CU Growth OUtlook 2025
How Gen Z is Driving The Future of Financial Services
Generational differences influence financial preferences and expectations. Credit unions must adapt and evolve.
Generational differences influence financial preferences and expectations. Credit unions must adapt and evolve.
What happens when the (soon to be) largest, wealthiest generation becomes financial decision-makers? You get a seismic shift — one that is being defined by the priorities, expectations and digital fluency of Generation Z.
This research explores how these dramatic shifts in behavior are driving real change across the financial services landscape.
To future-proof growth strategies, credit unions must understand what is driving these evolving mindsets toward financial management — and then rethink their approaches toward personalization, AI, digital transformation and efficiency.
46% of Gen Z prefer online channels for financial advice, but many want more personal engagement.
Just 18% of Gen Z see credit unions as member-centric, signaling a disconnect.
72% of Gen Z say they face financial challenges that older generations did not.
