Marketing to millennials: Time to rethink personalized banking for the next generation

Well before the pandemic drove online adoption, the consumer shift toward a digital, personalized banking experience was on an upward trend. For financial institutions looking to capture the millennial and Gen Z demographic, it’s increasingly important to rethink card member acquisition approaches and prioritize automated, hyper-personalized programs. In this Arizent Leaders forum interview with American Banker editor John Adams, American Express vice president of enterprise referral marketing Jean Castanon will discuss the company’s Member-Get-Member program – its largest consumer acquisition channel with 79% of referrals bringing in millennial and Gen Z card members. Castanon will also discuss key takeaways on how financial institutions can implement sophisticated technologies that will help them attract a younger generation of customers and thrive in an increasingly competitive landscape.