Banking on Gen Z: Loyalty Strategies from a Top Financial Commentator

With Gen Z consumers entering their formative financial years, financial institutions need targeted strategies to capture their attention and earn their trust. This generation, shaped by digital immersion and economic instability, is bringing a new mindset to money and is eager to plan for a secure financial future.

Kyla Scanlon, financial educator, content creator, and one of Barron’s Most Influential Women in Finance, shared insights on how institutions can effectively reach this rising consumer segment at a recent PULSE webinar.

Understanding Gen Z

Scanlon, featured in The Wall Street Journal and on CNBC, has built a large following by making complex financial topics relatable to young audiences. She describes Gen Z – those born between 1997 and 2012 – as true digital natives who expect fast, seamless, and personalized experiences. They are accustomed to having information at their fingertips and often look to social media as a primary source of financial education.

Their perception of the financial system has been shaped by a series of disruptive events – most notably the Great Recession and the global pandemic. As a result, they’re cautious, value-driven, and hungry for reliable guidance.

Strategies to educate and engage

To build meaningful relationships with Gen Z, Scanlon emphasizes the importance of providing educational content that aligns with their values and goals.

“I’ve seen institutions offer entry-level courses on their websites. Having these learning pathways – especially in accessible formats like downloadable PDFs – is incredibly valuable,” says Scanlon.

She also stresses the need to meet Gen Z where they are: on social platforms. Delivering financial education through engaging social media content builds credibility and relevance and creates a sense of accessibility to a generation that highly values interactive experiences.

Why it matters

Ultimately, engaging Gen Z goes beyond simply providing resources – it requires authentic connections that empower them to make informed decisions. As this generation becomes an increasingly influential consumer base, institutions that understand their mindset and how to foster meaningful interactions will be well-positioned to build long-term loyalty.

Watch the webinar to gain deeper insights into how your organization can successfully connect with Gen Z and drive lasting engagement.