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As Gen Z continues its transition into employment, its impact on the banking sector is becoming increasingly impactful. More than a quarter (27%) of Gen Z are now working full time, with a further 18% in part-time roles and 4% between jobs.
This growing financial independence is translating into stronger category engagement. Around 22% of employed Gen Z say they are looking to open a savings account in the next 12 months, compared to just 13% of all employed Americans. At the same time, 12% say they are considering switching their main savings account provider – double the 6% seen among the broader workforce.
Put simply, this is a group that’s already in the market – and open to switching – which makes it worth looking at the banks that are landing well with them.
The top 10 banks in America based on Impression among Gen Z
Looking at positive Impression scores among employed Gen Z, a mix of traditional banks and digital-first players stand out, often with meaningful differences versus the overall employed population.
Bank of America leads with a 32% positive Impression among Gen Z, well ahead of its 25% score among all employed Americans. Capital One follows at 29% among Gen Z versus 26% overall, while Chase posts a nearly identical 27% among Gen Z compared to 28% across the broader workforce.
Digital-native platforms show some of the sharpest skews. Cash App records a 27% positive Impression among employed Gen Z, significantly higher than its 19% among all employed Americans. Chime follows a similar pattern at 17% versus 14%, reinforcing the added appeal of app-first banking experiences.
Among more traditional institutions, Wells Fargo (22% vs 19%) and U.S. Bank (14% vs 11%) perform betters with Gen Z than with the overall workforce.
By contrast, some brands under-index with younger workers. Citibank posts a 12% positive Impression among Gen Z versus 16% among all employed Americans.
Key factors influencing Gen Z banking decisions
A look into the factors that consumers consider when choosing a bank account helps paint a more solid picture of Gen Z’s banking preferences.
Low or no account maintenance fees remain the top factor but are less dominant for Gen Z (31%) than for all employed Americans (39%). Instead, Gen Z places greater emphasis on trust-related attributes. Reputation for security and reliability is cited by 29% of Gen Z versus 22% overall, while brand reputation and trustworthiness stands at 26% compared to 20%.
Digital experience is a baseline expectation, with a fifth of both Gen Z and all employed Americans citing user-friendly online platforms and mobile apps (21%). Transparency on fees is also closely aligned at 21% for Gen Z and 22% overall.
Where Gen Z diverges more clearly is on traditional service and infrastructure. Only 22% cite excellent customer service compared to 27% of all employed Americans, while 20% highlight branch and ATM access versus 27% overall. Availability of in-person or assisted support also trails slightly at 13% among Gen Z compared to 15%.
Financial strength and stability is equally important across both groups at 16%, while competitive interest rates are slightly less of a driver for Gen Z (15% vs 18%).
Methodology: YouGov Profiles is based on continuously collected data through rolling surveys, rather than a single limited questionnaire. The figures used in this analysis are drawn from responses collected between March 2025 and March 2026. Data is nationally representative of adults (18+) in the U.S. and weighted by age, gender, education, region, and race.