For decades, investing was something people “got around to” later in life—often after buying a home, starting a family, or hitting peak earning years. But the generational timeline is shifting fast.

A recent CNBC report shows that Gen Z investors are starting at age 19 on average. Millennials began at around 25, while Baby Boomers typically didn’t start until age 35. This acceleration is changing the entire wealth landscape, creating both opportunities and challenges for financial institutions that want to remain relevant.

Source: CNBC

What’s Driving the Shift?

Several factors are fueling earlier entry into investing:

• Digital access to markets. With investing apps and digital platforms, opening an account takes minutes—not weeks.
• Financial literacy awareness. Younger generations are more likely to encounter financial education content on social media and in school curriculums.
• Low barriers to entry. Fractional shares and zero-commission trades have made investing accessible without large initial deposits.
• Cultural shifts. Financial independence and wealth-building have become cultural priorities earlier in life.

For Gen Z, investing isn’t just a future milestone—it’s part of how they manage money right now.

How Gen Z Thinks About Money

Gen Z is often labeled the “digital-first” generation, but their financial behaviors go deeper than convenience. Research shows that:

• They prioritize saving early. More than half of Gen Z respondents say they’re already saving for retirement before age 25.
• They want financial control. Having access to real-time balances, trading options, and automation tools helps them feel secure.
• They are values-driven. Environmental, social, and governance (ESG) factors often influence their investment choices.
• They expect personalization. Cookie-cutter products don’t resonate. They want flexibility and choice in how they build wealth.
• They blend saving and investing. Unlike previous generations, Gen Z tends to see investing as an extension of saving, not something separate to “start later.”

This mindset means they are more willing to experiment early and expect their financial providers to keep up.

Why Community Banks and Credit Unions Can’t Wait

Community banks and credit unions have long relied on customer loyalty, in-branch relationships, and traditional products like checking, savings, and CDs. But as Gen Z and younger Millennials become the largest group of new account holders, expectations are different:

• Digital-first experience. They want everything in the same place they manage their money—mobile and online banking.
• Seamless integration. Separate logins or clunky third-party portals feel outdated and erode trust.
• Real-time engagement. Younger investors expect visibility, transparency, and control 24/7.
• Competitive options. If a community bank doesn’t offer digital investing, customers can—and will—turn to fintech apps or national banks that already do.

The next generation of account holders isn’t just comparing local institutions against each other. They’re comparing them against Robinhood, Fidelity, and Coinbase.

Embedding Digital Investing: From Optional to Essential

Offering digital investing is no longer a “nice-to-have”—it’s a strategic necessity. Institutions that embed investing directly into their online banking platforms create:

• Stronger retention. Customers are less likely to leave if their bank or credit union is also their investing hub.
• New growth channels. By meeting customers where they already are, you open opportunities for cross-sell and deeper engagement.
• Future-proof relevance. Institutions that adapt now will build lasting relationships with the next generation of wealth builders.

Embedding these capabilities transforms the perception of community banks and credit unions from “safe place to save” to “trusted partner for lifelong wealth.”

The Gen Z Digital Standard

To win Gen Z loyalty, financial institutions need to measure up to the standards set by their daily digital experiences:

• Frictionless onboarding. If it takes more than a few minutes, you’ve lost them.
• Mobile-first design. Gen Z spends more time on mobile banking apps than on desktop.
• Multi-asset access. They expect to choose between stocks, ETFs, crypto, and alternative assets—all in one platform.
• Educational support. Bite-sized, embedded education is valued as much as the transaction itself.

Meeting these expectations requires more than bolt-on solutions. It calls for technology that is integrated at the core of online and mobile banking.

How Unifimoney Helps

Unifimoney makes it simple for community banks, credit unions, RIAs, and wealth managers to offer digital investing as part of everyday banking. Our modern investing platform is:

• Frictionless. Embedded directly into mobile and online banking, so users never need to leave their primary account portal.
• Comprehensive. Supporting stocks, ETFs, crypto, precious metals, and more.
• Engaging. Designed for a younger, digitally native audience that values convenience and choice.

With Unifimoney, your institution can deliver the kind of elegant, embedded solution today’s investors expect—without building it yourself.

Final Word

Gen Z is investing nearly two decades earlier than their parents and grandparents. They are motivated by values, empowered by digital access, and unwilling to settle for clunky or disconnected financial experiences.

For community banks, credit unions, and wealth managers, the takeaway is clear: if you want to attract a younger, more digitally engaged customer base, the time to embed digital investing is now.

Contact Unifimoney today to arrange a demo and see how your institution can attract and retain the next generation of investors.