A new wave of investors is currently shaking up the financial industry, and it is not slowing down. As millennials and Gen Z are stepping into the market earlier than previous generations used to (Ita, 2025; Deljkic, 2025; Arta Finance, 2025), they are putting pressure on traditional norms and forcing financial institutions to adapt fast.
Raised in a digital world, these younger investors are fluent in technology, accustomed to instant access, and confident in managing tasks independently. Their financial journey often begins not at a bank counter, but through online exploration, peer-to-peer learning, and self-directed research (Ita, 2025). This shift marks more than a change in tools: it reflects a deeper desire for autonomy.
For them, autonomy is not a convenience; it is empowerment. They want to understand, decide, and act on their own terms. To do so, they actively seek knowledge through YouTube tutorials, TikTok, financial influencers, and AI-powered platforms (Potts, 2025; Ita, 2025; Experian, 2024, Loweth, 2025). They are also more willing to share personal data in exchange for tailored recommendations (BestMoney, 2025). Meanwhile, for this generation, money — once a taboo subject — has become part of everyday conversation (The Investment Association, 2025). What matters most is involvement: these investors expect relationships with financial institutions to be two-way, built on transparency, personalization, and relevance (Kaurov, 2025).
Interestingly, the ripple effect extends beyond younger demographics, as Gen Z is already influencing their parents and grandparents. By setting new expectations, they are pushing banks to adapt, therefore prompting older generations to follow suit (Loweth, 2025). What began as a generational trend is rapidly evolving into a broader cultural movement, further underscoring the urgency for traditional banks to respond.
And here lies the challenge, today’s investors are not waiting to be told what to do. They want the tools, the knowledge, and the freedom to take control (Kaurov, 2025). Nevertheless, autonomy does not come without complexity letting us wonder whether investors are truly ready to shoulder the responsibility that comes with it?
This growing desire for self-investing and autonomy is not happening in a vacuum. A mix of technological, cultural, and structural forces has converged to give younger generations an unprecedented appetite for financial control.
Digital nativity and the internet
Millennials and Gen Z have grown up with immediate access to information, which fuels their curiosity and supports independent learning (Loweth, 2025). This digital fluency makes financial tools and investment platforms more approachable than ever (Gratton, 2025; Arta Finance, 2025).
Neobanks and fintech platforms
Fintech platforms and neobanks have capitalized on this demand by offering seamless experiences, transparent fees, and instant transactions (Deljkic, 2025; Janamolla, 2024). With intuitive interfaces that integrate education and guidance, they satisfy Gen Z’s desire for independence while simplifying complex processes. What was once a premium offering is now the baseline, raising expectations for every financial service provider.
Artificial intelligence as a catalyst
Not surprisingly, AI further amplifies this trend by proposing advice without human intermediaries, simplifying projections and using common language. In doing so, it allows users to make more informed decisions and feel empowered (Paraskevopoulos, 2024). In fact, 38% of consumers trust generative AI as much as, or more than, human advisors (Experian, 2024).
Traditional banks lag behind
Although traditional banks maintain a strong reputation for security, comprehensive services, and expertise, they struggle to meet these new standards of simplicity, transparency, and user experience (Janamolla, 2024). In 2023, 70% of retail investors reported using digital tools and intermediaries — such as apps, websites, neobanks, online banks, and specialized platforms — to make their investments (OECD, 2023). The reflexive trust younger generations once placed in traditional institutions is now eroding (Deljkic, 2025).
From tools to confidence
All of these shifts have led younger generations to place greater emphasis on financial autonomy, viewing it as a key source of empowerment (Finances Nation, 2024). This mindset is nurtured by self-education, experiential learning, and a strong do-it-yourself culture. However, increased accessibility to financial tools and platforms does not automatically translate into greater confidence. In fact, nearly one-third of Generation Z (31%) and Millennials (28%) report feeling uncertain about how to manage their wealth (The Investment Association, 2025).
While confidence in investing demands more than intuitive interfaces, digital access, or superficial familiarity with financial products, the real question is not whether these new investors can act independently — but how can they act wisely?
In an era defined by digital access and self-directed decision-making, financial autonomy has emerged as a central aspiration for modern investors (Finances Nation, 2024). It refers to the ability to manage and make decisions about one’s investments — selecting, executing, and monitoring — with full control and without reliance on intermediaries such as financial advisors (Hayes, 2021; Finances Nation, 2024). But autonomy is not simply about having money or using financial apps; it is about being informed, educated, and empowered to take ownership of one’s financial future (Finances Nation, 2024). In other words, being financially autonomous is defined by the capability to take action and make informed financial decisions with both confidence and clarity. However, financial autonomy cannot be achieved instantly. It is built over time through a combination of foundational pillars:
Financial literacy: Clear, accessible content that explains risks, asset classes, and investment strategies increase the likelihood to invest.
Access to Tools: User-friendly platforms, robo-advisors, and simulators that enable execution and monitoring.
Decision Support: AI-driven insights, simulations, and alerts that allow informed choices without handholding.
Monitoring and Adjustment: Real-time dashboards, auto-savings, and portfolio rebalancing to maintain control.
According to Charles Schwab (2024), half of Gen Z respondents report feeling confident in their investment strategies, thanks to accessible financial advice and clear, easy-to-understand information. With digital tools more available than ever and this rising confidence, one might expect this generation to fully embrace financial autonomy. Yet the reality is more nuanced. This is proving that stepping into the investing world remains for many, with a range of limitations, fears, and perceived risks still standing in the way:
Behavioral biases: These can lead to impulsive decisions or speculation, increasing the risk of poor outcomes and worst-case scenarios (Ghuman, 2024).
Knowledge gaps: Despite access to digital tools, many young investors lack core financial literacy.
Need for human guidance: Complex, long-term goals such as retirement planning, inheritance, or taxation still benefit from professional advice (Deljkic, 2025).
Dependence on informal sources: Gen Z often turns to friends, family, and social media platforms for financial advice and information
Financial autonomy is therefore a balance: it empowers young investors with control, tools, and insights, while still requiring awareness of limits, risks, and the occasional role of a human guide.
While financial autonomy is increasingly valued in modern investing, it cannot be approached as a one-size-fits-all strategy (Finances Nation, 2024). Investing remains a deeply personal endeavor, shaped by each individual’s level of confidence, financial literacy, and appetite for control. For some, independence reflects expertise and self-assurance, offering empowerment through self-directed investing and the freedom to tailor strategies to personal goals (Hayes, 2025). Others, however, approach autonomy with caution. They may value independence in principle but feel uncertain or overwhelmed by the responsibility of managing investments alone (Hayes, 2025).
This divergence presents a critical challenge: how can a single solution accommodate such varied expectations and emotional responses to financial decision-making? It suggests that financial autonomy should not be understood as a binary state — autonomous or not — but rather as a spectrum of engagement. Investment platforms must therefore be designed to support varying degrees of confidence and involvement, offering flexible pathways that blend independence with contextual guidance.
The Gambit Innovation Department seeks to address this reality by introducing a novel investment experience for financial institutions to offer to their clients, one that is guided rather than dictated. From our design sprint emerged Smart Autonomy, a model that we believe will enable banks to combine freedom with guidance, thereby transforming autonomy into trust and engagement. To bring this vision to life, we have elaborated two concepts, supported with prototypes, that would allow banks to support their clients with the desired level of freedom: a Conversational Welcome Desk and a Self‑Serve Investment Flow.
To better illustrate our concepts, we introduce two hypothetical client personas at MyBank, an imaginary bank.
Rick, 24 — The First‑Time Investor
Rick is a freelance designer at the start of his career. He knows leaving money idle in his bank account isn’t ideal, but finance feels overwhelming and complex. With a busy schedule, he avoids visiting bank branches and remains skeptical of traditional institutions. What he seeks is simplicity, clarity, and a safe first step into investing.
Kim, 37 — The Experienced Self‑Directed Investor
Kim is a consultant at Engie with a long‑standing interest in finance. She enjoys managing her money actively and values her advisor, while also trusting her own judgment. For her, the ideal solution is flexibility: being hands‑on when she chooses, but with the option of expert support whenever needed.
Think of the Welcome Desk as the digital equivalent of a hotel lobby: a space that greets clients, listens to their needs, and points them in the right direction. Our concept would work the same way: a conversational, AI-powered entry point that observes, interprets, and adapts, acting as a smart facilitator.
Deployed within your institution’s own interface, the Welcome Desk becomes the first digital touchpoint in your engagement strategy. It strengthens your bank’s ability to manage early interactions efficiently, ensuring consistency and scalability across your end users’ journeys. By streamlining this stage, the Welcome Desk frees advisors to concentrate on higher-value conversations, while positioning your bank as a trusted, forward-thinking partner.
More broadly, the Welcome desk serves to enable financial institutions to provide the expected level of autonomous support required by today’s investors, especially at the beginning of their journey, when curiosity is high, but uncertainty is even higher. By turning hesitation into clarity, banks will help their clients better understand their current situation and the choices ahead.
Key features imagined:
Clear and accessible explanations
Educational guidance tailored to individual profiles
An onboarding experience that builds confidence from the start
How Rick & Kim could Benefit from the Welcome Desk
Rick wants to explore his options and understand how to make use of a dormant amount. For him, the welcome desk provides thoughtful guidance — helping him uncover possibilities, build confidence, and take his first steps without feeling overwhelmed.
For Kim, the welcome desk acts as a fast lane. Since she knows what she wants, it directs her straight to her institution’s execution tool, removing unnecessary steps or nudges. Support remains available via chat whenever needed, but she retains full control throughout.
Autonomy is not just about informing investors; it is about empowering them with both the freedom to decide and the tools to act. Our second concept would provide financial institutions with autonomy through direct, seamless investment options tailored to each investor’s profile
The Self‑Serve Flow is envisioned as an intelligent navigator that enables your institution to guide your end users toward the most suitable investment approach. By leveraging insights from the Welcome Desk, your bank gains a holistic view of your investor’s knowledge, experience, preferences, and objectives. This enables your institution to direct your end users to the investment method that fits best — whether discretionary portfolio management, advisory support, or a fully self‑directed execution path. Our aim is to build on your bank’s existing offerings by allowing the Self‑Serve Flow to plug seamlessly into your current workflows rather than introducing new processes. This integration streamlines the journey from initial intent to completed action, making the experience intuitive and efficient.
Overall, the Self-Serve flow's primary objective is to empower banks by providing them with the opportunity to offer their investors a personalized, frictionless investment experience that helps them move confidently from “I’m ready to act” to “That was simple—and clearly tailored to me.”
Key features imagined:
Going solo with execution-only investing
Getting simple, on-demand advice for clarity when needed
Delegating fully with discretionary management
How Rick and Kim could Benefit from the Self-Invested Flow
Rick now understands the value his bank provides and feels more confident about investing. As a first‑time investor, he prefers to begin with someone he can trust. He is seamlessly redirected to a financial advisor at MyBank, who has access to his preferences and goals gathered through the welcome desk. This allows his advisor to offer personalized guidance and begin building a relationship from day one.
Kim, on the other hand, chooses a more independent route. She explores educational resources such as podcasts and peer insights, which boosts her financial literacy and confidence. Based on her financial profiles (i.e., risk, ESG, and K&E), already known and kept up to date within her bank, she is eligible and opts for the execution‑only path. Through her banking app, she invests in two new funds and diversifies her portfolio entirely on her own terms.
Now that you have seen our vision, it is clear this is not about helping banks simply adapt or chase after a train that has already left the station. It is about empowering those financial institutions to set a new standard in investing for their end users, one that combines their very own strengths with a deeper understanding of their modern investor needs.
At Gambit, our ambition is to help financial institutions deliver greater value — to their clients and to their teams. Smart autonomy is conceived as a solution for financial institutions. By adopting it, institutions can extend greater value throughout their ecosystem — their advisors and end users:
For banks, it means stronger engagement, greater loyalty, a modern and innovative brand image, and new revenue streams.
For advisors, it is a chance to move from being gatekeepers to trusted copilots. Freed from routine execution and diagnostics, they can focus on strategic guidance, relationship-building, and high-value decisions.
For end clients, it is the flexibility to access self-service tools or professional guidance depending on their needs in a seamless way, but still within their own bank environment.
By combining an intuitive, educational entry point with a flexible investment platform, our two concepts would align the interests of all stakeholders and make investing feel personal, empowering, and sustainable.
To retain existing investors and attract new ones, traditional banks must adapt to evolving expectations. Autonomy has become a core requirement; yet, without proper education and support, it risks leaving end users in the dark: uncertain, overwhelmed, and ultimately disconnected. Without the right balance — one that varies from investor to investor, confidence and engagement fade, and banks lose their standing as trusted partners.
Gambit helps financial institutions to strike that balance through our two concepts about autonomous investing. These two would enable banks to grant their clients greater independence, while embedding the guidance needed to keep decisions informed and responsible. Our approach directly addresses the industry’s most pressing challenges. Banks face disengaged investors, underutilized tech assets, and eroding loyalty; advisors are burdened by compliance demands and rising tech competition; and end users often feel lost in unclear, impersonal, and unintuitive experiences.
By turning these frictions into progress, Gambit will create tangible value for financial institutions such as strengthening loyalty, deepening engagement, freeing advisors to focus on meaningful relationships, and giving their investors the autonomy they expect — with the support they need.
If our vision of equipping financial institutions with smart autonomy to enhance their business environment resonates with you, let’s collaborate to build your next competitive edge.
References
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