# Finance Redefined Financial institutions break free of tradition to reach younger consumers. By [Tana Makmanee](https://www.trendhunter.com/tmak), SVP, Research Services at Trend Hunter | Published Mar 30, 2018 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/finance-redefined ## Key Figures - Trend score: 3.7/10 - Evidence articles: 4 ## What is the Finance Redefined trend? **Finance Redefined:** Changing the way that traditional finance is perceived, modern banks are changing the game by adapting their physical store settings to be more in tune with the needs and lifestyle habits of younger consumers. Pulling inspiration from open concept offices, mobile-friendly retail spaces and even incorporating events on-site, banks are tapping into aesthetics and lifestyle needs that are much more approachable to younger clientele like Millennials. This shift away from tradition speaks to the growing need to not only attract diversified consumers, but also a need to redefine how legacy or long-standing brands are perceived. ## At a Glance - Evidence: 4 featured examples - Articles from: Jun 6, 2017 to Mar 28, 2018 - Published: Mar 30, 2018 - Patterns: [Redirection](https://www.trendhunter.com/pattern/redirection), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Experience](https://www.trendhunter.com/megatrend/experience), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Themes within the Finance Redefined trend ### Modernized Retail Spaces Financial institutions are updating their physical store settings to be more in tune with the needs and lifestyle habits of younger consumers, pulling inspiration from open concept offices, and mobile-friendly retail spaces. ### Flexible Bank Designs Banks are embracing an open-concept design with flexible elements, allowing interior components to be easily moved as needed to suit the ever-changing needs of the space. ### Contemporary Bank Re-Designs Banks are changing the public's perception of facilities by appearing more homey, comfortable and approachable with an open concept design that's equipped with mini offices. ## What the Finance Redefined trend means for industry ### For Banking Modernized retail spaces, flexible bank designs, and contemporary bank re-designs are disrupting the traditional banking experience. ### For Interior Design Modernized retail spaces, flexible bank designs, and contemporary bank re-designs are leading the way for innovative interior design concepts. ### For Customer Service Modernized retail spaces, flexible bank designs, and contemporary bank re-designs are improving customer service experiences and interactions. ## Workshop question If you were to completely revamp your business from the ground up what would that look like? What would you change? ## Trend signals for Finance Redefined Trend score 3.7 out of 10, from popularity 49%, activity 54%, freshness 8%. - Popularity: 49% - Activity: 54% - Freshness: 8% ## Examples of the Finance Redefined trend 4 featured examples from Jun 6, 2017 to Mar 28, 2018. - [Express Personal Banking Branches](https://www.trendhunter.com/trends/everyday-express): 'Everyday Express' is Chase's Initiative to Best Serve Customers (Category: Business) Implication: Chase's Everyday Express locations are disruptive to the personal banking industry by offering a new customer experience. - [Flexible Bank Designs](https://www.trendhunter.com/trends/hello-bank-by-cetelem): The Design of the Mobile Hello bank! by Cetelem Targets a Young Clientele (Category: Art & Design) Implication: Disruptive innovation opportunity to rethink traditional bank branches and design spaces that appeal to younger consumers. - [Contemporary Bank Re-Designs](https://www.trendhunter.com/trends/nationwide-building-society): The Nationwide Building Society's Interior Fosters Connectivity (Category: Art & Design) Implication: Opportunity for banks to re-imagine their interior design and customer experience to create a more inviting and comfortable space. - [Hip Finance Lounges](https://www.trendhunter.com/trends/mogolounge): Toronto's MogoLounge Offers Adult Education Sessions and Events (Category: Marketing) Implication: Online banks that focus on catering to Millennials' unique financial needs have an opportunity to empower this demographic and gain their loyalty. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)