The strategy: To effectively market to Gen Zers and millennials, financial institutions (FIs) must recognize them as two distinctly different generations and develop targeted plans for each, per The Fintech Times.

For example:

Millennials (born 1981-1996) seek stability

• Shaped by economic uncertainty: Having grown up during turbulent events like the 2008 financial crisis, millennials prioritize long-term financial security. They're cautious and are putting off long-term goals because they lack confidence.