The news: Chase has rolled out new products and redesigned some existing ones to better meet the specific needs and preferences of Gen Zers in hopes of securing their deposits, per PYMNTS. 

Zoom in: Chase’s strategy includes:

1. No-fee checking for customers 17 to 24: Chase Secure Banking waives monthly fees and has no overdraft fees, because users can only spend available funds.
2. No-fee savings for customers under 25: Chase Savings waives monthly service fees for younger customers.
3. Early credit building: Freedom Rise is positioned for people new to credit, and Credit Journey helps explain credit scores and drivers.
4. App redesign for Gen Z behavior: This includes faster access to transactions; a redesigned wallet; prominent Zelle; easier external account linking; monthly spend views; and personalized prompts to save, spend smarter, build credit, and manage payments.
5. In-branch financial education: Chase paired digital tools with Money Skills modules, workshops, and its branch network—positioning itself as “digital-first but not digital-only.”

Why this matters: According to EMARKETER’s “US Consumer Banking Habits” survey, Gen Z’s top priorities fall into four buckets: access (ATMs and branches), service/trust, cost (fees), and digital experience. Chase has built a strategy that hits all four.

• ATMs/branches: According to Bankrate, Chase has one of the largest ATM networks in the country, addressing Gen Z’s top priority. It also offers the hybrid experience Gen Zers crave, with in-person, expert support when they can’t solve their issues with self-service. 
• Service/trust: Chase goes a step further than many banks by combining digital tools with credit-building products and financial education, aligning with the importance of customer service according to EMARKETER’s “US Consumer Banking Habits” survey.
• Cost: Its checking and savings products marketed to customers under 25 are designed specifically so users can’t rack up fees, keeping costs low.
• Digital experience: The app redesign, wallet, Zelle integration, and financial management tools map cleanly to Gen Z’s expectation of mobile-first banking. 

Implications for banks: Chase isn’t taking its hold with Gen Zers for granted. According to EMARKETER research, it’s the No. 2 bank among Gen Zers and millennials, behind only Bank of America. With its comprehensive changes targeted at winning Gen Z’s loyalty—improving in many categories that gave Bank of America its edge among younger adults—Chase could inch closer to first place.

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