Bridging Gen Z’s First Steps into Adulting, and How Brands Can Assist

Walking through Soho recently, I stumbled across something I didn’t expect from a bank: an eye catching pop-up called The Book Nook, created by Monzo Bank. Inside wasn’t the typical sales pitch. Instead, they offered ‘The Book of Money’: a jargon-busting guide designed to help people make sense of their finances. Simple practical advice at a time when Gen Z faces some of the toughest financial headwinds in decades. I was impressed.

Because that’s exactly the kind of relevant move financial brands should be making: going beyond transactions to provide tools, confidence, and comfort in navigating the big scary world of money. At Eighteen24, this resonates deeply with our mission: “To connect Gen Z students with the brands they love, and need to get to know”.

For most students, university marks the debut of independence: setting up bank accounts, buying insurance, arranging utilities, direct debits and tariffs. It’s a lot. Whilst navigating bureaucratic must-dos like TV licences and bills. It’s all too easy for students to slip up, and it’s expensive when they do. The Monzo pop-up experience spoke into a void many Gen Zs are navigating:

• Only 26% of 18–21-year-olds received any financial education at school: 4 million left without essential skills. (Santander)
• Just 45% of students feel confident managing money; more than half don’t understand even savings basics. (Current Account Switch)
• 63% of Gen Z have felt judged or embarrassed about how they handle money. (HSBC)
• 5 million Gen Zs (16–27) haven’t saved anything in the past two years. (YBS)

These aren’t marginal gaps, they’re systemic cracks.

Every Freshers season we see the financial sector's brand campaigns offering free cash, vouchers, or extended overdrafts. These perks get sign-ups, of course, but too often, the effort ends there.

What if brands invested in more hands-on initiatives? Budgeting tools linked from campus screens via QR, financial workshops, simple guides to overdrafts, late rent, or direct debits. Things students will use, not just a voucher they redeem once and forget. Freebies of course drive attention, but Education delivers loyalty. And in financial services, loyalty means all important lifetime value.

Students juggle bills, licences, loans and savings, and they need more guidance. The stats don’t lie. Low confidence + knowledge gaps = urgent need. In the battle between free swag vs. lasting trust, it's ongoing education that will win and build enduring customer relationships. Student Gen Z doesn’t only want to hear from cool brands. They respect practical life assisting brands too, who step up when life gets complicated. Monzo’s Book Nook pop up struck a powerful chord because it was all about clarity, kindness, and confidence. The takeout here: brands that bring real value beyond overdraft limits will be the ones Gen Z bank with, believe in, and stick with.