ATHENS, Ga.—Vertice AI has released a new report suggesting younger consumers are increasingly managing their financial lives through multiple apps and digital tools rather than relying on a single primary financial institution, a trend the company said could further pressure community financial institutions competing against fintechs and neobanks.
The report, “From Branches to Apps: Gen Z on Money and Banking,” was based on a live panel discussion during the 2026 Southeast Credit Union Innovation Day at the Georgia Institute of Technology’s Advanced Technology Development Center. The panel included Gen Z students from high school through graduate school discussing how they use financial apps, peer-to-peer payment platforms and digital banking tools in their daily lives.
According to Vertice AI, several themes emerged from the discussion, including growing reliance on multiple financial app “stacks” instead of a single institution, declining use of physical branches and ATMs, and increased demand for proactive and personalized financial guidance tools rather than traditional transaction reporting.
“Too much of the industry conversation about Gen Z happens without hearing directly from Gen Z,” said Mitch Rutledge in a statement. “This discussion offered something more valuable than trend speculation: an unfiltered view into how young consumers are approaching money, financial decisions, and digital financial tools.”
Rutledge said community financial institutions will need a stronger understanding of Gen Z expectations if they hope to compete more effectively with digital-first financial providers. Vertice AI said its platform uses predictive AI and behavioral data to help financial institutions identify growth opportunities, improve engagement and increase adoption of targeted products and services.