Ryan Arshad, Managing Director, BrandCap US
As Millennials and Gen Z approach their prime earning, spending, and borrowing years, these two cohorts represent profound growth opportunities for the sector. To that end, BrandCap recently completed a study among 1,000 consumers, age 18-36 in the U.S., analyzing how well they connect to insurgent vs. incumbent financial services brands. Interestingly, the study reveals that the mindset of Millennials and Gen Z is at odds with traditional financial brands and their (perceived!) business models.
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