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Our seventh annual study reveals which of the 15 biggest US banks lead in mobile app innovation—a significant factor in attracting mobile-forward Gen Z—based on an exclusive survey of which features 1,895 mobile banking users value most.

Our eighth annual study reveals which of the 10 largest US banks lead in mobile app innovation, based on an exclusive survey of which features mobile banking users value most.

Just 39.6% of US Gen Z mobile banking users feel comfortable saving for the long term given their financial situation, per our September 2023 survey.

The number of Gen Z mobile banking users will reach 33.7 million in the US this year and continue to grow at a compound annual growth rate of 12.4% through 2026, per our forecast.

Only 25% of mobile banking users oppose banks using their data, while most welcome tailored offers and advice, per our September 2024 US Mobile Banking Emerging Features survey. Banks that give customers control over their data can transform data consent management into a competitive advantage, while still collecting the information needed to personalize offerings for customers.

The news: US Gen Zers’ rising interest in financial independence is driving them to favor banking websites over beauty, gaming, or news websites, according to our industry KPI data provided by Comscore. The number of unique visitors ages 18–24 to banking industry websites grew from 15.0 million to 15.7 million between January and June 2025. Other industries saw a drop in unique visitors of that age bracket over the same period. Our take: Financial institutions (FIs) must adapt their strategies to align with Gen Z's priorities and behaviors, because their competitors clearly have.This will require them to rethink the user experience, shift from products to value, and embrace socially native communication.

Our exclusive survey, conducted in partnership with MoEngage, reveals how financial services leaders are turning to data and AI to protect relevance, fuel engagement, and unlock growth.