Understanding Generational Financial Trends: Insights for Financial Services Marketers

Key Insights from Captivate | OFFICE PULSE Research:

Financial services marketers must recognize the distinct financial habits, goals, and challenges of each generation to build effective strategies. Given the stark difference between the financial goals and means of each generation, it is critical to understand the similarities and – arguably more important – the differences to build marketing strategies that connect and build loyalty. Recent survey from Captivate | OFFICE PULSE research practice offers insights to help empower marketers across the financial services industry.

This guide covers:

• Financial Health: Confidence, tools, and priorities
• Investing: Goals and preparedness
• Credit Cards: Usage and spending habits
• Marketing Opportunities

Before we dive into the data, let’s align on the Generational definitions we’ll be referencing throughout – ages as of 2025:

• GenZ (1997-2012) – 13-28 years old
• Millennial (1981-1996) – 29-44 years old
• GenX (1965-1980) – 45-60 years old
• Boomers (1946-1964) – 61-79 years old

Financial Health & Priorities

Contrary to expectations, Gen Z professionals report the highest financial confidence, with 2 in 3 rating their financial health as “good” or “excellent.” Boomers follow at 60%, Millennials at 54%, and Gen X at 43%.

Gen Z prioritizes short-term savings goals such as major purchases like home, vehicle etc (62%) and milestone events (moving, wedding etc), with retirement savings ranking next at 62%. Boomers, Gen X, and Millennials place retirement as their top priority, though Millennials also focus most heavily on saving for their children’s education. Boomers and Gen X primary focuses are retirement and rainy day/emergency funds.

Despite high confidence, younger generations feel the least equipped with financial tools and resources, presenting a valuable opportunity for financial marketers to provide education and support.

Investment Trends

While many professionals feel on track for retirement, younger generations lag, with nearly 1 in 2 Gen Z respondents saying they are not prepared. However, this does not necessarily indicate financial instability—Gen Z is more focused on immediate goals.

Despite their lack of readiness for retirement, Gen Z and Millennials are active investors. However, less than 5% of Gen Z currently use financial advisors, presenting a significant opportunity for institutions to build trust and relationships early. With their highest earning and investment years ahead, financial services providers can benefit greatly from establishing brand loyalty now.

Credit Card Habits

Gen Z and Millennials tend to have fewer credit cards than older generations, with most holding three or fewer. They are also more disciplined in paying off balances, with 77% of Gen Z and 72% of Millennials reporting they “rarely or never” carry a balance.

However, younger generations are still significant spenders. Two in five Gen Z, Millennials, and Gen X professionals report spending over $2,000 per month on credit cards. Gen Z is also twice as likely as older generations to apply for a new credit card within the next six months, largely influenced by rewards programs, particularly cashback and airline miles.

With nearly half of all professionals finding credit card advertising effective, there is a prime opportunity for financial marketers to capture this audience through well-targeted promotions that emphasize rewards.

Marketing Opportunities

The greatest long-term opportunity for financial institutions lies in targeting Gen Z. Their lifetime value as financial services customers far exceeds that of older generations, as they will require banking, credit, and investment solutions for decades to come.

In the near term, 25% of Gen Z plan to apply for a new credit card in the next six months, and 65% are actively saving for major purchases like homes and vehicles—key triggers for loan applications.

Reaching Gen Z & Millennials Effectively:

While social media and digital channels are essential, they are not enough on their own. Financial marketers must also engage young professionals where they are most likely to research and take action—during the workday.

Captivate’s Advantage:
Captivate’s office-based advertising solutions provide direct access to:

• 17% Gen Z audience – 150 Index (expected to grow as more enter the workforce)
• 51% Millennials – 147 Index

With 68% of Captivate’s audience belonging to Gen Z or Millennials, financial brands can reach high-value prospects at the right time—during key financial decision-making moments. These younger generations are far more likely to bank, pay bills, and invest during work hours, making Captivate’s office-based media a highly effective channel for financial marketers.

By securing market share and building loyalty now, financial institutions can position themselves as trusted partners for the future.

Let’s connect to discuss your brand goals and how Captivate can elevate your next campaign.