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New Research · Banking & Fintech · 2026

Report: 46% of Gen Z Open to Switching Banks

New ViewShift research reveals who is actually open to switching, what those customers prioritize in a bank, and what messaging frameworks actually persuades.

Banking Report
Trusted by Brand Marketers & Agencies for High-Stakes Messaging Decisions

 ViewShift Data Reveals Where Gen Z Banking Customers Are Up for Grabs 

Capture New Customers & Defend Market Share

Nearly half of banked Gen Z adults aren't loyal - they're waiting for a better offer. This report shows exactly what it takes to capture those new customers, and defend current market share.

The Switchers Worth Targeting Earn $50K+ 

The most persuadable Gen Z segment isn't who most marketers assume. Understanding their profile changes how you allocate acquisition spend.
 

The Emotional Hook & Winning Message

Adversarial messaging doesn't work with this cohort. ViewShift research identifies the emotional hook and specific message frame that drives switching behavior.
 

Think Gen Z Only Values Online Banking?

Conventional wisdom says "go digital-only." The data says otherwise. The largest segment of persuadable Gen Z bankers prioritizes physical access - a blind spot most campaigns miss.
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