Let’s face it: the world Gen Z is growing up in looks vastly different from the one many community banks are built for.

While these banks have long been champions of local relationships and personalized service, their traditional offerings often miss the mark for this digitally savvy, economically challenged generation. It’s time for a refresh.

Here’s a closer look at the disconnect—and how community banks can bridge the gap to meet Gen Z where they are, using insights from top sources like McKinsey, GWI, and Forbes, and showcasing how Symphonize is empowering banks to succeed in this new landscape.

The Financial Realities of Gen Z

Gen Z is stepping into adulthood with unique and unprecedented financial challenges.

Rising living costs, student debt, and stagnant wages dominate their economic landscape, making traditional financial products like CDs and high-minimum savings accounts feel out of touch.

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• According to the GWI Gen Z Report, “Many Gen Z individuals face the highest inflation in their lifetime, with a significant portion still living with parents or sharing housing due to financial pressures.”

• Meanwhile, McKinsey’s Global Banking Annual Review highlights that “loan originations face the dual challenge of declining consumer and corporate demand,” further complicating access to credit for young adults navigating this economic climate .

At Symphonize, we help banks rethink how they address these challenges through Gen Z Readiness Assessments.

These comprehensive evaluations identify gaps in digital experiences and provide actionable recommendations to create more engaging, accessible solutions tailored to Gen Z’s needs.

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What Gen Z Wants from Banking—and How Symphonize Can Help

1. Mobile-First Banking

Gen Z spends most of their lives online and expects seamless, intuitive mobile experiences for all their banking needs.

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• As eMarketer notes, “55.7% of adult Gen Zers consider mobile banking a top factor when choosing a bank, surpassing concerns about fees.”

• Similarly, GWI reports that “US Gen Z spends nearly eight hours daily online,” underscoring the need for prioritizing mobile-first solutions .

Symphonize’s Approach

We collaborate with banks to design mobile-first, user-friendly platforms that integrate personalization, self-serviceability, and educational features.

As Patricia Campbell, Chief Operating Officer at Christian Financial Credit Union, states:

“The Symphonize team is amazing! Their ideas and designs for our website are truly exceptional, and they consistently follow through on delivery.”

2. Credit Accessibility

Building credit is critical for financial independence, but many Gen Zers find traditional credit offerings daunting or inaccessible.

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• Finextra notes, “Gen Z customers often have limited credit histories, making traditional loan and credit offerings inaccessible.”

• McKinsey adds, “Attackers continue to pressure incumbents, with well-funded neobanks pecking at the largest profit pools,” emphasizing the urgency for innovation .

Symphonize’s Approach

We encourage banks to offer entry-level credit solutions, such as secured credit cards and personalized credit-building tools, alongside intuitive digital platforms that simplify credit education and management.

3. Personalization and Gamification

Gen Z thrives on personalized experiences and expects solutions that adapt to their unique needs while making financial management engaging.

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• The GWI Gen Z Report highlights that “73% of consumers expect companies to understand their individual needs and expectations,” showcasing the importance of customization .

Symphonize’s Approach

We leverage advanced UX design to create gamified financial tools that resonate with Gen Z. From interactive savings challenges to tailored budgeting experiences, our solutions help banks foster loyalty and deeper engagement.

4. Sustainability and Values

Gen Z values institutions that align with their ethics and prioritize sustainability.

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• Forbes reports, “Sustainability is no longer optional; banks that introduce green mortgages or eco-friendly savings options see stronger engagement from younger demographics.”

• GWI echoes this sentiment, noting that “over 3 in 10 US Gen Zs prefer brands that are actively sustainable” .

Symphonize’s Approach

Through effective digital storytelling and modern design, Symphonize helps banks showcase their community and sustainability initiatives.  

Joanne Rau, President & CEO of Chelsea State Bank, shares:

“Symphonize has helped us create a digital environment that clearly communicates our values while staying modern and innovative.”

Why Partner with Symphonize?

At Symphonize, we specialize in helping community banks tackle the challenges of engaging Gen Z by building innovative, human-centered digital experiences. Our services include:

• Gen Z Readiness Assessments: Comprehensive reviews of digital experiences to uncover opportunities for growth.

• Mobile-First Website Design: Intuitive, responsive platforms that enhance user engagement.

• Data-Driven Personalization: Leveraging insights to deliver tailored customer journeys.

We don’t just modernize your bank’s digital presence—we position you as a trusted partner for the next generation of customers.

Take the Next Step

The financial landscape is changing rapidly, and community banks need to evolve to stay relevant.  

At Symphonize, we’re here to help. Visit our Banking and Gen Z page to learn more, or reach out to me to start a conversation and get a free Gen Z Readiness Assessment of your bank’s website.

Let’s work together to build solutions that resonate with Gen Z and ensure your bank thrives in this dynamic market.