Your Gen Z Strategy Is Broken

Jim Marous (00:12):

Your Gen Z strategy is putting your organization's growth at risk. New research from Primax shows that only 12% of Gen Z customers consider a community or regional bank their primary financial institution — not 40%, not 25, but 12.

Jim Marous (00:31):

By 2035, Gen Z will be the largest and wealthiest generation in history and 72%, say they face financial challenges, unlike any generation before them. They're not just looking for your bank, they're seeking a financial partner that understands their reality. I think we all realize now, loyalty is thin, switching is easy, and growth is no longer guaranteed.

Jim Marous (01:00):

Today, on Banking Transformed, I'm joined by Carrie Stapp, Vice President of Marketing of Primax. We're unpacking research that reveals what's broken and how banks approach Gen Z, and what you need to do to fix it now before future growth moves elsewhere. So, before we begin, Carrie, can you introduce yourself and tell us a little bit more about Primax?

Carrie Stapp (01:23):

Sure, yeah, my name is Carrie Stapp, as you mentioned. I'm Vice President of Marketing, and Jim, I've spent my whole career, more years that I want to admit in the banking industry. I worked for a mid-sized regional bank for 19 years here in southeastern Indiana, and the challenges of staying relevant and understanding the industry and where the industry's going just continues to evolve.

Carrie Stapp (01:52):

And so, here at Primax, we are hyper-focused on our payment strategies with our clients offering payment solutions, digital solutions for the regional community banks out there in order to help keep them competitive in the marketplace.

Carrie Stapp (02:11):

And so, we really want to focus on understanding the market as well or better than what our clients in the industry does so that we can be leaders in what we consider, and I think what the industry considers to be one of the most important areas of the financial services industry right now, which is payments and digital engagement.

Jim Marous (02:32):

Your research shows that Gen Z is projected to be the largest and wealthiest generation by 2035. What do you think many banks and credit unions, or why do you think most banks and credit unions are still treating this as a future issue as opposed to a current risk?

Carrie Stapp (02:50):

Well, I think it's like anything else. It's hard for me to see my Gen Z kids as adults and as moving into adulthood. We still see ourselves as young, we still see ourselves in today's environment, I think that's one aspect.

Carrie Stapp (03:14):

I think the other aspect in the industry is based off what I'm seeing these younger generations doing in their day-to-day. I think that the financial services industry is really transforming right now. And in order to be able to serve this generation, this younger generation, both now and into the future, based off of how they're living their life, it's not a future problem, it's a right now problem.

Carrie Stapp (03:40):

Because it's going to take some transformation, it's going to take some rethinking of how we are building out our technologies, how we're building out our data, how we're building out our engagement strategies and how we're building out our marketing across the board.

Carrie Stapp (03:56):

And so, it's something that we need to be in front of now, not only because this generation is coming of age and making decisions, but also because it's not an overnight transformation.

Jim Marous (04:08):

Interestingly, in the previous podcast we did with Jason Dorsey, really understands Gen Z and the generational differences, he also referenced, as your research showed, that financial challenges of Gen Z as perceived by them are very different than previous generations, and that organizations, financial institutions really misunderstand what's different.

Jim Marous (04:33):

What is different from the perspective of a Gen Z consumer and challenges that they're going to be facing that really haven't been faced by generations before them?

Carrie Stapp (04:44):

Well, I mean, I think that the economy is one thing. We've got a lot of uniqueness going on in the environment; inflation, inflationary costs, the cost of housing, just the cost of everything for them. I mean, again, I have Gen Z kids and they're all into this, "I'm graduating college, getting into my future," and they're saying, "Mom, we don't know how we're going to afford the things that you afford at the ages that you were."

Carrie Stapp (05:14):

I think that's underlying, I think that's real, but I think that some of the bigger challenges for them are stemming from the way that they've grown up. And so, in schools, we're taking out things like financial literacy and some of the basic knowledge courses. We used to learn how to balance checkbooks in school, and they're not learning any of those types of things.

Carrie Stapp (05:40):

In addition to that, everything that they're doing in their lives is an immediate decision. I'm paying with my app, I'm swiping my card. They aren't using registers to understand where all my money is going, they're living in the moment. And so, on top of feeling like they have these economic challenges, it's also this immediacy of the money movement that is creating this level of uncertainty. I don't know where I'm at, how do I know if I'm on track?

Carrie Stapp (06:10):

And then I think the third piece of this is there's an entire world of comparison that other older generations haven't had to deal with. We weren't on social media every day looking at what my neighbor was doing or what the person in California was doing, and why can't I live that way? And whether it's real or not real, what they're seeing, that comparative factor, and am I on track with what the rest of the world is doing is front and center in their face 24 hours a day, not just, what is my neighbor doing?

Jim Marous (06:45):

Well, it's interesting because Gen Z's parents are often at community regional banks and credit unions, but only 12% of Gen Z customers consider a community regional bank their primary financial institution, which we can get into the definitions as well. What does that say about how these organizations are positioned today because if their parents pass away, we risk losing all that money to Gen Z, which will take it elsewhere. So, what does that say about how we're positioned?

Carrie Stapp (07:25):

By the way, I want to say that I think we have a huge opportunity to position ourselves very differently in the market on the traditional values that regional and community banks and credit unions have been founded on, which is community and customer service, I think that matters to this younger generation.

Carrie Stapp (07:47):

What I think is most important is back to that point number two that I was making about why are they feeling differently about their economic situation — it's because I don't know that we have shifted enough to understand the movement of money and the way that money is moving today is vastly different, and the younger generations, they don't know an older world or a previous world. All they know is that I'm swiping and I'm tapping, and I'm doing all of these things.

Carrie Stapp (08:18):

And when I was up and coming in the banking industry, we used to say all the time that where your mortgage is where your primary financial institution is, and I don't think that that's the case anymore. Now, it is who's moving my money from one place to another?

Carrie Stapp (08:34):

And so, we have these non-traditional players like PayPal and Venmo and Zelle that are sitting out there, and they're the ones that the consumer or the younger consumers are engaging with every single day, and that's really the importance of it.

Carrie Stapp (08:49):

And so, not to be self-serving about Primax, but the importance of payments, the payment strategy and being involved in that daily digital engagement, we've been saying this for years. It is really where the growth strategy for the smaller financial institutions need to embrace in order to compete. There's a reason why the bigger banks are focused here.

Jim Marous (09:12):

It's interesting too because we tend to, as an industry have for … I've been in the banking industry forever, we actually crossed paths during a period in your career and in my career. But a lot of institutions want to simplify this and say, "If we give them a really good digital journey, then they'll be happy." But basically, your research shows that digital alone is not enough to earn Gen Z's trust or relevance.

Jim Marous (09:40):

But as you referenced, if we can put in their mind that their primary financial institution, their local financial institutions, the bank credit union can be the source of that, but can't be it all. We've got to do a lot more to get the trust and simply provide them a great digital app.

Carrie Stapp (10:00):

I think what you're saying is incredibly important, and I do think that it's an evolution that the smaller institutions need to start leaning into. It's not just about the product that I'm purchasing, meaning all I have to do is get a P2P solution, all I have to do is get a new digital banking app. Yes, though, that's the basis of it, but-

Jim Marous (10:28):

You can't have a bad one. It's not going to help you to have a bad one.

Carrie Stapp (10:30):

You can’t have a bad one and if that particular product or solution doesn't fit into my lifestyle every day … I think that's the thing that we see that PayPal's done so well, is they went out and said, "Hey, I'm going to get embedded in every retailer that's out there." Because they embedded themselves in the consumer's lives instead of saying, "Hey, I launched this product, why aren't you interested in using my product?" We've got to market it better, we got to tell them why it's better.

Carrie Stapp (10:57):

They just went out and said, "I'm going to make it required." Like it's here and it's easy to use. And we all know that COVID exacerbated that because we were all forced to move to online, that's not going to go away.

Carrie Stapp (11:10):

And so, I think that that's probably one of the most important things that these smaller institutions need to hear, is that it's more than just launching the product, it's about saying, how's that product going to be embedded into the overall consumer experience both within my financial institution and within my daily life of where the money is being moved.

Carrie Stapp (11:33):

Whether that's a loan or a deposit account, like thinking about it that way and how is money moving, and how am I going to be present there, they've got to switch that mindset. Consumers are no longer having to go to "the bank" for financial services.

Carrie Stapp (11:50):

And that's a big shift, Jim, from years ago when in the early 2000s and the 90s where everything that I did, I had to involve the bank, that's not the case. So, now, the bank's trying to find a way to embed themselves in the life of the consumer.

Jim Marous (12:06):

Well, it is interesting too, Carrie, that Jason Dorsey again said it, your research said it, that unlike Gen X, but more like probably our parents, is that Gen Z really is valuing guidance and support more than transactions. They take transactions being a point of entry. You better have that like restaurants, better have good food. But what does it mean to actually provide a financial wellness experience for a Gen Z customer over and above their products themselves?

Carrie Stapp (12:40):

I will tell you that's probably one of the things that we focused on the most in this research, was really understanding, I'm going to call it the lingo of the generation. And so, for years, you and I have been hearing, "Hey, it's got to be personalized, it's got to be embedded." And over the years, really what's happened is those definitions, the words aren't changing. We're still having the same conversation, but the definition of those words are evolving.

Carrie Stapp (13:09):

And so, I think that's the other piece here that the leaders in these institutions need to really understand what do those words mean to this generation, and what should we be building towards? And so, when you think about something like financial literacy, the first and foremost thing that I've said this for years is that there is a mass difference between financial education and financial literacy.

Carrie Stapp (13:35):

And so, just having financial education on your website or providing articles about credit scores, that's all super valuable and amazing, but that's different than financial literacy. And so, what's happening in this generation, we've talked about it, the transactions are moving so fast, their life and financial is moving so fast — the ability to harness all of those touch points, every single one of those transactions that are happening are a story that needs to be told back to the consumer: "Can I afford this? Should I be buying it? Am I on track to meet my financial goals?" And they want that told to them in a story in an interactive way.

Carrie Stapp (14:18):

And what's really happening now is that we're telling them that what's happening independent with the transactions but there's no insights coming out of that. And so, it's like I get metrics from our data team, and if all I get is a bunch of data points, I'm like, "Where's the story? What's the story?"

Jim Marous (14:38):

The so what?

Carrie Stapp (14:40):

The so what, yeah. And that is what the generation is looking to their financial institution to provide them, is what's the so what, help me make this decision. Because to your point, they do have as strong or stronger of a desire to be in a good financial situation than the older generations.

Carrie Stapp (15:00):

And so, that's where I was saying earlier, I feel like community banks, regional banks, credit unions have real opportunity here because we're built on consultative, we're built on customer service, the problem, is we've got to have the tools in addition to it just can't be Carrie sitting in the branch, being willing to talk to them (that's important) — but these daily tools that give them the so whats and give them the how-tos are really, really, really critical.

Jim Marous (15:28):

It gets down to trust. The reality is I want more than just a good experience, I want engagement that actually as you've referenced, helps me know what I should do next. Now, we've got to get it out of our perspective as a banker and make it so it's not the next most likely product to open, and make it more along the line of what you said is what's the best route to go to get the financial wellness, the financial confidence that is lacking, and it's going to continue to lack with Gen Z.

Jim Marous (16:03):

Our parents did everything in their power to make it so that we as kids grew up with a better life than them. Gen X got very similar to that, but Gen Z, there's no guarantee now. And I think financial institutions have to get out of their own world and look at how they can make Gen Z more willing to understand that we're going to be working on their side.

Jim Marous (16:27):

Now, we got to earn that trust, we got to gain that trust because right now, they're going from here to there and everywhere else, they're switching providers whenever they want and they're doing it quickly because it's very easy to open a new relationship.

Jim Marous (16:41):

But I think in that process, we've lost our ability to tell them why they should not switch and given them reasons not to switch as opposed to saying, "Hey, we've done every transaction right for you for years," that's not going to cut.

Jim Marous (16:56):

It's cutting it for my parents, it's cutting it for me that everything's well done, but at the end of the day, if they're looking for advice, if they're looking for recommendations, if they're looking for you to help them down the path, even if it's not with your organization, that builds up trust.

Jim Marous (17:16):

What do you see as the biggest triggers that are causing Gen Z to move their money from where maybe their parents had them open their account, the local community banker, credit union, and they're switching all over the place? What's the biggest trigger that makes them move money?

Carrie Stapp (17:34):

Well, the research showed (and none of us like it, none of us like this topic) social media is huge. And where they're getting their information, how they're getting their information, in our research, we actually talked to Gen Zers. We didn't just do a survey, we went out and asked them, “Do certain tasks throughout the day, film yourself so that we can kind of see how your life goes.”

Carrie Stapp (18:03):

And a lot of these folks were filming themselves of how they're using AI to help them build financial plans, how they're using social media and how they're researching for different topics. They're not out searching for checking accounts and debit cards, they're searching for topics and someone's telling them how to do this.

Carrie Stapp (18:27):

We can like it or not like it, but not being there in that way and talking to them in the way that they need to be talked to is a huge miss for us. And I think it's just one of the biggest drivers is understanding, again, not expecting them to come to us, but finding where they are and us going to them and being embedded in their life, that's the expectation.

Carrie Stapp (18:53):

They're not out hunting for brands, they're out looking to live their life and who pops up to help me solve my problems in my life. If I'm going to put in TikTok, how do I create a financial plan? Whoever's top at answering those questions, the path's going to lead them to a solution, and are we there or are we not?

Jim Marous (19:13):

It's interesting, generative AI and agentic AI really provides an amazing opportunity to be that AI tool within finance that a Gen Z consumer may want to use. We come with embedded trust and the journey, they know we're a financial institution. But I think it's important that if we provide the guidance more than just the product, but provide the guidance, provide the answers, make it easy to find the answer on our platform, and do it, I'm going to say proactively.

Jim Marous (19:48):

We know when a consumer is starting to get into trouble; are we there to help them or are we just going to ride that wave with them and say, "Well, if they leave, they leave or their credit goes bad, we're going to collect on them." And we really have to embed ourselves in the consumer's life more for Gen Z than probably anybody else, and it's going to be difficult because we're asking more than we've ever asked.

Jim Marous (20:12):

We've talked about it before in the banking industry; we're asking organizations to do it before the payoff, and the reason is we have a relationship with their parents right now. Those kids, Gen Z customers are going to come in and they're going to already have in their mind other organizations they're working with. What are we going to do proactively ahead of the curve to build their loyalty and trust?

Jim Marous (20:36):

What do you see? And this is not within the research, but within your organization — how do we work with your kids through your personal organization to make it so that your kids won't be as apt to just pick up the money and leave?

Carrie Stapp (20:54):

I think that that financial advice, and I'm going to say practical financial advice too, not just like my long-term savings and my retirement. But again, I have two boys who are on the verge of getting married and one of them just moved across country last week, and there's lots of questions that they have, and oddly enough, at middle 20s, they have a financial advisor.

Carrie Stapp (21:25):

And my son was like, "Mom, who do I call? Do I call my financial advisor about how much I should pay for an apartment in San Diego?" And I'm like, "Well, you don't really call your financial advisor for that." These are the types of things where they're looking for help, and I will lead back to the research just a little bit.

Carrie Stapp (21:44):

This is the first generation where social media has popped up as being one of the most trusted for financial advice. Financial institution was still number one at 36%, but social media was third at 28%, only behind older family members.

Carrie Stapp (22:01):

And so, it is third in line, and it's not about advertising in these places, it's about offering up advice and guidance in ways on topics that are all relating to the financial life of the consumer, not just the products and services that I offer, and that's a big shift.

Carrie Stapp (22:24):

That's a big shift because we want to talk about our credit card or we want to talk about our checking account. Instead, we need to be talking about how do you best manage your daily financial transactions when you're moving from college into adulthood (I'm just using this as an example), then you can lead back to the use of an online banking system, the use of a credit card, the use of a debit card. Then that leads to a conversation about us as a financial institution being the right choice.

Carrie Stapp (22:55):

But you got to build that trust along the way with them instead of just like, "Hey, I've got this card and it's a better card than the card you've got." That's not speaking to them, it's, "Hey, this is a better value to me in what I'm going to get in my relationship with them," and it's incredibly important to this younger generation.

Jim Marous (23:15):

So, in the same context, 62% of Gen Zs are already open to using AI for financial decision-making as you referenced. How should institutions think about AI as a trust building capacity or capability and not just an efficiency tool?

Jim Marous (23:31):

We know what banking's doing, we're trying to cut costs everywhere, and we're really working really hard at making AI make it so we can become more efficient. But how can we make it a tool that can build trust not just with Gen Z, but with their parents so that their parents become a good reference tool to the Gen Z generation?

Carrie Stapp (23:53):

I think that's a really good question. I mean, there's so many use cases for AI, and I agree with you, a lot of times we're thinking about it in terms of operational efficiency, we're thinking about it in terms of fraud protection, which are all amazing points.

Carrie Stapp (24:08):

But I also think in this case of guidance and direction and utilizing the information that's out there in the universe, I guess I should say; what's being said out there, and then being able to offer up recommendations within the confines of our financial brand, my financial institution's brand — it brings validity to, I'm not just asking somebody that's sitting out (it's not somebody) — but this machine that's sitting out in the world, I'm asking A, B, C community bank and AI is producing not just a beneficial tool for my financial institution, but a beneficial tool towards you, the individual.

Carrie Stapp (24:58):

And we happen to offer things that can help you solve for that, but I'm giving you more of an unbiased view of what needs to happen just generally in the world, and I think that that drives a little bit more of validity in I'm not just trying to sell you something, number one, but number two, on the opposite spectrum of that, I am innovative enough as an institution, I am in the know enough and I'm forward-thinking enough that I can't handle your financial situations and I'm the best partner for you going into the future. I'm not doing it in an antiquated way.

Jim Marous (25:35):

So, when we talk about this loss of wealth out of our financial institutions, we're really talking about the transfer from the parents' bank accounts to eventually the kids' bank accounts. Is this a dual strategy the financial institutions must look at that not only talks to Gen Z consumers, but just as, or more importantly, to their parents who are current customers of our organizations?

Carrie Stapp (25:59):

I think that that's huge. And I see this across a lot of industries, Jim, not just financial services — and this is true in healthcare, I think it's true in a lot of places where we're focused on the individual and not the community around the individual, and I think that's a really interesting topic.

Carrie Stapp (26:19):

I think that the one challenge that we have with that is for that entire population who may not have that home life to be able to help them, how do we balance it where we are talking to the older generations, the older family members and teaching these younger generations, but how do we also reach those that may not have those exact same resources so we can keep that playing field for everybody out there and available regardless of your home situation.

Jim Marous (26:53):

It's very interesting, you're talking about your kids. My son, gosh, it's two and a half years now, but he came to me and said, "What credit card is the one I should use to buy my future wife's engagement ring so that I can get the best value? Who's going to give me the most money with the best rewards?" And I'm going, "Oh man, it's been a long time since I've been in that role, and the numbers are a whole lot different than they were."

Jim Marous (27:21):

But the reality was these are really out-of-the-box questions that, as you said, they go to AI and say, "What financial institution would have this product for me?" Because he realized if he got turned down by one in the process, he'd lose the authority to be able to go to another one and ask for the same thing.

Jim Marous (27:42):

And it’s a very interesting dynamic and he ends up transferring some of these relationships to a very large finance institution without realizing that, okay, so except for maybe the rewards process, the small one office financial institution is as extensive as the Chase and the Wells Fargos of the world because they have banks everywhere that an ATM is, and they sometimes lose that sight.

Jim Marous (28:07):

But again, it gets back to trust and relationships, and I look at the parents of the Gen Zs and say while we may have challenges with the financial institution we work with, we have loyalty, we have a long history there.

Jim Marous (28:22):

We maybe have opened a mortgage there, we've opened our checking account there, some savings account there, we know people at the financial institution — we need to take advantage of that loyalty that probably doesn't yet exist with the Gen Z customer at any organization now, no matter how much they've moved money back and forth.

Jim Marous (28:40):

But they're going to have more challenges than anyone else out there, they don't have the answers. It's hard to unwind what a mortgage is or even a new apartment should cost, and how you should invest your money, and what you need to do. And I think the biggest challenge right now is this is in the future, this transfer is happening right now, but not anywhere near the rate it's going to, and at the amount of money.

Jim Marous (29:05):

And we may all of a sudden open our doors to the office next Thursday, five years from now, and realize we've lost millions of dollars that were already at risk, we just didn't do anything about it. What do you advise a bank and credit union executive to do today to make it so they avoid losing relevance tomorrow?

Carrie Stapp (29:28):

Well, again, I think that truly understanding the view of this generation and thinking about it not just in terms of how are they interacting with my financial institution, but how are they living their lives and how can I best help them live their lives? And I think that to your point, those first interactions — and listen, I've been in banking for years, and I've been in there when the days of, hey, we really got to focus on the big dollar accounts and those types of things.

Carrie Stapp (29:59):

And listen, that first credit card interaction, that first application, if I get turned down and they just send me a ding letter, I'm probably going to wipe that off my slate for forever, it's going to be really hard to earn that back for the brand. And so, I think trying to get that generational loyalty is important for sure, that should be the easiest path of cross cross-selling, if you will.

Carrie Stapp (30:29):

But I also think really thinking through what are those early … what's maybe meaningful interactions with these younger generations to the overall financial institution's health today may be insignificant. Like how are we helping them handle their overdrafts or how are we helping them apply for this credit card, or how are we helping them move money from one place to another?

Jim Marous (30:56):

How are we helping them save from mortgage when their rental costs are so doggone high and they realize that the ability to buy a house gets more and more out of reach, but they need the discipline that a financial institution can help them establish.

Carrie Stapp (31:09):

And I think that the financial institution needs to always have (and I know that they probably do) their frame of reference on how can we, instead of why we can't. And if I need to turn this individual down for a mortgage saying, "Here's what we need to do in order to be able to get you this mortgage, we want to help you get this mortgage."

Carrie Stapp (31:29):

I had a niece that just bought a house not too long ago. She was halfway down the pike with a financial institution and another one who she happened to know. The mortgage lender was like, "Listen, I want you to think about this, there's first time home buyer programs, we've got this new program that's helping you." And she ended up saving a ton of money on her mortgage, and now, she's eternally loyal to them. And it's a much smaller institution than where she was starting.

Carrie Stapp (31:53):

And so, I do think that those interactions and thinking about how you're helping them be successful in their life, whether that's in the apps that you're using, the AIs, the products or your customer service, thinking about that holistically and does our strategy include how can we help our consumer be successful if we're constantly pressure testing back to are we doing that? I think it's a big recipe for success and I also think that it's an amazing brand builder for an individual institution, and for the industry.

Jim Marous (32:30):

Well, my son's been married for a few years now, and he's looking at a house and it gets very challenging, but maybe the financial institution has to reach out to the parent and say, let's work with you both together to see how you can pre transfer some of this wealth to help them buy that house. Because I think that goes on every parent's mind now. That's our generation's way of saying, you don't need our wealth to stay alive right now.

Jim Marous (32:59):

A lot of them are doing quite well, but the reality is they can't get out from under all the burden of maybe student loans, all the reality of very high rental costs and things like this. There are new products out there that we have to look at, and we have to look at them today.

Jim Marous (33:13):

And I think your research is so important for people to read and to understand, because it is a problem today. It's not a problem in 2035, which we referenced as a time when this wealth transfer really hits a peak but the reality is if we don't answer to it today, the horse is out of the barn, and we're not going to be able to get it back. And Carrie, how do they get ahold of the research you've done?

Carrie Stapp (33:40):

They can visit our website and download it from there, and it's called the Primax Banking and Focus Report. So, much good information that you and I haven't touched on, lots of data points that I think are really important. And again, I think that the real relevance here is having a direct initiative in your institution that is truly studying these future generations.

Carrie Stapp (34:07):

And I think partnering with companies that are looking at this type of thing is super important too, because we're giving a glimpse into the future, we're giving you sort of this roadmap to where you need to be focusing today in order to be successful tomorrow, and that's why we do it. And we're doing that for our clients, we're doing that for the industry, and we're doing it for ourselves so that we can better provide products and solutions.

Jim Marous (34:35):

Well, again, you're also working with so many financial institutions, you can bring ideas to the table to say, have you thought about this? Where we sometimes narrow our vision too much not to see what's out there.

[Music Playing]

Jim Marous (34:45):

And it's important. We've touched on the Banking Transformed Podcast, I’ve referenced it before that we've had interviews around Gen Z before. As the largest transfer of wealth in history accelerates, the generation, this generation of Gen Zs will decide where that growth goes.

Jim Marous (35:02):

Institutions that haven't earned the relevance with Gen Z won't inherit those relationships, and that means that money's going to walk out the door and the future growth will move into other organizations' hands.

Jim Marous (35:17):

Carrie, thank you so much for being on the show. I, again, reference everybody to check out all the podcasts we've done. Also, talk to Primax about what they've learned from their research, what organizations are doing, because now's the time to do something about Gen Z as well as solidifying future growth. Again, thank you very much, Carrie.

Carrie Stapp (35:41):

Thank you.

Jim Marous (35:43):

Thanks for listening to Banking Transformed, the winner of three international awards for podcast excellence. If you enjoy what we're doing, we would really enjoy a positive review. Also, check out my recent articles in The Financial Brand, the research we're doing for the Digital Banking Report.

Jim Marous (36:01):

This has been a production of Evergreen Podcasts. A special thank you to our senior producer, Leah Haslage; audio engineer, Chris Fafalios, and video producer, Will Pritts.