natives

Gen Z has grown up in a world dominated by the internet, smartphones, and social media. They’re true digital natives, comfortable with technology and online platforms.


Diverse and inclusive

Gen Z is known for its commitment to diversity, inclusivity, and social justice. They expect brands to share and embody these values.


Short attention span

Gen Z has a shorter attention span compared to previous generations, so marketing messages need to be concise and engaging.



This generation is characterized by an entrepreneurial spirit. Many Gen Z individuals aspire to be self-employed and value financial independence.


Informed and skeptical

Gen Z is highly informed and critical. They’re adept at fact-checking and rely on online sources for information.


Authenticity is key

Gen Z values authenticity above all else. They’re highly sensitive to marketing that feels artificial or inauthentic. Finance businesses should strive to be genuine and transparent in their messaging and operations.


Leveraging digital platforms

Given Gen Z’s digital proficiency, finance businesses should have a strong online presence. Utilize social media, email marketing, and online content to connect with this generation.


Educational content

Gen Z is keen on learning and self-improvement. Create educational content that explains financial concepts, offers budgeting tips, or provides insights into personal finance. Webinars, video tutorials, and blogs can be effective formats.


User-generated content (UGC)

Encourage Gen Z customers to share their financial success stories and experiences with the company’s services. This user-generated content can build trust and credibility among their peers.


Diversity and inclusion

Promote diversity and inclusion within the organization and marketing to Gen Z. Gen Z appreciates brands that actively support these values. Ensure that the marketing to Gen Z reflects a wide range of backgrounds and experiences.


Engaging in social issues

Gen Z is passionate about social issues. Engage with these topics in marketing to Gen Z but be authentic and avoid “woke-washing” – using social issues purely for marketing gain.


Short-form content

Given their shorter attention span, use concise and visually engaging content. Short videos, infographics, and snackable content can be highly effective.


Interactive apps and tools

Create interactive tools and apps that help Gen Z make financial decisions, such as budgeting apps, savings calculators, and investment simulators.


Digital banking and fintech

If a company is in the fintech space, make sure the offerings align with Gen Z’s preferences for digital banking and online financial services. Consider mobile apps, contactless payment options, and seamless online experiences.


Financial literacy initiatives

Support and promote financial literacy initiatives, which align with Gen Z’s desire for self-improvement and knowledge. Sponsor financial literacy workshops or partner with educational platforms.


Sustainable finance

Many Gen Z individuals are eco-conscious. If the finance business has sustainable or ethical offerings, highlight them in the marketing to Gen Z.

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