This article is part-5 of the series Power of Personalization, where we uncover the ins and outs of personalization in banking.
Gen Z isn’t the future—they’re here now, and they’re shaking things up.
Born between 1997 and 2012, this generation has an estimated spending power of $360 billion in the U.S. alone. More importantly, they’re financially conscious, digitally savvy, and demanding.
If you’re a community bank or credit union that hasn’t cracked the code to attract them, you’re already behind.
But here’s the good news: Gen Z craves exactly what you do best—authenticity, personalized service, and community focus.
Below are 10 key strategies that can help community banks and credit unions build lasting relationships with Gen Z.
These strategies are designed to cater to their need for digital convenience, community impact, and engaging content, while also positioning your institution as a trusted financial partner for their future.
If your bank’s marketing strategy starts and ends with Facebook posts, it’s time for a serious upgrade.
Gen Z spends hours on TikTok, Instagram, and YouTube—not scrolling through long blog posts.
They want short, snappy, and visually engaging content. Think TikTok challenges about saving money, Instagram Stories showing real customers getting loans, or quick, relatable “how-to” videos on YouTube explaining financial basics.
Key Takeaway: Bring your bank to where Gen Z is already spending their time. Your ads need to be as entertaining as they are informative.
Gen Z has a built-in radar for anything inauthentic. They don’t want polished, corporate jargon—they want to see who you really are.
Showcase your people, your community involvement, and your values.
What makes your institution different? If your credit union supports local causes or invests in green initiatives, shout it from the rooftops (or better yet, from a viral TikTok).
Key Takeaway: Be transparent and real. Let your actions speak louder than your marketing slogans.
Gen Z is entering the workforce and encountering financial systems for the first time.
They want to learn—but not in a boring, lecture-style way.
Gamify financial education: create interactive quizzes, bite-sized Instagram posts with quick finance tips, or even meme-worthy content around budgeting and saving.
Key Takeaway: Financial literacy is essential, but it needs to be fun, easy, and quick to digest.
Gen Z grew up with smartphones in their hands. For them, mobile banking isn’t a luxury—it’s a bare minimum expectation.
Your mobile app must be fast, intuitive, and packed with features like instant transfers, budgeting tools, and even peer-to-peer payment options.
If they have to walk into a branch to complete a transaction, you’ve already lost them.
Key Takeaway: The mobile experience is king. Invest in making it flawless.
Forget mass marketing. Gen Z expects brands to speak directly to them.
They want personalized offers, tailored advice, and financial products that fit their unique needs.
Use data to show you get them—whether it’s pushing out customized saving tips or sending a perfectly-timed student loan offer.
Key Takeaway: Use data-driven marketing to tailor every interaction to the individual.
This is the generation of activists.
Whether it’s environmental sustainability, equality, or community development, Gen Z cares about the world around them—and they expect the brands they support to care too.
As a community bank or credit union, you’re already rooted in local impact, which is a huge selling point.
But you need to go further—actively promote what you’re doing for social causes and how you’re making a difference.
Key Takeaway: Put your social responsibility front and center. Gen Z wants to know how you’re contributing to positive change.
Celebrity endorsements? Not really their thing. They trust influencers who feel real and relatable.
Partner with local micro-influencers who already speak to your community.
Think influencers who focus on personal finance tips, local causes, or even lifestyle content that aligns with your brand values.
Key Takeaway: Authentic, local influencers can create a deeper connection with your brand.
Forget traditional marketing—Gen Z wants to participate.
Engage them with interactive social media challenges that align with your brand.
Whether it’s a “Save $100 in 30 Days” challenge on TikTok or a fun Instagram Story template that helps them budget better, make it easy for them to join in and spread the word.
Key Takeaway: Gen Z loves to create and share. Make your campaigns interactive, and let them do the marketing for you.
Gen Z is still building their financial foundation, and universities are the perfect access point to meet them.
Partner with local schools to offer exclusive student accounts, sponsor events, or host financial literacy workshops.
Not only does this help build trust, but it also creates a lasting relationship early on.
Key Takeaway: Build brand loyalty by meeting Gen Z during their formative years and offering them value upfront.
Memes are the language of Gen Z. Leverage popular memes to convey financial concepts in a relatable and humorous way.
Create shareable content that plays on trending memes, making banking topics fun and digestible.
For example, a meme about struggling to save money can lead to tips on budgeting or using your savings account.
Key Takeaway: Embrace humor and relatability through memes. Make finance fun and shareable to connect with Gen Z.
This generation isn’t just looking for another bank—they’re looking for partners who align with their values, offer convenience, and actually make their lives easier.
Community banks and credit unions have an edge here—you’ve always been about relationships and community.
Now’s the time to level up your digital game, speak their language, and show them why you're the perfect fit.
.png)
Christian Financial Credit Union
Huntington National Bank
Paqqets
Meridian Medical Management
Thales Group
Meridian Medical Management