Maya Pope-Chappell, News Editor, LinkedIn Theresa McLaughlin, CMO Canadian Banking, Auto, and Wealth, TD Bank Denise Karkos, CMO, TD Ameritrade Marty Willis, Chief Marketing Officer, OppenheimerFunds Laura Desmond, CEO, Starcom MediaVest Group Donna Sabino, SVP, Ipsos Bill Sullivan, Head of Global Financial Services, Market Intelligence, Capgemini Leslie Gillin, Managing Director and Chief Marketing Officer, Citi Global Consumer Bank With one of the largest generations in history comes tremendous buying power: Millennials spend $1.3 to $1.7 trillion annually. In fact, this group of digital natives represents a lucrative market and the next generation of financial clients. To make inroads with Millennials, firms must appeal to their demand for services and experiences on par with those delivered by retail and other industries that have learned how to capitalize on consumer interactions in the digital era.

2. Donna Sabino
Senior VP
Ipsos
The Affluent Millennial Opportunity

3. mil •
A F F L U E N T
ni•
IN THE 1980S OR 1990S
als

4. C U R R E N T F I N A N C I A L
S E R V I C E S L A N D S C A P E
Through the lens of Affluent Millennials

5. Likelihood to Try Services from a
Non-FS Brand
Affluent Millennials Are
Open to FS Offerings
from Traditionally
Non-FS Brands
55%
67%
46% 45%
5
MILLENNIALS
GENX
AFFLUENT
MILLENNIALS
AFFLUENT
GENX

6. Affluent Millennials Seek Greater
Involvement & Control in Financial Decisions
50%
46%
42%
39%
34%
49%
34%
38%
AFFLUENT
MILLENNIALS
AFFLUENT
GENX
AFFLUENT
MILLENNIALS
AFFLUENT
GENX
MILLENNIALS
GENX
MILLENNIALS
GENX
6
S O L O I S TV A L I D A T O R

7. M I L L E N N I A L S :
T H E S O C I A L - C E N T R I C G E N E R A T I O N
7
Affluent Millennials believe social
networks will be the hub of all their
financial information in the future1in 5
52%
26%
18%
AFFLUENT
MILLENNIALS MILLENNIALS GENXERS
VS
Seek content from financial companies on social networks

8. How relevant is educational content/information to you?
Millennials Find Financial Education Most Relevant
8
AFFLUENT, 79%
AFFLUENT, 67%
MILLENNIALS, 61%
GENXERS, 53%
Affluent Millennials are more
interested in learning about
retirement planning on social
networks than general
Millennials (80% vs. 38%)
2x MORE

9. % of Affluent Users that use at least 1 social network to obtain this type of info
9
Peer opinions, thought leadership, and product reviews top content for
Millennials on social networks
P E E R O P I N I O N S
91%
53%
AFFLUENT
MILLENNIALS
AFFLUENT
GENXERS
T H O U G H T L E A D E R S H I P
89%
44%
AFFLUENT
MILLENNIALS
AFFLUENT
GENXERS
P R O D U C T R E V I E W S
81%
38%
AFFLUENT
MILLENNIALS
AFFLUENT
GENXERS

10. F U T U R E F I N A N C I A L
S E R V I C E S L A N D S C A P E
As Millennials envision it

11. 11
T H E F U T U R E ’ S S O B R I G H T
F R O M M I L L E N N I A L S ’ P O I N T O F V I E W
84%
Affluent Millennials
think the American
Dream is possible
73%
Affluent GenXers
vs.
Affluent Millennials are more likely than
general Millennials to be confident in the
country’s economic future
2x MORE LIKELY

12. % AGREE: The sacrifices I make now will pay off in the future
12
Affluent Millennials Will Sacrifice Now For The Future
MILLENNIALS GE N XE R S
To t a l : 5 6 %
A ff l u e n t : 7 1 %
To t a l : 4 7 %
A ff l u e n t : 5 6 %

13. Seize the Affluent Millennial Opportunity
A C T N O W
B U I L D D I A L O G U E
& T R U S T W I T H
E D U C AT I O N A L
C O N T E N T
WA L K T H E WA L K
13

15. Maya Pope-Chappell
News Editor
LinkedIn
Theresa McLaughlin
CMO
TD Canada Trust, TD Auto
Finance & TD Wealth
Marty Willis
CMO
OppenheimerFunds
Denise Karkos
CMO
TD Ameritrade
Donna Sabino
SVP
Ipsos
Laura Desmond
CEO
Starcom MediaVest Group
Leslie Gillin
Managing Director and CMO
Citi Global Consumer Bank
Bill Sullivan
Head of Global Financial Services
Capgemini
The Millennial Shift: Financial Services and the Digital Generation