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 hybrid qualitative/quantitative research project, 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.

  • Explore how GenZ is disrupting the financial services space, with a particular focus on their expectations and usage of FinTech
  • Understand how GenZ differs from older generations on expectations, usage, and challenges in the financial space
  • 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

Two exploratory, 60-minute webcam focus groups with Gen Z adults

A 15-minute online survey with 1,000 respondents to quantify and measure the above objectives:

  • 500 adult Gen Z respondents (18-25), reflecting the general population
  • Oversamples of 100 GenZ who own crypto and 100 GenZ who use an investing app like Acorn or Robinhood
  • 100 Millennials, 100 Gen Xers, and 100 Boomers for comparison purposes

As always, results will be shared with the greater insights and research community at no cost once they are available. The qualitative analysis will be completed late spring and presented in a public webinar. For more information contact Amy Rey, Executive Vice President, at