/Playbook
Financial Behaviour of Gen-Z
A human-centered approach to understanding and shaping the financial behaviours of India’s most influential generation.
Project Overview
As Gen Z reshapes the financial landscape, their approach to credit, savings, and investments is evolving. This project uncovers their behaviours, needs, and expectations—helping institutions design hyper-personalised, trust-driven solutions.
Market Study
Why Gen-Z Matters?
382 mn
Gen Z population in India in 2025, making them the largest generational cohort in India’s history
27%
Gen Z’s representation of India’s overall workforce
32%
of total digital payment transactions (by volume) in India are driven by Gen Z
₹ 3.5-4 tn
in retail lending was availed by Gen Z in India in FY24 alone; still 80-85% of the Gen Z are not credit-active
Our Approach
DISCOVER
The Discover Phase of the research follows the globally established ‘Extremes and Mainstreams’ approach, ensuring we capture a wide spectrum of financial behaviours among Gen Z rather than solely focusing on the average consumer, we deliberately recruit extreme users—those with highly distinct financial habits.
DEFINE
The ‘Define’ phase translates raw data into actionable insights by identifying patterns, themes, and opportunity areas from Gen-Z’s financial behaviours and preferences. Through synthesis techniques like affinity mapping, pruning, and validation, we distilled qualitative findings into clear problem statements and personas, ensuring our solutions address real user needs and are scalable for broader impact.
DESIGN | DEVELOP | DEPLOY
Coming Soon
Stay tuned as we bring ideas to life. Watch our process in action!