FinTech v2.0: How Generation Z is Altering the Financial Services Landscape

A 2020 article from Cushman Wakefield reports the rise of Generation Z as a potential “seismic shift” in the adaptation and usage of FinTech. And according to a 2021 research study released by Plaid and the Harris Poll, the usage of FinTech has increased dramatically, from 58% usage in 2020 to 88% in 2021 – including 87% usage among Generation Z.

However, unanswered questions remain such as:

How, specifically, are Gen-Zers disrupting the financial services/FinTech space?

How do Gen-Zers have different (or similar!) expectations, usage patterns, and challenges with FinTech, relative to other generations?

What do Gen-Zers really think of crypto, peer-to-peer lending apps, payment apps, and investing apps?

As experts in financial services and FinTech market research, Zeldis is pleased to announce our upcoming FinTech thought leadership research, “FinTech version 2.0: How Generation Z is Changing the Financial Services Landscape”. In this two-phased qualitative and quantitative research study, we will uncover unique insights about the overall Generation Z landscape within FinTech, ultimately generating insights that Financial and FinTech companies can use to better target their products and services to this group.



Two 60-minute webcam focus groups with Gen Z adults

  • Explore how GenZ is disrupting the financial services space, with a particular focus on their expectations and usage of FinTech
  • Measure perceptions and usage of specific consumer-facing FinTech solutions (e.g., crypto, P2P lending/payment apps, investment apps, etc.)
  • Identify priorities and messages that resonate with GenZ to help quantify approaches Financial/FinTech companies can use to better target their products and services to this group



Follow up online qualitative survey based upon client/prospect poll


TBD based upon Phase 1 insights and client/prospect feedback regarding desire for further exploration


As always, results will be shared with the greater insights and research community at no cost once they are available. The qualitative analysis was completed in late spring and presented in a public webinar in early summer. Watch a video capture of the live webinar, or download the presentation below:


The online survey will follow in late summer and results will be presented in a public webinar in early fall.  For more information contact Amy Rey, Executive Vice President, at