Marketing Tips to Win More Gen Z Banking Customers

Gen Z is moving into their peak earning and borrowing years, and they are changing how money gets managed.

Independent estimates project Gen Z’s global income will climb into the tens of trillions within the next decade, which makes them a can’t-miss growth audience for banks and credit unions.

At the same time, our State of Banking study with 1,000 U.S. consumers highlights just how different their financial behaviors are compared to other generations.

In this blog, we’ll break down specific marketing tips for attracting and retaining Gen Z banking customers, many of them tied directly to what we learned from the survey.

Why Gen Z Should Be a Priority for Marketing

Recent banking trends and statistics show how quickly habits are shifting, especially among younger audiences. 

For example, here are some key takeaways regarding Gen Z’s banking behaviors:

• Checks are fading, with 46% of Gen Z not writing a single one last year. 
• 41% use Venmo, Zelle, or PayPal weekly. 
• They’re more likely to turn to social media for financial advice than bank representatives.
• And if a competitor better meets their priorities, 57% would switch institutions. 

Translation for marketers: The bar for digital ease is higher than ever, the switching cost is lower than ever, and the channels that earn attention are not the same ones that earned attention five years ago.

Bank Marketing Tips to Win More Gen Z Customers

Reaching Gen Z isn’t about flashy campaigns or trendy gimmicks, it’s about meeting them where they are and delivering banking experiences that feel effortless, authentic, and personal. 

The following marketing strategies for banks highlight what matters most to this generation and how financial institutions can turn those insights into growth.

For a quick synopsis, watch the video below. 👇

1. Make “tap, pay, done” your default experience

Younger generations live in digital wallets and P2P apps. In fact, our survey revealed 35% of Gen Z tap Apple Pay or Google Wallet daily. Therefore every flow tied to money movement should feel instant. 

In my experience, the biggest wins come from removing tiny speed bumps, not from adding features. If “add to wallet” takes eleven clicks, get it to six. 

Start by running a quick journey audit that mimics a first-time user:

• Add a card to Apple Pay or Google Wallet, time the steps
• Reissue a lost debit card, note where friction appears
• Send a P2P payment, verify confirmation and notifications

To take this one step further, consider conducting user experience interviews with Gen Z customers. 

Ask them to walk through these same tasks while you observe. You’ll quickly see where they pause, get frustrated, or expect an option that isn’t there. This kind of real-world feedback often uncovers small but critical improvements that make your app feel faster and more intuitive.

2. Build trust through family & friends, not promotions

Gen Z talks about money often, with nearly one third doing so weekly. And they put heavy weight on what their friends and family have to say. 

In fact, data from our financial services market research company shows 79% of Gen Z lean on friends and family for advice – that’s over 1.5X than the general population.

So if not already, I would develop programs and experiences that encourage and facilitate positive conversations about your bank among Gen Z’s social circles.

You can accomplish this through…

• Ensuring every interaction with your bank is positive for all customers: A great experience, whether for Gen Z themselves or for their parents who might influence their financial decisions, is the foundational driver for positive recommendations within social circles.
• Leveraging user-generated content: Encourage customers to share their positive experiences with your bank on social media. This could involve contests, shout-outs, or partnerships with micro-influencers
• Using brand ambassadors: Identify satisfied Gen Z customers who are willing to share their stories. Provide them with resources or exclusive content that they can naturally integrate into their conversations with peers.

3. Be discoverable where Gen Z actually searches

Many consumers still turn to official banking sites and online search, but the way Gen Z gathers information is evolving. In fact, they now rely on social media (44%) even more than banking representatives (39%) when seeking financial advice.

This trend extends to discovery, where Gen Z is over 2X more likely to use YouTube and almost 4X more likely to use TikTok to discover new banking products and services. 

With social video rising fast among younger consumers, and YouTube and TikTok gaining ground, the marketing advice writes itself. Banks should build a content engine for short, searchable clips that answer real questions. 

Try formats like “Three things I wish I knew about my first savings account” or “How to build credit in 60 seconds.” 

Then, post to YouTube and TikTok, then repurpose as Shorts and Reels. Pair every video with a companion page on your site for SEO, FAQs, and eligibility details.

4. Turn AI from buzzword into a money co-pilot

AI is not a novelty for this audience. Gen Z grew up with AI-powered recommendations on streaming services, intelligent search, and smart assistance. They expect technology to make their lives easier and more personalized. 

Gen Z AI-usage habits are already transcending into banking with 1 in 5 using AI to manage their finances.

This is why I’m recommending exploring how AI can help personalize the banking experience you’re offering to consumers. Think beyond just your basic chat box. 

• Could AI analyze their spending habits and proactively suggest ways to save or invest based on their unique goals? 
• Could it offer personalized alerts for potential overdrafts or even recommend a better credit card?
• Imagine an AI-powered financial co-pilot embedded in your app, guiding them every step of the way. 

AI can no longer be treated as a passing buzzword. It’s really about the value and the efficiency that it provides and resonates with the tech-native generation.

5. Position your brand as a partner in tackling financial stress

Our survey uncovered that 61% of Gen Z cite high living expenses such as rent, food, and clothing, as their top financial stressor. Inflation isn’t far behind, with 51% saying it weighs heavily on their wallets. 

These challenges shape not just their spending habits, but also the way they evaluate banks and credit unions.

To connect with this audience, financial institutions should frame products and content around relief and support. That could mean:

• Everyday savings tools that automatically round up purchases or flag recurring subscriptions.
• Educational content like short videos on “How to budget for rent increases” or “Three ways to beat inflation with your checking account.”
• Transparent communication about fees and interest rates, since financial stress often amplifies skepticism.

In my experience, even simple features like push alerts that warn of overspending in a certain category can resonate with younger customers. They aren’t just looking for a place to deposit money—they want a financial partner that helps them stretch every dollar.

Strengthen Your Gen Z Marketing Strategy with Data

At Drive Research, we specialize in helping banks and credit unions understand what Gen Z really wants through custom market research. 

From online surveys to user experience interviews, our team can uncover the insights you need to design marketing strategies that resonate with this generation. 

Contact us today to learn how research can give your institution an edge in attracting and retaining Gen Z customers.