Young & Emerging Adults (18–32) are underserved in a digital world—both technologically and experientially. Banks and fintechs often forget this cohort is their future pipeline for home loans and investments; loyalty isn’t “earned” at mortgage time, it’s built well before. This report explores satisfaction levels, trust, life stages, emotional drivers, product design, how they want to be rewarded (including loyalty programs), and how organisations can better serve the next generation of banking customers. It also examines important cultural considerations for Māori and Pasifika in banking.
Alongside these insights, the paper features local and global case studies and includes a deep dive into enabling technologies that will be crucial for serving this age group—such as AI, payment technology, open banking, digital wallets, and digital identity. Off the back of the research, I’ve co-designed a Trust Framework and an Execution Model to translate insight into delivery, complemented by personas and co-designed product and service value propositions.
For any questions, reach out to Lance at lance@shapeconsulting.nz or on LinkedIn