Working on savings habits and starting a retirement fund were the highest priority desires from our survey results.

The majority of respondents use online banking and payment apps but not most other forms of financial tracking.

The main hurdles to user’s financial management are feeling like they don’t have enough money to invest, that finance is too dense/confusing of a subject, and that users are just too busy.

Many respondents were interested in connecting with a Certified Financial Planner but were not as concerned about having a physical location they could visit

Generation Z patronize financial institutions and invests in companies that mirror their goals for sustainability, social justice, and other causes they deem important. They are more apt to champion brands that understand them and embrace their values.

There are third-party certifications like Certified B Corporations and Fossil Free Certified that allow value-aligned customers to discover banks that invest their money ethically.

An emphasis on community and a point of human contact is highly important for a financial institution in order to establish trust.

When doing a competitive analysis we found that financial management apps were emphasizing security and trust, utilizing empowering language, catering towards personalization, providing educational resources, and prominently exhibiting their ethical practices.