Credit unions often ask how they can better engage younger members. The answer may be simpler than many realize: understand how Gen Z thinks about money and investing.
As a member of Gen Z, I've grown up with unprecedented access to financial information, educational resources, and investing platforms. My generation can learn about a financial product on social media, research it online, and open an investment account in a matter of minutes.
When I first started investing, my goal was simple: make as much money as possible. As I've gained experience, however, I've realized that accessibility plays a much larger role than returns alone. My generation expects financial tools to be available where we already manage our money. The easier it is to learn, save, and invest, the more likely young people are to take that first step toward building wealth.
Understanding that mindset may be one of the biggest opportunities credit unions have to connect with the next generation of investors.
From first paycheck to first investment
I got my first paycheck at 15 when I started lifeguarding at my local pool. At first, I had no idea what to do with my income besides spend it. I wanted to find a way to not only save my money, but also help it grow. I asked my family how to get started investing and I opened my first investment account.
In the early stages of my investing journey, I struggled to understand which opportunities to pursue and what kinds of decisions carried greater risks. This lack of clarity motivated me to join my high school’s Investment Club so I could educate myself and discuss investing with my peers. It was here that I began to grasp many investing concepts and even went on to become a board member and leader in the club.
One thing I learned during this time is that many young people, like myself, want to invest, but often don't know where to start. Having trusted organizations, educational resources, and accessible tools available can make all the difference in helping someone take that first step.
How I learn about investing
Today, at 18, my understanding of investing has grown tremendously. As my confidence has increased, so has my approach to making investment decisions. Rather than chasing trends or investing based solely on what I see online, I spend time researching companies before committing.
I evaluate stock trends, financial data, and analyst perspectives using platforms such as FINVIZ and Yahoo Finance to identify potential risks and rewards. My research extends beyond specific firms to include global and domestic developments that impact the market.
However, I have noticed that a single major factor typically dominates the investment choices made by many in the Gen Z demographic; social media.
The role of social media in Gen Z investing
One of the most common ways Gen Z learns about financial products today is through platforms like TikTok, Instagram, and YouTube. These platforms have evolved beyond entertainment and become sources of information about investing, personal finance, market news, and economic trends.
My own introduction to the Roth IRA came through TikTok. What started as a short video led me to research the topic further, understand the benefits, and ultimately begin contributing to a Roth IRA. Starting early has allowed me to focus on long-term financial stability, even though my retirement is still decades away.
This experience reflects a broader trend among my generation. Social media often serves as the first touchpoint for financial education, sparking curiosity and introducing concepts that many young adults may not encounter elsewhere. However, while social media can inspire action, it isn't necessarily where trust is built, nor is it always reliable.
Many young investors still look to the credit unions where they already keep their money for credibility, security, and guard rails around investing. They want the convenience of digital tools, but we also want confidence and support in making informed investing decisions.
The challenge is that when investing isn't available within the same place we manage our everyday finances, many of us turn to third-party apps to fill that gap. For credit unions, this presents an opportunity to meet younger members where they are and become a trusted partner in their investing journeys from the very beginning by providing education and access.
What credit unions can learn from Gen Z investors
As a Gen Z investor, I've learned that getting started is often the hardest part. Once someone takes that first step, investing becomes less intimidating and more empowering.
The next generation isn't waiting until their thirties or forties to think about building wealth. We're learning about investing in high school, discussing it on social media, and opening accounts while we're still teenagers.
Credit unions have an opportunity to be part of Gen Z’s journey. By combining financial education and accessible investing tools, they can help young members build lifelong financial habits—and build stronger relationships in the process. Partnering with forward-thinking fintechs like InvestiFi can help make this possible by enabling embedded investing experiences directly within digital banking, allowing members to invest where they already manage their everyday finances.
For Gen Z, investing is becoming a natural extension of everyday money management. The institutions that recognize that shift will be best positioned to serve the next generation of investors.
