This report explores how Rabobank can support young adults in improving their financial well-being through digital banking. Young adults face financial challenges such as rising debt, unpredictable income, and fragmented financial management. Despite uncertainty, they prioritize enjoying life and seek financial flexibility rather than rigid long-term planning. They also expect personalized digital experiences while valuing human connection.

Financial well-being requires balancing present enjoyment with future security. However, frequent financial stress lowers perceived well-being, and fragmented transactions make financial management harder. While young adults value independence, they prefer supportive, engaging solutions over strict financial controls.

Testing provocative banking concepts revealed that young adults appreciate financial guidance but reject intrusive or restrictive approaches. They seek clear, intuitive tools that provide support without overwhelming them.

Rabobank can strengthen its connection with young adults by improving financial visibility, reducing fragmentation, and promoting healthy financial habits through engaging, non-restrictive interactions. By seamlessly integrating financial well-being into digital banking, Rabobank can empower young adults and support their financial futures.

The financial landscape is changing as fintech innovations such as digital payments, peer-to-peer lending and blockchain disrupt traditional banking models. These advancements, combined with growing societal expectations for sustainability, are pushing banks to reshape their value chain. This raises a critical question: what does the future hold for financial services?

In this context, Triodos Bank, a sustainable bank, is uniquely positioned to lead this shift. However, it faces challenges in connecting with younger demographics, particularly Generation Z. This research aimed to explore how Triodos Bank can address these challenges and remain relevant in the changing financial landscape, guided by three research questions:

RQ1: What bold vision can redefine the role of a financial service provider in the Netherlands?
RQ2: How can this vision be translated into actionable steps that empower Triodos Bank to attract and retain younger customers?
RQ3: What reimagined interactions can be designed to engage Generation Z?

To answer these questions, the research combined desk research and generative design research, including a game to explore Gen Z’s values and aspirations. Insights from this process led to the development of a solution space for Triodos Bank, grounded in a new bold attitude for the bank: “In 2035 a financial service provider should facilitate a give & take culture, where the exchange of value goes beyond money.” This vision challenges Gen Z to rethink their relationship with financial services and the role banks play in society, answering RQ1.

Building on this strategy, three innovative services were developed to give back as a bank.
These services provide actionable steps to attract and retain Gen Z, answering RQ2.

The solutions are supported by an overarching UI principle of customizable widgets, empowering users to shape their own banking experience. Additionally, a refreshed brand image, with an updated tone of voice and graphic style, ensures effective communication with Gen Z across all touchpoints. These elements reimagine interactions, addressing RQ3.

Rooted in research and aligned with Gen Z’s values, these solutions offer a bold and actionable path forward for Triodos Bank. By addressing the needs and expectations of this generation, Triodos Bank can secure its relevance and impact for the next generation.