Written by Fiona Hart, Integrated Financial Services Client Lead, dentsu

Gen Z is rewriting the rules of marketing engagement across the board. As the first truly digital-native generation, their behaviours, expectations, and trust in financial services (FS) brands looks radically different from previous generations – but not necessarily in the way you might think.  

Dentsu’s latest EMEA Consumer Navigator – Q1 2025 Consumer Mindset report, based on a nationally representative survey of 2,000 UK consumers, reveals key insights into how Gen Z is interacting with financial services, and what marketers must do to capture their attention in the year ahead. 

From the rise of digital banking to shifting trust in FS brands, this blog explores how FS marketers can refine their media, creative, and customer experience (CX) strategies to win over Gen Z in 2025. 

Gen Z is prioritising savings, but they want more than just a bank account 

With the cost-of-living crisis reshaping financial priorities, Gen Z is actively taking control of their finances. Forty-five percent of Gen Z plan to open a savings account in the next three months, a significantly higher percentage than Millennials (29%), Gen X (16%), and Boomers (14%). This signals a growing interest in financial stability, but their expectations go beyond traditional banking. 

• One in three Gen Z consumers plan to increase their investment in cryptocurrency in the next three months. 
• Over half of under-45s are looking to open or switch current accounts, showing financial fluidity and openness to challenger banks and fintech disruptors. 

To attract Gen Z customers, FS brands must do more than just offer attractive savings accounts.; they need to position themselves as trusted financial partners. Content strategies should focus on: 

• Financial education – Helping young consumers navigate savings, investments, and new asset classes like cryptocurrency. 
• Personalisation – Leveraging AI-driven tools to tailor savings and investment options. 
• Social-first storytelling – Using short-form video and influencer partnerships to engage Gen Z on TikTok, Instagram, and YouTube. 

Social media is increasingly shaping Gen Z’s brand discovery and engagement 

Gen Z is leading the charge in social commerce, where shopping and financial decisions increasingly happen within social media platforms. 

• Thirty-seven percent of Gen Z plan to make a retail purchase via social media in 2025. 
• Twenty-four percent would book travel via platforms like Instagram or TikTok. 

This highlights a major shift in how trust and consideration are built: traditional FS advertising may not be enough. 

To stay relevant, financial brands must rethink their approach to social media. Instead of just using it as an awareness channel, they should focus on educating, engaging, and converting audiences within social ecosystems. 

• Optimise content for social search – with TikTok being increasingly used as a search engine, FS brands should create bite-sized, SEO-optimised video content answering key financial questions. 
• Leverage influencers and user-generated content – Gen Z trusts peer recommendations and authentic voices more than corporate messaging. Collaborating with finance influencers and real customers can boost credibility. 
• Enable seamless engagement – While FS products may not be directly purchased via social media, integrating chatbots, in-app consultations, and direct-to-site links can streamline conversion paths. 

Gen Z still values in-person banking, but with a digital twist 

Despite being the most digitally savvy generation, nearly one in three (32 percent) of Gen Z plans to access financial services in person in 2025 – the highest percentage of any generation. 

Why? There are two potential reasons: 

1. Lower financial confidence – Gen Z may feel more comfortable discussing finances face-to-face, especially for complex decisions. 
2. Urban convenience – Many Gen Z consumers live in cities where branches are more accessible. 

While digital is dominant, physical banking experiences still play a role. FS brands should consider: 

• Hybrid banking models – Combining digital convenience with in-person support, such as video banking appointments. 
• Pop-up financial advice events – Bringing banking services to where Gen Z already spends time, such as universities, co-working spaces, and festivals. 
• Phygital experiences – Integrating digital touchpoints in physical spaces, such as interactive screens for financial education. 

Brand trust is declining, but brand values matter more 

FS brand trust declines sharply across generations: 52% of Boomers consider trust crucial in FS decisions, but this drops to 38% for Millennials and just 32% for Gen Z. 

However, Gen Z is significantly influenced by brand values and sustainability 

• Eighteen percent believe brand values, including things such as commitment to diversity and inclusion, influences their choice of financial services provider – second only to Millenials. 
• Twenty-five percent say brand heritage matters when choosing an FS provider. 
• Twenty-five percent consider sustainability an important factor – more than any other generation. 

To win Gen Z’s trust, FS brands must focus on authenticity and social responsibility: 

• Ethical investing options – Showcasing how products align with sustainability goals. 
• Diversity and inclusion – Highlighting initiatives that support underrepresented communities. 
• Transparency in financial products – Clear, jargon-free communication about fees, risks, and benefits. 

Ease of use and overall experience matters to Gen Z 

When choosing an FS provider, ease of use and loyalty rewards rank highly for Gen Z: 

• Twenty-seven percent say a seamless website or app experience is critical. 
• Twenty-seven percent also say a loyalty or reward scheme strongly influences their choice 

A frictionless digital experience is no longer a “nice to have”; it is an expectation. To drive Gen Z adoption, FS brands must invest in: 

• Mobile-first UX – Ensuring fast, intuitive, and aesthetically pleasing app interfaces. 
• AI-driven personalisation – Providing hyper-relevant financial recommendations. 
• Seamless integrations – Allowing transactions across platforms, such as embedded finance and digital wallets. 

The opportunity for FS brands in 2025 

Gen Z’s financial behaviour is shifting, and FS marketers must adapt. Success in 2025 will require a blend of: 

• Social-first marketing – Engaging Gen Z where they already consume content. 
• Hybrid banking experiences – Balancing digital and in-person touchpoints. 
• Purpose-driven branding – Aligning with Gen Z’s values around sustainability and inclusion. 
• Frictionless customer experience – Prioritising ease of use across apps, websites, and customer interactions. 

Get the full report 

To explore more insights from dentsu’s Consumer Navigator – Q1 2025 report and discover how to apply these findings to your FS brand, contact us today.