Forget everything you know about financial marketing.
Today’s under-35s want a coach, a classmate, or a creator who sounds like someone they’d actually follow.
From TikTok side hustles to creator-led investing tips, this report decodes how Gen Z and Millennials are learning about money and what financial services brands need to do to earn their trust, time, and loyalty.
- Only 28% of financially insecure Gen Zs report feeling happy. Financial empowerment is emotional.
- Our highest-viewed branded example, a Sweepstakes & LTO spot, drove 8.4M views. But the formats that audiences remember and trust most is edutainment, creator-led storytelling, and emotional finance content.
- Only 1% of under-35 investors came from Ivy League schools. 54% came from Tier 4. This generation is
self-made.
Who is this report for?
This is essential reading for:
- Financial Services marketers trying to cut through
the scroll. - Creative teams building branded content that actually lands.
- Product and UX leads designing money tools that feel native to this generation.
- CMOs & brand strategists seeking loyalty from a notoriously skeptical audience.
Whether you’re a startup, a legacy bank, or somewhere in-between, this guide shows how to meet the new investor class where they are and grow with them.
What You’ll Learn:
- Relatability Beats Authority,
Under-35s trust people, not platforms. Creators like Your Rich BFF, BreakYourBudget, and Her First 100K dominate financial influence by relatable teaching. - TikTok Is the Finance Classroom Now
Short-form explainers, budgeting hacks, and viral storytelling lead the way, with TikTok affinity at 99.9% among the under-35s finance audience - Content That Converts? It’s Emotional and Educational
Top-performing themes include:- Millionaire Challenge videos (4.8M views)
- Extreme Spending Stories (“She drained her 401k to buy a PC”)
- Wealth Psychology & Habits content that inspires and teaches
- UX That Teaches Wins
Platforms like Wealthfront and M1 Finance win on retention. High stickiness and long visit durations come from coaching UX. - Finance Is Now Identity Content
Money talk lives alongside fashion, skincare, and mental health. This audience scrolls for clarity so financial brands must feel as seamless as a lifestyle brand.
Ready to win the trust of Gen Z investors?
Download the full report for strategic insights, real platform data, and content examples you can swipe for your own roadmap.
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