As a bank, credit union, or other financial service provider, you may have catered to clients of varying ages. 

More often than not, one of the more difficult generations to appeal to are coming to age, swamped in debt, highly educated, and ready to see what you can offer. 

Age Is Not Just A Number

The challenges for marketers in the financial industry are similar to those being experienced in other industries: The marketplace is changing, and customers are no longer responding to one-size-fits-all approaches. But this industry has its own unique considerations: Financial marketers operate in a heavily regulated industry and their customers can no longer be categorized as being interested in only business finance or only personal finance.
Ann Gynn

A Millennial's financial objects starkly differ compared to other generations. This is due to a serious wealth disadvantage of a generation coming to age within a recession with $1.3 trillion in student debt. 

How Millennial's Spend Money

• Millennials are not brand conscious or loyal to a brand for the sake of it.
  • Millennials parents will trade up for quality on a few items, though, including appliances, automobiles, digital devices, and groceries.
• Millennial are more inclined to rely on ride shares or telecommuting which reduce car purchases (until they are a parent).
• Home ownership among millennials is the lowest it has been of any young generation (since the Housing Vacancy Survey began in 1982).

Adapting To The New Demographics

After considering the above information, it may be difficult to appeal especially when you primarily focus on auto loans or mortgages. What can you do to get attention in other ways?

Mobile Is A Requirement

Mobile is a must-have for Millennials. They view mobile banking as a source of empowerment and independence. Financial marketers need to mention their mobile solutions (at least to some degree) whenever they communicate with this segment. - The Financial Brand

Millennials are not the lazy generation, they are the busy generation. They want to get able to do their banking online without spending hours balancing a paper check book or standing in line at the local bank. 

With that being said, mobile banking should not be just about checking your balance. People want to take actions as well to prevent ending up taking their bike (or Uber) across town to discuss finances. 

Authenticity and Transparency 

For a company to succeed with millennials, it can't just shout, "We're innovative!" and "We care!" We have to listen, we have to analyze data and, most importantly, we have to take risks to be relevant -- and maybe make each other a little uncomfortable by saying, "We're trying something new. Maybe it'll work, maybe not." AdAge

Relevant content and social media can push this message home by creating a community relationship with the largest living demographic in the U.S. labor force. A catchy slogan is not going to cut it, but a white paper than can help someone manage their finances may be a different story. 

What Can You Do?

Whether you are just starting your online presence or beginning a digital campaign, we can help.