The next generation of consumers is already reshaping the way we think about money. For financial institutions, the time to evolve isn’t years away…it’s now.
Enter Generation Alpha (ages 1- 15), the true digital natives. They’ve never known a world without smartphones, streaming, or instant access to information. Now, as they begin to engage with money, they’re redefining what financial literacy, trust, and engagement look like.
We’re breaking down recent research from Caxton, who analyzed over a million transactions to show how Gen A interacts with money and technology. For financial institutions looking to build lasting relationships with the next generation, these insights are a roadmap to the future of finance.
Gen Alpha (AKA Gen A) was born between 2010 and 2024, making them the first generation to grow up entirely in the 21st century. They experienced the pandemic during their formative years, faced unique social isolation, and became the most tech-savvy generation yet. By the time they’re teenagers, most will have grown up with tablets in hand, smart speakers at home, and interactive learning all around them. ure of financeUnlike previous generations, technology isn’t something they adapted to, it is the foundation of their lives.
For Gen A, learning about money started with games. Roblox and Minecraft taught many about earning, trading, and investing before most ever saw a dollar bill. For older generations, learning and playing were two different things, but for gen A, gamification makes them one and the same.
Gen A expects financial learning to feel interactive, fun, and visual. They want to track their progress and see results instantly. Old-school lectures about money are boring to them. Instead, they want to learn by doing.
One-size-fits-all is not in Gen A’s vocabulary. If an experience, app, or even digital avatar cannot be customized, they lose interest fast. Their preferences and tastes change quickly, so they expect everything they use to keep up. For brands and banks, personalization is not just nice to have. It is the cost of entry.
Financial tools for Gen A need to be customizable, flexible, and able to recommend goals that really make sense for each user.
Traditional advertising does not work on Gen A. If insights do not come from creators, peers, or platforms they already trust, they’re tuned out. Influence flows sideways, not top-down. Caxton’s research highlights that Gen A’s purchasing power is heavily concentrated in peer-driven spaces like online gaming and digital marketplaces.
It's proof that they place trust in communities and creators who feel relatable, rather than faceless corporate voices. For financial institutions, that means partnering with trusted creators or offering community-driven experiences may be the only way to break through.
Talking about money with family is totally normal for Gen A. Many parents set up allowance apps, track savings for their kids, and set shared financial goals in the same way they'd plan a family trip. With so much tech at home, Gen A learns to collaborate when it comes to spending, saving, and goal setting.
Because of this, they expect open communication, shared controls, and lots of clarity. They want financial tools that help families work together, not just individual accounts and statements.
Passive learning does not cut it. In today’s algorithm-driven content world, dynamic and active content is the new standard of engagement. Gen A learns by experimenting, tracking progress, and showing results. They want interactive, hands-on tools that let them try, test, and apply financial knowledge in real time; whether that’s saving toward a digital purchase, experimenting with in-game economies, or using apps to track real-world goals.
To keep up, financial institutions need to rethink everything. Gen A expects fast digital services, game-like experiences, and real community. They want learning and engagement to feel natural, not like a class or a lecture.
Start with digital-first experiences that are bite-sized and fast. Build in gamified features to keep attention, and create real ways for users to connect and learn from each other. Above all else, make sure everything you offer is flexible enough to feel personal for each customer.
The numbers make it clear: Gen A is redefining finance.
Now is the time to adapt. This new generation will not wait for institutions to catch up. If your app, product, or brand can't deliver what Gen A expects, they have endless options waiting for them online.
This is the generation that learns by playing, personalizes everything, listens to creators, partners with family, and dives in headfirst. If you want to build lasting relationships, you have to start thinking more like them.
The future is here, and Gen A is already shaping it. Their approach to money, learning, and digital life is changing what everyone else will expect, too
At Zogo, we see Gen A’s financial journey as an opportunity. Our platform is gamified, personalized, and built to make financial education fun and effective. By blending learning with play, encouraging customization, and offering hands-on engagement, Zogo is designed for the next generation of financial pros.
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