Recent research shows that the gap between financial institutions and younger consumers is about more than just products or prices, but also about language. A new US study from Reach3 Insights found that 58% of Gen Z and young millennials feel that financial brand language doesn’t match how they really think or talk about money. This points to a bigger disconnect between what institutions say and how people actually handle their finances.  

According to CPA Practice Advisor, this gap seems to be both cultural and structural, with 42% of people saying financial language feels out of touch with their daily lives and a third believing it is meant for an older generation. Many younger consumers deal with money through apps, quick transactions, and real-time choices, not just traditional banking or lending. As Leigh Admirand, executive vice president at Reach3 Insights, said, “The way financial institutions organize products doesn’t always match how younger consumers experience money.”  

The study also shows that trust and how well things work are more important than just the tone of the message. People said they care most about low fees, security, and a good brand reputation when picking a financial provider. They also value transparency and strong digital tools. But if the messaging uses too much technical or formal language, it might not connect with younger consumers, even if the products are good.  

As Admirand said, “brands need research that captures how people actually talk about and experience money.”