FITC was established in 1981 as a Limited by Guarantee not for profit professional services organisation, based on the Company’s Act of 1968. It was created in response to the recommendations of the Pius Okigbo Committee, which was set-up by the Federal Government of Nigeria in 1976, to review the Nigerian financial system. FITC’s Institutional Members are members of the Nigerian Banker’s Committee, comprises of the Central Bank of Nigeria, the Nigeria Deposit Insurance Corporation and all licensed banks in Nigeria.
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Millennials and Generation Z constitute a high percentage of the total population in Nigeria. According to 3 United Nations (2021), Nigeria’s population is estimated to be around 201 million, out of which Millennials and Gen Zs constitute more than half of this population. This population is the most active segment of the Nigerian populace and they possess unique attributes and behaviours towards financial services. The potential in this market has not been fully explored by Nigerian banks and there is growing competition from non traditional financial institutions for this huge market. FITC’s Institutional Members are members of the Nigerian Banker’s Committee, comprises of the Central Bank of Nigeria, the Nigeria Deposit Insurance Corporation and all licensed banks in Nigeria.
This study seeks to understand Millennials and Gen Zs drivers in choice of banks, satisfaction with banks, bank preference and services needed from banks.
Due to the current disruption in the Financial Services Sector of Nigeria and the quest to increase the financial inclusion rate in Nigeria, the need to further capture this youth market, who are in their productive years and who represents the future, is urgent. Thus, this research aims at gaining an understanding of Millennials and Gen Zs characteristics and behaviours to financial services. The survey was deployed to Ten Thousand (10,000) Millennials and Gen Zs. Majority of the respondents (89.7%) who participated in this survey are from Lagos State and the Federal Capital Territory, Abuja, which have the highest concentration of deposit money banks and commercial activities in Nigeria. Findings reveal that Millennials and Gen Zs have areas of convergence and differences in terms of preferences and interests for banking products and services. Millennials have more demands for banks’ products and services than Gen Zs due to their financial commitments; Millennials and Gen Zs have more confidence in banks’ digital platforms and are more likely to recommend their primary banks to other eligible persons. Recommendations were made on appropriate strategies for maximizing the opportunities of Millennials and Gen Zs markets in Nigeria.
