Finfluencers and Next-Gen Tech: Bridging Tradition and Innovation in Financial Services for Gen Y and Z 📲
This week’s Espresso is a more thought-provoking back-to-basics, conversational read. First, we look at how Finfluencers are opening the door to Gens Y and Z, digitising traditional long-standing building societies and unlocking customer-led value, which is easier said than done!
Finfluencers are everywhere, turning finance into quick, catchy bites that make money talk cool for Gen Y and Gen Z. These social media stars have done something big: they’ve made finance accessible and interesting for younger audiences.
But here’s the kicker—while Finfluencers get the conversation started, there’s a huge opening for financial advisers to step in and bring in real, regulated, structured advice.
Here’s how…..
Finfluencers Are the Spark—You Can Be the Fire 💡
Finfluencers are like the hype crew, getting young people excited about budgeting, investing, and more. But simplified, bite-sized tips can miss out on crucial details. This is where you, the financial pros, come in.
By teaming up with Finfluencers or offering complementary advice through FinTech, you can turn that initial interest into real, informed action. Think of it as turning curiosity into commitment—no filter needed.
Authenticity Is Currency ⚖️
Gen Y and Gen Z value transparency and authenticity, and they can spot a hard sell from a mile away. They want advice they can trust. So, while Finfluencers may have to juggle brand deals and promos, financial firms can be the trusted voice in the room.
Use cutting-edge FinTech tools to deliver honest, no-fluff insights, offering a solid alternative to the sometimes murky world of sponsored advice. Be the reliable guide that helps them make smart moves—no hidden agenda.
Blend the Fun with the Facts 👀
Let’s face it, Finfluencers have made finance fun. But you’ve got the chance to add the depth that only real experience and data can bring. Using mobile-friendly WealthTech, financial firms can create engaging, interactive content that’s as easy to digest as a Finfluencer’s post but packed with substance.
You’re not just giving them tips; you’re giving them tools. Imagine their excitement when they can track their goals, get insights, and see progress in real-time—all with a tap.
Be the Reliable Alternative in a Noisy World 🔎
As more people turn to unregulated social media advice, financial services can be the safe, steady option that stands out. Regulators are paying attention to Finfluencers, and as the rules evolve, financial firms have the chance to show up as the regulated, dependable option.
Pair that with slick, user-friendly FinTech, and you’re offering the security Gen Y and Gen Z want—without sacrificing the excitement.
The bottom line…..
Finfluencers have cracked the Gen Y and Gen Z door wide open, and financial advisers have a golden opportunity to step in and add real (regulated) value.
By combining trusted, transparent advice with the excitement of FinTech, financial firms can meet younger clients right where they are. So, take that hype and turn it into something lasting, something trusted, something big.
Building societies are known for that in-person, “let’s sit down and chat” vibe. But going digital doesn’t mean losing the human touch. With tools like AI-powered insights and super-friendly apps, building societies can make online experiences feel like a virtual coffee chat.
👉 Friendly alerts that actually help—like nudges/reminders about new benefits.
👉 Proactive help (think: “we’ve got a suggestion” before you even ask).
👉 Easy, welcoming platforms that don’t feel like work to navigate.
Next-Level Personalisation: No Cookie-Cutter Advice Here! 🔍
Let’s be real—people want financial advice that’s for them, not just generic tips. Thanks to AI and data analytics, building societies can offer advice that feels tailored to each member, like having a financial buddy in your pocket.
Meeting New Clients Where They Live—on Their Phones! 📲
Younger members want quick, digital, no-fuss experiences. So why not give them a building society that lives up to their “on-the-go” expectations? By embracing mobile-first tech, building societies can stay super relevant for the next generation.
If it’s fast, simple, and smart, Gen Y and Gen Z are on board.
Keeping It Trusty with Top-Notch Security 🔐
Building societies are loved for their stability—no one wants that to disappear in the digital shift. With next-gen security, they can keep that trust factor strong, even in the online world.
So what does this all mean?
Next-gen tech isn’t just about upgrading; it’s about making sure building societies stay true to their roots while meeting modern expectations.
With a smart mix of tech and tradition, building societies can keep that friendly vibe, meet younger members where they are, and make the digital experience feel just as warm and welcoming. 🤗
“Customer-led value” sounds like a no-brainer, right? Just put customers at the centre, tune into their needs, and build loyalty along the way. 😊
But if you’re in financial services, you know it’s a bit trickier than that. Turning the customer-led dream into reality takes more than good intentions—it takes agility, deep listening, and a bit of a mindset shift.
So, where do the real challenges lie?
The Mystery of the Moving Target 🤔
Customers are like the weather—they change fast and often. Today’s must-have feature might be yesterday’s news by the time you roll it out. Staying ahead of shifting customer needs means going beyond the usual surveys and feedback forms.
It’s all about creating a continuous loop of feedback, adapting quickly, and knowing when to pivot to keep up with what customers actually want—no “set it and forget it” allowed!
Product Pushers to Problem Solvers 🛠️
The old-school way was all about selling products and meeting quotas, but here’s the thing: customers don’t care about your product lineup. They care about solutions that make their lives easier.
Shifting from a product-centric approach to a problem-solving mindset means rethinking what you’re offering and asking, “Is this making a real difference for our customers?” It sounds simple, but it’s a total 180 for most teams.
Keeping Personalisation Fresh, Not Forced 🔥
Customers don’t just want “personalised” greetings; they want advice and solutions that feel relevant to their lives right now. But with preferences constantly shifting, staying relevant is no easy feat.
Keeping personalisation fresh means adapting with the customer and letting go of the one-size-fits-all data playbook. It’s about dynamic, real-time adjustments that don’t just check a box—they make customers feel genuinely understood.
Getting the Whole Team on Board—Yes, Everyone! 🤝
A customer-led approach only works if the entire organisation is aligned, from frontline staff to the C-suite.
That means breaking down silos and creating a unified vision where every team is focused on adding value for the customer, not just hitting department-specific targets. It’s a team effort, and it takes a commitment from every level to get right.
Building customer-led value isn’t a one-time project….
It’s an ongoing commitment that demands flexibility, coordination, and real listening. For financial services, it’s a big shift, but one that pays off. When customers feel truly valued, they stick around, and that’s a win-win worth the effort. 🎉
After looking far and wide, this week we are focused on Finfluencers, digitising mutuals and unlocking real customer led value - which of these insights caught your eye? Don't miss out on our Espresso Break! ☕
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