Jecintha Archana John
she/her
Redefining Investment Banking for the Digital Age: Engaging Gen Z and Inheritors
Imagine this: $84 trillion is about to change hands by 2045. Traditional wealth management isn't resonating with the new generation – Gen Z and inheritors. They crave engaging content and a seamless digital experience. This project, in collaboration with Accenture The Dock, addresses this challenge head-on by redefining investment banking for the digital age.
We conducted extensive research to identify the content that captures Gen Z’s attention and analyzed the innovators disrupting wealth management. Through field studies, including street research to gauge public understanding of investment banking terms, we gathered valuable insights into the knowledge gaps and preferences of the younger generation.
Our findings, supported by Accenture's expertise in digital transformation and financial services, will help traditional firms navigate this new landscape. We aim to offer strategies to create compelling digital content and identify key industry leaders. This project seeks to bridge the gap between traditional wealth management practices and the evolving expectations of the next generation of investors.
Research
Flash cards with investment banking terms with meanings on the back of the cards
Conducting street research by presenting investment banking terms to gauge public literacy and awareness
Explaining investment banking concepts