There has been a shift in the financial services and the fintech scene in APAC, especially with the acceleration of e-commerce, occurring on two fronts: a shift of existing products, services, and retailers to online, and a surge in digital-only or digital-first products, services, and retailers.
Today, the region is home to over 6,000 fintech start-ups and fintech innovation and there are no signs of slowing down. Fintech’s appeal for millennials and Gen Z is undeniable. After all, it’s the unique traits of this younger generation that have played a part in the progress and evolution of the finance industry.
The Generations Embracing Fintech
This acceleration of e-commerce is occurring on two fronts: a shift of existing products, services, and retailers to online, and a surge in digital-only or digital-first products, services, and retailers. It is now more evident that our marketing efforts should take these generations into consideration, and focus on how to appeal to them.
Top Trends in Fintech
Trend 1: Buy Now Pay Later (BNPL)
The pandemic left millions of consumers unemployed and financially insecure, and in need of greater flexibility with their purchases. On the other hand, many consumers actually paid off debt during the crisis, making interest-free BNPL solutions an attractive alternative to racking up another high credit card balance, with interest and long-term debt.
42% of Gen Z and 69% of Millennial shippers say they are more likely to purchase items if a BNPL service is provided
Trend 2: Digital & Neo Banking
Technology has transformed the way we conduct financial transactions and ‘one click does the trick’ has never looked more appealing, especially for millennials and Gen Z. This trend’s primary draw is accessibility.
According to a recent report, research showed that 3 out of 5 customers in APAC were willing to make the switch to neo banks and other digital challengers.
Virtual banks are particularly popular among millennials and Gen Z for these reasons:
- 24/7 access and customer support
- Advanced web technology and mobile friendly experiences
- Environmentally friendly thanks to paperless statements while a virtual presence means there is no need for physical operations
Trend 3: Robo-advisory
While some may argue that fintech companies are big contributors to debt, they do also play a part in helping the younger generation save and invest their finances. Apps like Acorns, Stash and Robinhood have done what traditional financial advisors failed to do – simplify investing, budgeting and saving.
According to a recent survey by Vanguard, millennials were twice as likely as young baby boomers to consider using a robo-advisor for investments, a service that has traditionally relied heavily on trust and human touch.
The ease of use, convenience and affordable fees offered by these solutions are attractive alternatives to low-interest savings accounts for those who prefer to employ a “hands-off” approach towards investing.
Want more guidance for your fintech marketing plan? Download our free guide or get in touch with our team to find out more about our strategic marketing services.
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