Rebranding Wealth: Connecting with the New Investor Class

Millennials will inherit trillions from their baby boomer and Gen X parents, likely making them the wealthiest generation in history. However, they’re not looking for a traditional approach to money management. Financial Services brands must invest in understanding two defining traits of this new investor class:

1. 83% of millennials want to work with brands that align with their values — ones they can feel good about — which means Financial Services brands need to create an emotional connection to engage this new investor class.
2. A recent CNBC report reveals that millennials feel less financially comfortable than their parents due to a “phantom wealth” phenomenon. Despite the promise of quadrupled wealth, this generation is navigating higher student loan debt, mortgages, car payments, and childcare costs than those that preceded them. Effective financial messaging must balance immediate financial wellness with future wealth building.

So, where do we start?

Know Your Audience First. Then, Tell the Story.

A memorable brand story starts by listening closely to what your audience truly cares about. Who are they? What keeps them up at night? What are their hopes and goals? In the case of millennials, the answers are clear.

They care about:

• Price and Performance: Show them the value.
• Products and Services: Offer something that speaks to their unique needs, whether they are value-driven, quality-driven, or image-driven consumers.
• Brand Perception: This is about trust and reputation, built from delivering on promises. According to this Deloitte Digital report, 80% of B2C leaders believe their customers trust their brand — but only 52% of consumers report that they actually do.
• User-Friendliness: Millennials are highly engaged online and use what they see to inform their purchasing decisions. Ensure your digital presence is user-friendly and informative.
• Transparency and Trust: Clearly communicate product details, fees, and benefits to build trust with a generation that values honesty and openness. Trust delivers a higher ROI, with 57% of consumers prepared to pay more to work with a trusted brand.
• Social Responsibility: Show your commitment to social and environmental causes since many millennials prefer brands that align with their values.
• Peer Testimonials: Encourage satisfied clients to share their positive experiences, as millennials heavily rely on peer reviews and recommendations when making decisions.

But there’s one thing that rises above all else: Customer Experience.

52% of customers will switch to your competitor after one bad experience, according to a recent Zendesk CX Trends Report. Your customers want to know that their financial partner has their best interests at heart — not just today, but for the long haul. So the messaging needs to reflect that you’re not just here to manage their money; you’re here to help them create the future they’ve always dreamed of.

Focus on “The Now” For a Standout Brand

Much of the industry uses phrases that promise to “help you retire comfortably” or “align your wealth with your life,” which appeals to an older audience, not to millennials. The messaging may be aspirational but not relevant to the millennial investor’s goals to enjoy their ideal life right now. Instead of framing your brand solely around helping consumers reach far-off financial goals, tell a story showing how those goals can align with living their best life today — and clarify that the two aren’t mutually exclusive.

Flipping your message is only one part; you also need to offer products that meet millennial needs right now. A study by fintech company Vodeno found that 50% of millennials ages 25-34 will only stay loyal to brands that offer financial benefits and incentives like buy now, pay later (BNPL) and cashback. Along with wanting messaging focused on their current needs, millennials want financial products that offer them the financial flexibility to enjoy their lives.

Make Your Story Unforgettable

To connect with today’s audience, your brand’s story needs to do more than inform them about your products and services — it must inspire, engage, and resonate on a personal level. Focus on building a narrative that taps into these three areas:

Make it holistic

Don’t focus solely on traditional metrics. Instead, tell a more comprehensive story about your audience’s financial health, including saving habits, spending patterns, and debt management. By shifting the narrative to focus on the full spectrum of your consumers' financial journey, you can create deeper connections with them. Their lives consist of more than credit scores or retirement plans; consumers want the financial brand they work with to understand that.

For example, global investment company Abrdn found in their audience research that 54% of consumers believed that investing their money could positively impact the world. Abrdn applied these findings to their brand story, creating a marketing campaign focused on the societal returns on investment, not just the financial benefits for the investor. One video in the campaign focused on advancements in robotics and prosthetics technology. Specifically, it looks at how investments in robotics research and development are helping one father create a fully functioning prosthetic arm for his son, making the video a moving piece of storytelling for the brand.

Make it data-driven

Using data as a narrative tool is one of the most effective ways to present complex financial information in a relatable way. By leveraging insights from data to create evidence-based narratives that resonate with millennials, you can build trust while differentiating your story from competitors.

Personal finance management company Mint, for instance, became a millennial favorite by visualizing user financial trends in ways that were both personal and engaging. One example is its "Millennials and Charity" infographic, which showcases how millennials give back in record numbers. By turning user data into stories of empowerment and social impact, Mint demonstrates the potential of data-driven storytelling to build deeper connections with audiences.

Make it visual

In an industry bogged down by jargon and acronyms, visual storytelling makes stale financial vocabulary more easily digestible for consumers. Incorporating infographics, videos, interactive content, or other visual storytelling techniques can simplify complex financial investing concepts, reducing friction and allowing your audience to more easily engage with your brand story.

Take a cue from Vancity, a Canadian credit union that combines compelling narratives with multimedia storytelling to connect with its audience. For example, one campaign used animation to illustrate how banking with Vancity helps fund affordable housing projects and support local communities. The combination of social responsibility and visually dynamic content makes Vancity’s messaging both memorable and inspiring.

Why These Examples Matter

Each of these brands understands that today’s millennial investors aren’t just looking for services — they’re looking for partners who align with their values and aspirations. These companies use personalized storytelling, digital-first solutions, and value-driven branding to create experiences that resonate deeply and are refreshing compared with traditional banking institutions.

Financial firms that embrace these approaches can move beyond being service providers to become trusted allies in their clients’ journeys toward a better future.

A Brand Story That Connects

By centering your financial brand’s narrative around your audience’s dreams and values, you have the opportunity to do more than just offer a service — you can become a trusted partner in helping current and future high-value millennials live the lives they desire.

Don’t miss this chance to connect with the new investor class. Reaching this growing customer base now means rethinking your brand approach to truly align with their beliefs, values, and aspirations. In an industry where emotional connection and loyalty are as valuable as the bottom line, the brands that resonate on a deeper level will be the ones that thrive.

Connect with our Brand & Experience Design team to learn how we can deliver a digital experience that engages new customers in meaningful ways.