ATHENS, Ga.– A new report that examined how Gen Z consumers are reshaping banking habits has found, perhaps not-too-surprisingly, that younger consumers are increasingly relying on digital financial tools, multiple payment apps and personalized guidance rather than traditional branch-based relationships.
The report, from Vertice AI and titled “From Branches to Apps: Gen Z on Money and Banking.” This report provides community financial institutions (CFIs) with a firsthand look into how Gen Z con,” was based on a live panel discussion held during the 2026 Southeast Credit Union Innovation Day at the Advanced Technology Development Center at Georgia Institute of Technology, according to Vertice AI.
The panel featured Gen Z students from high school, undergraduate and graduate programs discussing financial apps, peer-to-peer payments, expectations for banking experiences and the factors influencing their financial decisions.
Several Themes Emerge
According to Vertice AI, several themes emerged from the discussion, including:
- Increased use of multiple financial app “stacks” rather than relying on a single primary financial institution;
- Reduced dependence on physical branches and ATMs for day-to-day banking; and
- Growing demand for proactive and personalized financial guidance tools instead of traditional reactive reporting.
“Too much of the industry conversation about Gen Z happens without hearing directly from Gen Z,” Mitch Rutledge, CEO of Vertice AI, said in a statement. “This discussion offered something more valuable than trend speculation: an unfiltered view into how young consumers are approaching money, financial decisions, and digital financial tools.”
Rutledge added that community financial institutions need a clearer understanding of Gen Z priorities and expectations if they hope to compete effectively with fintechs and neobanks.
About the Report
Vertice AI said the report was designed to provide community financial institutions and fintech companies with direct insight into how younger consumers manage money and interact with financial providers.
The company said the report includes participant commentary, visualized findings and analysis intended to help financial institutions better understand changing consumer expectations among Gen Z users.
