TRENDS AND INSIGHTS Reimagining everyday banking for the next generation 

Picture this: you’re choosing between two banks. 

One feels outdated and reactive. The other delivers a digital journey that’s proactive, personalised, secure, and seamless. 

Which would you choose? 

For most people, the answer is obvious. Customers today expect their bank to anticipate needs, simplify daily tasks, and add real value. 

70% of European consumers prefer digital channels over in-person banking¹. Mobile banking now plays a key role in how people manage their money, from checking balances to managing subscriptions.  These expectations are only intensifying as younger generations set the tone for what “good” looks like. 

Gen Z expect better banking – and won’t hesitate to switch

46% of UK Gen Z already use third-party money management apps². They’re increasingly willing than ever to move their money when banks fall short. And their list of expectations  is long: 

• Full visibility and robust security

• Customisable alerts and intuitive interfaces

• Tools to manage budgets, subscriptions, and spending

• Instant card controls

• …and more.

But it’s not just about features – it’s about how everything connects to create a smooth, secure and trusted experience. That’s the new standard banks are judged against.

From expectation to opportunity

The opportunity for banks is clear, create a digital ‘home’ for customers: one place where they can manage all of their money effortlessly and securely.

Banks that get it right enjoy deeper engagement, stronger loyalty, and reduced costs. But legacy systems often get in the way – slowing innovation and limiting personalisation.

Meanwhile, the leaders are investing in flexible foundations: 

• Cloud-native processing 

• Modular APIs 

• Open banking integrations 

These tools are designed to support real-time personalisation, faster innovation, lower friction, operational resilience and reputational safety.

Turning technology into trust

The good news is modern banking tools aren’t just for the biggest players. They’re within reach of every financial institution, regardless of size, budget, or customer base.

What separates leaders isn’t the technology itself, but how they use it. Smart notifications, instant card replacements, and helpful spending insights all show customers their bank understands them and acts in their best interest.

Your next step forward 

Visa’s latest Issuing Solutions guide explores how a modular, cloud-based approach can help banks and fintechs avoid disintermediation, while enabling the transformative experiences customers truly value. 

Download the full guide

¹Market Data Forecast, Europe Digital Banking Market, March 2025;  

²Consumer research was conducted by Censuswide on behalf of Visa’s open banking platform Tink in May 2024 amongst a nationally representative sample of 2,010 consumers aged 16+ in the UK. Censuswide abides by and employs members of the Market Research Society and follows the MRS code of conduct and ESOMAR principles. Censuswide is also a member of the British Polling Council.