The new money age: What Gen Z and Millennial consumers really want from financial brands in 2026

What if the biggest threat to your customer relationships isn't a competitor, but a chatbot?

Millennials and Gen Z are quietly outsourcing their financial decisions to AI—not because they prefer it, but because no one else showed up first. Financial services brands that read the signals early can still win that trust.

In this new report, explore what Gen Z and Millennial consumers really want from financial brands in 2026. Plus, find out why:

• Over a third of Gen Z and Millennials have no concrete financial plan, yet advisors still beat LLMs and bank content as the most trusted guidance source
• Influencers scored the worst "ineffective" ratings of any option
• 4 in 10 Gen Zers and Millennials already turn to AI to kick off their financial journey, meaning the human handoff has to come sooner