WEBINAR|December 10, 2026
What Gen Z and Millennials Really Want From Financial Brands
Lillian Zhang
Financial Educator & Author, The New Money Rules: The Gen Z Guide to Personal Finance
Erin Haller
Director of Industry Marketing, Financial Services, BrazeThursday, December 10 at 9am PT / 12pm ET
Gen Z and Millennials want financial guidance, and about 4 in 10 turn to AI early in their research. Yet only 27% of Gen Z and 25% of Millennials say their providers understand them with real-time, personalized recommendations. That gap is an opening for financial marketers who can act on first-party data in the moment.
In this session, we’ll share new Braze research from 7,000 Gen Z and Millennial consumers and what it means for your lifecycle strategy. Lillian Zhang, author of The New Money Rules: The Gen Z Guide to Personal Finance, will also join us with her view as a financial educator on earning and keeping Gen Z’s business.
Register now to learn:
- How Millennials and Gen Z describe their financial goals, and what drives which brands they choose
- How to read customer signals and know when a human advisor should step in
- Which real-time messages younger customers value, and what they expect from in-app AI
Can't attend live? Register now and we'll send you the recording after the webinar.
