Navigating tomorrow’s wallet: unveiling the distinctive financial journeys across generations

Ricardo Correia (), Tássila Lima () and Raquel Meneses ()
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Ricardo Correia: Polytechnic Institute of Bragança
Tássila Lima: Porto University
Raquel Meneses: Porto University

Journal of Financial Services Marketing, 2025, vol. 30, issue 2, No 2, 17 pages

Abstract: Abstract This study examines the distinctive consumer journeys of Generations X, Y, and Z in financial services, specifically the process of opening a bank account. We employed a qualitative approach and conducted six online focus groups with bank account holders. The findings weave a compelling narrative: Generation X, cautious in their digital approach; Generation Y, seamlessly navigating both digital and non-digital realms; and Generation Z, boldly embracing the entirety of their financial journey through digital channels. Breaking new ground, this research pioneers a fresh perspective by delving into the consumer journey within financial services from the customer’s lens, offering a nuanced understanding of the evolving consumer journey in the financial sector. Beyond the academic realm, our findings hold tangible implications for industry practitioners seeking to adapt to different generations’ diverse preferences and behaviors in their financial interactions.

Keywords: Consumer journey; Financial services; Touchpoints; Experiences; Generational cohorts; Channel preferences (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1057/s41264-025-00304-z

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