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Consumers today expect more from their financial provider than ever before. They’re not just looking for somewhere safe to keep their money. They want to know what’s in it for them.
The challenge is that the answer varies sharply by generation.
This new research explores how Gen Z, Millennials, Gen X and Boomers each answer that question, where their expectations diverge, and what financial services brands should do about it.
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Explore the key findings and recommendations for brands.
What's inside?
- Why 54% of Gen Z and 35% of Boomers would consider switching their bank, and what that means for customer retention and acquisition strategies.
- The ‘progress vs peace of mind’ framework shaping what customers want from a financial brand.
- How trust differs across generations, and why the same brand promise won’t resonate equally with everyone.
- Why Gen X represents an overlooked opportunity for many financial services brands.
- Five practical actions for marketing and product teams looking to strengthen relevance across generations.
About this research
This report contains new STRAT7 UK consumer research into what people across four generations now want from their financial provider. Designed to be used in financial services marketing and product planning conversations.
Methodology
Quantitative consumer study, nationally representative sample of UK adults across four generations.
Cohorts
Quantitative consumer study, nationally representative sample of UK adults across four generations.
Author
Jane Passey, Director, STRAT7 Jigsaw, with input from across the STRAT7 group.
Putting 'what's in it for me?' into practice
Consumers across all generations start from the same place – they all want a financial provider that adds value to their life. But what does that value look like, and how do brands need to deilver it? Find out more…
