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 SCADpro cohort developed a product and marketing concept designed to feel native to how this generation already learns, talks, and makes decisions about money. Final delivery to the Deloitte engagement team in residence at SCADpro.

The cohort opened by mapping the future of financial systems across four strategic pillars: sustainability and decarbonization, asset tokenization, wealth creation, and neobanking and embedded finance.

As Marketing Lead, I anchored the wealth creation thread — the pillar where the audience the work needed to reach was Gen Z.

Finance is a system Gen Z inherits, not one built for them. A stakeholder map laid out the layers a new entrant would have to navigate — traditional banks, fintechs, regulators, generations of investors with different relationships to risk — before naming the audience the work was for.

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

Gen Z does not reject finance. They reject how it talks: the onboarding copy, the risk disclaimers, the reasons to care.

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 and small business owners — the two cohorts whose needs and pain points the wealth creation thread was built around.

A legacy brand reaching an emerging audience does not modernize by adding features. It modernizes by rewriting the language it inherited — every piece of onboarding copy, every tooltip, every reason to care.