Born into a world of smartphones and on-demand services, Gen Z continues to influence how financial information is shared and consumed. Younger consumers can draw on a wide range of sources and often favour brief, clear content that makes personal finance easier to understand. Social media and financial influencers, or 'finfluencers', are now part of this mix, competing with more traditional forms of guidance.
Last year, Santander UK research found that 31% of 18 to 21-year-olds look to social media influencers for financial advice, with 25% of those relying on TikTok. While Scottish Widows found that a quarter (25%) of 18 to 29-year-olds often make financial decisions based on what they see on social media. These changing habits are not only shaping where younger clients look for information, but also the type of experience they increasingly expect from professional advice.
However, this shift does not necessarily mean younger clients are demanding a fully automated mortgage process. They may be comfortable uploading documents, entering details and tracking an application online, but buying a home remains a complex and often daunting financial commitment. Many still place huge value on personal advice when deciding how much to borrow, comparing mortgage types or considering a longer term. The difference now often lies in how that advice is delivered, how informed the client feels throughout the process and whether the relationship continues once the mortgage completes.
YouGov research published in September 2025 helps outline this point suggesting that while younger consumers are digital-first, they are not digital-only. This found that 81% of Gen Z used their bank’s mobile app, with more than four in five going online to check balances, while 80% received account updates through digital channels. However, 61% preferred to contact customer support in person, while 56% also favoured this approach when resolving an issue or complaint.
The growing influence of online financial content is also clear from TSB research among 2,000 UK adults. It found that 32% had acted on advice from social media during the previous year, rising to 49% among 25 to 34-year-olds. Of those who followed such content, 56% lost money and almost six in ten regretted doing so.
There are also concerns about how people assess the reliability of what they see. Among those exposed to financial advice on social media, 56% trusted it, rising to 72% among 25 to 34-year-olds. Yet 46% of respondents did not know how to check the credentials of someone providing investment advice online.
Although this age group includes both older Gen Z consumers and millennials, the findings show the part social media plays in the financial decisions of younger adults. The point for adviser is not to compete with every source of online content, but to provide credible support in a way that feels just as accessible. That means making it easy for clients to get information, understand what is happening with their case and know when they need input from a qualified professional.
Technology can deal with routine administration and allow clients to complete simple tasks at a convenient time. A secure online service, for example, can provide one place to submit details, exchange documents, send messages and check the progress of a case. This gives clients greater visibility and helps them feel included at each stage, while advisers can focus their time on explaining the options, challenging unreliable information and helping clients make informed choices.
When this service connects directly with the firm's CRM and fact-find, client data can pass into the relevant records without being entered again. This reduces administrative work and the risk of errors, while giving advisers and support teams a consistent view of each case. It also makes it easier to keep communication timely and relevant without creating another manual task for the adviser.
Connected systems can also support client relationships during the years between key advice points. Mortgage summaries, reminders about important dates, property value updates and prompts following a change in circumstances can provide useful reasons to get in touch. Drawing on data already held by the firm makes this communication more relevant without adding significantly to the workload, while regular, useful updates can help clients feel informed and included beyond the initial transaction.
The opportunity is not simply to match Gen Z's preference for digital services, but to become a reliable presence throughout their financial lives. A mortgage may start the relationship, yet its lasting value will depend on the quality of the experience and the firm's relevance after completion. By combining accessible technology, clear communication and timely personal advice, firms can give younger clients the convenience they expect without losing the human support they still value.
