The Challenge
Investment management firms were invisible to Gen Z. Despite high desire to save, 44% didn’t know where to start and less than half were financially literate. The generation perceived traditional institutions as old and extractive, turning to TikTok instead.
The Work
We deployed our proprietary Tribes methodology across five markets, combining digital analysis of 371,716 individuals with qualitative research. Rather than a monolithic generation, we identified four distinct mindsets. Pragmatists (41%) pursued traditional milestones but doubted their accessibility. Hackers (16%) gamed the system through crypto. Bon Vivants (30%) prioritised experiences over saving. Idealists (12%) balanced values with security. Each required fundamentally different approaches.
The Impact
The framework sized each mindset and mapped their needs, platforms, and codes. Financial advisors could now tailor approaches across segments. As Gen Z investing surged sixfold from 6% to 37% between 2015-2024, the insights positioned our client to capture a generation whose spending power is projected to reach $12.6 trillion globally by 2030.
