the millennial shift: financial services and the digital generation

Donna SabinoSenior VP

Ipsos

The Affluent Millennial Opportunity

mil •

A F F L U E N T

ni•

IN THE 1980 S OR 1990 Sals

C U R R E N T F I N A N C I A L

S E R V I C E S L A N D S C A P E

Through the lens of Affluent Millennials

Likelihood to Try Services from a

Non-FS Brand

Affluent Millennials Are

Open to FS Offerings

from Traditionally

Non-FS Brands

55%

67%

46% 45%

5

MIL

LE

NN

IAL

S

GE

NX

AF

FL

UE

NT

MIL

LE

NN

IAL

S

AF

FL

UE

NT

GE

NX

Affluent Millennials Seek Greater

Involvement & Control in Financial Decisions

50%

46%

42%

39%

34%

49%

34%

38%

AF

FL

UE

NT

MIL

LE

NN

IAL

S

AF

FL

UE

NT

GE

NX

AF

FL

UE

NT

MIL

LE

NN

IAL

S

AF

FL

UE

NT

GE

NX

MIL

LE

NN

IAL

S

GE

NX

MIL

LE

NN

IAL

S

GE

NX

6

S O L O I S TV A L I D A T O R

M I L L E N N I A L S :

T H E S O C I A L - C E N T R I C G E N E R A T I O N

7

Affluent Millennials believe social

networks will be the hub of all their

financial information in the future1in 5

52%

26%

18%

AFFLUENT

MILLENNIALS MILLENNIALS GENXERS

VS

Seek content from financial companies on social networks

How relevant is educational content/information to you?

Millennials Find Financial Education Most Relevant

8

AFFLUENT, 79%

AFFLUENT, 67%

MILLENNIALS, 61%GENXERS, 53%

Affluent Millennials are more

interested in learning about

retirement planning on social

networks than general

Millennials (80% vs. 38%)

2x MORE

% of Affluent Users that use at least 1 social network to obtain this type of info

9

Peer opinions, thought leadership, and product reviews top content for

Millennials on social networks

P E E R O P I N I O N S

91%

53%

AFFLUENT

MILLENNIALS

AFFLUENT

GENXERS

T H O U G H T L E A D E R S H I P

89%

44%

AFFLUENT

MILLENNIALS

AFFLUENT

GENXERS

P R O D U C T R E V I E W S

81%

38%

AFFLUENT

MILLENNIALS

AFFLUENT

GENXERS

F U T U R E F I N A N C I A L

S E R V I C E S L A N D S C A P E

As Millennials envision it

11

T H E F U T U R E ’ S S O B R I G H T

F R O M M I L L E N N I A L S ’ P O I N T O F V I E W

84%Affluent Millennials

think the American

Dream is possible

73%Affluent GenXers

vs.

Affluent Millennials are more likely than

general Millennials to be confident in the

country’s economic future

2x MORE LIKELY

% AGREE: The sacrifices I make now will pay off in the future

12

Affluent Millennials Will Sacrifice Now For The Future

M I L L E N N I A L S G E N X E R S

To t a l : 5 6 %

A f f l u e n t : 7 1 %

To t a l : 4 7 %

A f f l u e n t : 5 6 %

Seize the Affluent Millennial Opportunity

A C T N O W

B U I L D D I A L O G U E

& T R U S T W I T H

E D U C AT I O N A L

C O N T E N T

WA L K T H E WA L K

13

Maya Pope-Chappell

News Editor

LinkedIn

Theresa McLaughlin

CMO

TD Canada Trust, TD Auto

Finance & TD Wealth

Marty Willis

CMO

OppenheimerFunds

Denise Karkos

CMO

TD Ameritrade

Donna Sabino

SVP

Ipsos

Laura Desmond

CEO

Starcom MediaVest Group

Leslie Gillin

Managing Director and CMO

Citi Global Consumer Bank

Bill Sullivan

Head of Global Financial Services

Capgemini

The Millennial Shift: Financial Services and the Digital Generation