How to Create Gen Z Banking Customer Communications That Hit Different
Olga Zakharenkava 
March 25th, 2025
The first thing we need to do in any conversation about Gen Z is define who exactly we’re talking about. According to the McKinsey research company, anyone born between 1996 and 2010 belongs to Generation Z. People in this generation have grown up in a connected, always online world. It’s a fast-growing segment with different communication needs than the Millennials before them.
Gen Z banking customers interact with digital services in specific ways, and their expectations from those interactions are equally specific. Gen Z also has a different relationship with their money than previous generations, thanks to a gig economy that often involves income from multiple sources. These factors make keeping up with Gen Z banking habits a particular challenge, and also a crucial one. After all, they are the future of the banking industry, so earning their trust early on is important.
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Key Takeaways
- Gen Z customers have very different income sources and financial habits than previous generations. Gig economy jobs, remote work, and social issues impact the way they approach banking. They are also more likely to be interested in nontraditional investments like cryptocurrency.
- Banking for Gen Z customers comes with different perceptions of their relationship with their financial institution. They expect their bank’s practices to align with their values and treat them as individuals. They are very willing to switch banks if those needs are not met.
- For Gen Z, mobile banking is a default. They expect a fully digital banking experience with personalized, omnichannel communication options and 24/7 customer service. It is not uncommon for customers in this demographic to do all of their banking online.
- Younger banking customers look for consistent, cohesive communications across all of their preferred channels and platforms. An inconsistent customer experience or poor customer service can easily drive them to another financial provider.
- Customer communications management (CCM) tools provide banks with reliable, automated options to connect with Gen Z customers in the ways they prefer. CCM automation also boosts security and offers more chances for customer engagement.
So, What Makes Gen Z Bank Customers Different?
Gen Z consumers have been through a lot of experiences that differ from other recent generations in the U.S. Inflation, housing prices, and overall cost of living are all high. Political and economic stability is shaky both globally and domestically. Coming of age in the midst of a pandemic changed the way the generation communicates and sees their roles in the world. The relationship between Gen Z and banking institutions is made extra tricky by such factors as:
Different income sources
Unlike past generations who tended toward long-term jobs with a single employer, people in Gen Z often work multiple gig economy roles or maintain a “side hustle.” The BBC reports that about 40% of Gen Z workers have at least two jobs. That diversity of income sources creates a different set of financial management needs. Managing Gen Z bank accounts requires moving smoothly between different sources with varying payment practices.
The younger generation also has a taste for unorthodox investment practices. They are less enthused by traditional paths such as mutual funds and bonds and much more interested in investment trends such as cryptocurrency, AI stocks, and NFTs.
Different perceptions
The relationship between Gen Z and banking institutions looks very different than it did for previous generations. Today’s young consumers see banks as a service that should cater to their specific needs. Banks need to show that they see each customer as an individual and provide financial solutions tailored to their situations.
Gen Z banking customers are young and adventurous. They generally don’t have the longstanding relationships and brand loyalty that older customers have developed with their banks. If they feel their current bank is not meeting their needs, they will simply find another bank that does. About 20% of Gen Z customers say they would switch banks immediately if a better option arose, while 33% feel they don’t need a traditional bank at all.
Different expectations
Gen Z consumers hold their values dear, and they prefer to do business with institutions that reflect those values. High engagement with social justice and environmental issues informs their decisions on how they invest and use their money. They demand sustainable, inclusive practices from their businesses.
This generation also expects financial institutions to align with their level of tech savviness. A full 99% of Gen Z customers use mobile banking apps for their day-to-day transactions. 90% of those consumers say they’d be willing to switch to a nontraditional banking institution if it provided a better technological experience. To say Gen Z banking trends toward tech-based solutions would be an understatement.
Different needs
Gen Z customers have grown up with personalized online advertising and retail experiences, and they expect that level of personalization to extend to their banks. Tailored financial recommendations and personalized investment strategies are very important to them.
Gen Z tends to have substantially more credit card debt than other generations, and they report feeling more burdened by that debt. That drives a preference for strong guidance and limits on transactions. A secure and transparent banking system that offers a wide range of digital services is at a premium for this generation.
Dialogue with the Digital Natives: 5 Must-Have Banking Features for Gen Z
You may have seen Gen Z referred to as “digital natives” or “online natives.” That’s a term for people who have grown up with the internet as their main channel for communications, transactions, and other day-to-day functions. Digital natives expect a baseline of options and experiences, including these key five features for managing banking and payments for Gen Z.
Personalized Banking Experiences
Personalized customer interactions are a must-have for younger consumers, not only in communications, but across their entire banking experience. A bank needs to be a trusted partner who can offer personalized services and financial advice and guide them toward their financial goals. For Gen Z, online banking apps and other digital tools offer an experience tailored to their needs and preferences.
McKinsey reports that 71% of consumers expect personalized customer service, a figure that’s even more pronounced in younger people.
In fact, Gen Z values personalization so much that 54% are willing to share more personal data with their bank if it creates a better customer experience.
Another 54% specifically expect higher personalization in their banking experiences. That makes personalized communications an essential part of building trust with Gen Z customers.
“Generic, one-size-fits-all communication makes customers feel like they’re just another account number. Gen Z customers in particular want to know that their banks see them as people first. A focus on Interaction Experience Management (IXM) helps banks deliver the kind of personalized experience that lets them know how much they’re valued.”
Olga Zakharenkava, Head of Marketing at MHC
Fully Digital Banking Experiences
Nearly every modern financial institution makes digital banking a keystone of its services, but Gen Z preferences often go a step further.
Beyond just appreciating optional services, 71% of younger consumers prefer a fully online banking experience. For Gen Z, digital banking apps and other online tools barely register as advanced tech – they’re just the normal way things are done.
Providing the same full, secure banking experience via your digital banking app as customers can expect on your website or in your physical branches is essential. When younger customers know that they can manage their finances and banking data just as efficiently using mobile banking as any other platform, your bank can build new levels of trust and loyalty.
“A secure online banking experience needs to include security for websites, e-commerce tools, platforms, and data storage, with clearly stated practices for each one. And all of that security has to be consistent and reliable no matter what channel a particular customer uses.”
Dan Ward, Chief Technology Officer for MHC
Choice and Consistency for Communication Channels
As digital natives, Gen Z conducts a lot of their lives online, across multiple channels and platforms. They expect a consistent experience as they navigate between social media, SMS messages, emails, and other channels, even when they switch from their phone to their computer or tablet. And they want the flexibility to make changes in that experience as their situations evolve.
All of that is especially true of banking communications. As employment and financial situations change over time, Gen Z customers want to know that their bank can maintain an experience that meets their evolving needs across every channel.
Surveys show that a strong omnichannel experience boosts customer retention by 56%. That’s an especially powerful statistic when looking at young people who may become loyal customers in the long term.
“Forcing one to just use a communication channel of the bank’s choice is a sure way to disappoint. Yes, although costly and complicated at first, it is simply critical to offer all communication channel options so that your customers don’t perceive communication with you as a waste of their time.”
Olga Zakharenkava, Head of Marketing for MHC
24/7 Customer Service for Modern Schedules
Gen Z’s nontraditional employment model also includes a different set of working hours. A 9 to 5 customer service line doesn’t cut it for customers who work evenings and weekends, or remote workers who live in a different time zone than their employers. Meeting their needs requires providing a full range of 24/7 customer service.
Those options can’t be limited to one or two channels, either. Gen Z banking habits require a variety of blended options, including a combination of automated and human touch points. Chatbots, live chat, interactive forms, and live customer service representatives are all necessary tools to serve a generation that wants quick resolutions.
57% of Gen Z consumers expect to hear back from customer service reps within 24 hours, while 27% want a response within minutes.
“Gen Z (and probably all other generations) by now simply expect 24/7 customer service to be available, by default, from any provider of digital services. Banks are no longer in the brick-and-mortar category, they are among those digital providers and must keep up.”
Olga Zakharenkava, Head of Marketing for MHC
Strong Branding That Matches Generational Values
Younger customers know what they believe in, and they are eager to do business with organizations that support those beliefs. For example, 64% of Gen Z customers are willing to pay more for products they consider environmentally sustainable, and 82% prefer to work with companies that take public stands for social equality.
Visible projects that align with their views on climate change, gender, social justice, ethical investment, and other key issues make a big difference in attracting these customers.
What they do not want is a bank that merely pays lip service to these ideals – 45% of Gen Z consumers rank authenticity as the single most important factor in establishing trust with a brand.
How Can Banks Appeal to Gen Z with CCM Automation?
We’ve established that Gen Z customers tend to be tech-savvy, socially aware, digitally oriented consumers who value personalized messaging and quick responses. Delivering consistently on all of those points across multiple channels of communication is a tall order. Customer communications management (CCM) automation provides banks with the tools they need to deliver a seamless communication experience that connects with the Gen Z demographic.
1. Secure Communications
As digital natives, Gen Z consumers know the risks and realities of online security. They hold data privacy and security at a premium and are very willing to change banks if they perceive an insecure situation. Telling customers about your automated CCM solution with encryption and secure cloud storage gives them peace of mind that their financial data is safe.
2. Personalized Communications
Gen Z banking customers expect communications that speak to them as individuals. They see generic messaging as insincere and will leave a bank that treats them as just another number. An automated solution with AI-assisted CCM tools makes it simple to create hyper-personalized communications tailored to individual preferences in tone, language, channel, and even time of day.
3. Omnichannel Communications
Gen Z grew up in the tech era, and they expect their bank to provide an experience that reflects that. These younger customers appreciate the results of CCM automation that provides seamless, uninterrupted communications even as they move from one channel to another across a variety of devices.
4. Smart Documents
Let’s face it: not many people get excited at the idea of interacting with their bank. With a CCM software solution, though, banks can transform transactional documents such as account overviews and invoices into interactive, engaging experiences. Smart documents and interactive forms empower customers with more options and deeper visibility into their banking data.
5. Cohesive Brand Experience
An omnichannel communications strategy is more effective when those communications are consistent across all channels. CCM automation ensures cohesive branding in every channel, from logos and graphics to the tone and language of your messaging. Customizable templates and AI assistance enable a bank to deliver personalized communications that stay on brand and on message.
6. Customer Journey Mapping
As important as it is to listen to customer feedback, it’s even more effective to anticipate their concerns before they happen. Automated mapping of customer journeys provides deep visibility into pain points and bottlenecks in your process. That makes it easier to address issues, streamline templates and workflows, and provide a more satisfying customer experience.
Find a Banking CCM Solution That Connects with Gen Z Customers
Understanding the nuances and evolution of Gen Z banking communications takes some effort, but the right approach can mean a loyal customer for life. Ready to learn more about the ways a customer communications management software solution from MHC can energize your CCM efforts? Take a look at our CCM solutions options or dig into our specific solutions for financial services.
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Olga Zakharenkava
Olga is a marketing and growth leader with 17+ years of experience in B2B SaaS software. Passionate about making an impact, she builds high-performing teams that drive recurring revenue by being experts in their market and experts in their marketing craft. Olga always puts data first when it comes to building and optimizing marketing strategies, encourages the team to challenge assumptions, and promotes lifelong learning and creative thinking.
