Born between the late 1990s and early 2010s, Gen Z is the first truly mobile-native generation. They grew up with smartphones in hand, deeply connected through social media, with global financial crises shaping the world around them. They don’t just use digital finance but they expect it to work instantly, look great, feel personal, and be available 24/7.

For banks and fintechs, that means the old rules no longer apply. To stay relevant, the financial industry needs to understand how Gen Z earns, spends, saves, and invests — and why trust looks very different to them.

For Gen Z, financial education didn’t start in a classroom — it started online.
Platforms like TikTok, YouTube, and Reddit have become their go-to sources for money advice, side hustle tips, and investing strategies. Hashtags like #FinTok and #MoneyTok rack up millions of views, blending memes with real financial insight (and sometimes, misinformation).

At the same time, Gen Z is more open to experimentation. While older generations dipped their toes into digital finance, Gen Z jumped in. From using budgeting apps in their teens to trying crypto, NFTs, and stock trading as early as college.

They don’t see finance as something only experts handle. For Gen Z, money is a tool to shape the lifestyle they want — something to learn, try, and customize on the go. Whether it’s investing early, dabbling in crypto, or using budgeting apps to travel more or afford side hustles, financial experimentation is part of how they design independence and flexibility into their lives.

Trust in traditional banks is wearing thin. Gen Z didn’t grow up during an era of bank stability, but they came of age during the 2008 global recession, watched student debt explode, and now face rising living costs and income uncertainty.

Here’s what they expect:

As a result, many are turning to neobanks, peer-to-peer payment apps, crypto platforms, and creator-driven financial content — digital-first tools that feel more aligned with their lifestyle than walking into a traditional branch.

If there’s one thing Gen Z expects from financial services, it’s control with customization. They want tools that reflect how they live which are flexible, fast, and focused on user experience.

Here’s where fintechs can win:

But above all, transparency and simplicity are key. Gen Z is financially savvy — and skeptical. They don’t just want access to tools; they want to understand how those tools work, what they cost, and who’s behind them.

Gen Z isn’t just reacting to finance trends — they are setting them. Whether it’s demanding more ethical investing options, using Discord to share budgeting advice, or choosing digital wallets over credit cards, their behavior is already influencing product design and policy decisions.

This is a generation that values experience over institution, education over jargon, and authenticity over polish. Financial services that adapt to these values will be positioned not just to grow, but to lead.

For Gen Z, money is digital, emotional, and immediate. They are skeptical of legacy systems, hungry for control, and increasingly vocal about what they expect from financial providers.

To serve this generation well, the finance industry must stop talking to them and start building with them, delivering tools that are fast, fair, and designed for real life, not just spreadsheets.

Because the future of finance isn’t just mobile. It’s Gen Z-shaped.