A Go-To-Market Concept for a Gen Z-First Investment Platform

Deloitte partnered with SCADpro to imagine how a traditional investment firm could meaningfully reach Gen Z—a cohort that does not trust institutional finance the way its parents did.

Our team developed a product and marketing concept designed to feel native to how this generation already learns, talks, and makes decisions about money.

Existing investment platforms optimize for experienced retail investors. Gen Z approaches wealth differently:

• They research in community, not in isolation
• They expect transparency about risk, fees, and ethics
• They value identity and values as much as returns

How might a legacy firm like Deloitte earn the trust of the most skeptical generation of investors without pretending to be something it is not?

I led marketing strategy—translating consumer and competitive insight into a positioning, messaging framework, and launch direction for a Gen Z-first concept.

The deliverable was a cohesive go-to-market package: product positioning, tone of voice, brand architecture, and a set of campaign mockups grounded in research with emerging investors.

The most interesting strategic work here was not the product—it was the language. Gen Z does not reject finance; they reject how it talks.

A credible entry for a legacy brand starts with re-writing the defaults: the onboarding copy, the risk disclaimers, the reasons to care.