# Trust shift: Gen Z is ready to bank with non-traditional firms

50% of younger users today don't have a bank account with a traditional bank. Learn how top brands are using embedded finance to increase engagement and boost revenues.

For the most part, the incumbent banking industry hasn’t figured out how to really talk to this generation. That leaves a massive, $300-billion-in-spending-power opportunity for brands to service Gen Z. It’s very likely that some of the winners of Gen Z’s financial loyalty will not be traditional financial institutions, but brands that decide to embed financial services into their existing offerings.

Embedded finance offers brands an opportunity to differentiate themselves, more deeply engage customers, solve their constituents’ problems at the point of pain, and increase revenues.

Download the whitepaper to learn more about​:

- What Gen Z really is looking for from financial service providers
- How traditional banks and payments firms are missing the mark with today's consumers
- 4 different opportunities to service Gen Z with BaaS
- How brands have an opportunity to win the hearts and minds of younger generations

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