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New Research · Banking & Fintech · 2026

Your next Gen Z customer is already thinking about leaving their bank 

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

 
What's In The Report:
46% of banked Gen Z open to switching

Banked Gen Z adults are open to switching providers not out of frustration... no one has made  a compelling case to stay.

$50K+ (The signal most campaigns miss)

The most acquirable Gen Z segment skews mid-to-higher income - and that number will increase as their careers develop.

86% (The physical branch blind spot)

Switchers value a nearby branch – an eye-opening statistic for a generation known as digital natives.

Optimists vs. Loyalists: The messaging split

See who responds to aspirational gain messaging vs. who requires long-horizon trust-building.
Trusted by Brand Marketers & Agencies for High-Stakes Messaging Decisions
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