Nós só podemos ver um pouco do futuro, mas o suficiente para perceber que há o que fazer. - Alan Turing
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Millennials and Gen Z Lead Surge in Trading Interest

The content instantly engages users by jumping on popular trends, while adding educational value. ‘Finfluencers’ on various social platforms are making a fundamental difference to Gen Z’s financial habits by shaping how young people learn about and take control of their finances. Not only will these generations make up the majority of the customer base, but their collective characteristics, attitudes, and beliefs have pushed the banking and financial services industries to pivotal change. Organisations can no longer appeal to Gen Z and Millennials in the same way they did to Baby Boomers, who had better personal finance experiences thanks to low-interest rates and inflated house prices.

  • “It’s a relatively new concept for a lot of millennials, who were told to put our money into a conventional savings pot,” says Humphreys.
  • They must identify, isolate and mitigate the many frictions that stand between them and their customers, and between their customers and optimal experiences.
  • When it comes to his investment philosophy, compound interest and long-term investments are the name of the game.
  • “UK trade with the EU has decreased so dramatically since the TCA was implemented that it has harmed the UK’s post-pandemic economic recovery.”
  • Kiehl’s related its NFT to Ultra Face Cream purchases, with an art piece depicting the company’s skeletal mascot, Mr Bones, reclining on a liquid metal flying carpet.
  • The funds’ assets went from $34.6 million at the start of March to $615 million by the end of April — a 1600% increase.

Forbes Council Member Allison Netzer cautions organisations that while technology is important, it’s only part of the value equation for younger customers. She outlines the importance of placing less emphasis on developing new features and focusing instead on improving existing products and processes. To kickstart our research, we asked participants how much they knew about general personal finance matters. The results showed that around one third(31%) of both Millennials and Gen Z said they were confident on the topic, and nearly half (47%) said they were ‘somewhat confident’.

The 10 most popular stocks among UK investors so far this year

The goal of frictionless retail is to remove the barriers that customers face in stores, whether it’s standing in a checkout line or having to swipe a card to pay. In PwC’s recentUS customer loyalty survey,82% of respondents say they’d be willing to share some kind of personal data in exchange for a better customer experience. Conveniently for retailers, frictionless technologies are seen as a way to reduce labour costs. But consumers also have high and growing expectations for assistance and convenience that would seem to introducemorefriction. That dichotomy presents a mix of opportunities and challenges for retailers, which are explored in arecent PwC UK reporton the future of frictionless retail. Computer-vision AI technologies—which enable consumers to enter a store, pick up their products and simply walk out without the need to scan, queue or check out—are slowly being rolled out across retail markets.

gen Z expect from trading platforms

These generations have placed pressure on businesses to become more ethical; prioritising sustainability, social justice and equality in the workplace, much more than previous generations have. They also tend to prioritise work-life-balance and businesses are adapting in order to attract and retain top talent. Not only that, these generations are also challenging traditional corporate structures with an emphasis of flexible working and working from home. New generations bring about many new perspectives and ultimately bring about change. Millennials and gen-Z prioritise purpose within their daily lives and this is being recognised by businesses as they fight for market share during this turbulent time. Although technology has many positive results, constant connection to smartphones could be causing both short-term and long-term health implications.

February 2023 Global Consumer Insights Pulse Survey Explore the full report.

And as both generations make up the majority of present-day and future banking and FS customers, it’s up to these organisations to bridge this knowledge gap and re-evaluate their current offerings. The stock market is all the rage for so-called Gen-Zers who have started investing their savings in the last year or so. Like many other age groups, they have used the extra time spent at home to get around to investing for their future. At the same time, 66 per cent of millennials want a self-directed investment portal with adviser access, compared with just 25 per cent of Generation Xers and baby boomers. These are digital natives, who want autonomy over their own financial decisions and see anything other than a simple, straightforward customer experience as friction.

Many believe that the incessant exposure to technology during childhood has led to an ability to compartmentalise in a much more effective way than previous generations. A recent study by Bank of America discovered that more money has gone into the stock market over the past five months than the previous 12 years combined, which means that 15% of all US investors got their start in 2020. Russel Faigen, 22, is a finance and business analytics major gen z meaning from Philadelphia. Faigen’s niche among his peers is an ability to take current event news and apply it to a specific stock, industry or sector within the stock market. This bullish bravado underscores a speculative fever that has taken over social media in a frenzy of meme-stocks, and viral financial advice. If the ethical/social goals of a brand are misaligned with these generations’ values, they have more of an incentive to switch providers.


The survey makes it clear that companies must go beyond responding to consumers’ evolving attitudes, actions and aspirations. They must identify, isolate and mitigate the many frictions that stand between them and their customers, and between their customers and optimal experiences. Beyond meeting consumers where they are—physically and psychologically—companies must invest to ensure that they’ll be able to meet them where they will be in the future. Access to cash, liquidity, and emergency funds is front of mind for many of us, particularly for millennials and gen Z investors. While fees and the range of investments will remain key considerations for customers, platforms are realising that a great user experience and flexibility, harnessing the power of embedded finance, is also essential. All very exciting prospects, however, at a time of economic uncertainty, high inflation and a cost-of-living crisis, the immediate focus must be on providing customers with extra flexibility when it comes to balancing investments and access to cash.

gen Z expect from trading platforms

Referring again to the strengths of considering multiple content types in your content strategy, there’s even more potential to be seen when combining different content formats. In other words, making experiences better is valued higher than creating new features in the long term. However, this is just the tip of the iceberg where marketing to Gen Z and Millennials is concerned.

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One anonymous account on Twitterthat goes by ‘TikTokInvestors,’ pokes fun at some of the more outrageous personalities in FinTok. Some are harmless and humorous, like the clip of a 20-something who lost his phone, slept through https://xcritical.com/ the morning and woke up to a $100,000 loss in the stock market. Coleman said the first year felt like he was ‘treading water and not really getting anywhere,’ caught in the vicious loop of making money and then losing it.

gen Z expect from trading platforms

And there are a few reasons for this, most wealth owned by the Baby Boomer generation is in property and pensions, and with property values increasing. And pension legislation changing, this has generated unprecedented wealth, much of which will be passed to the next generation. In our latest podcast, our experts talk about The Great Wealth Transfer and the prospect of a record £5.5 trillion that’s set to be transferred from Baby Boomers to the younger generations over the next couple of decades.

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