How to Bridge the Gap with Gen Alpha
By Inanna Carter, Communications & Media Specialist, CrossState
As the last of the millennials age into their thirties and Gen Zers start their careers and families, a new generation is on the rise: Gen Alpha. Members of this group include anyone born between 2010 and 2024, which means the oldest of them are starting to approach adulthood. Soon enough, they’ll be ready to think about budgeting and banking—if they aren’t there already.
Studies show that with the help of digital banking and more intentional hands-on learning, Gen Alpha is shaping up to be the most financially literate generation to date. Here’s how credit unions can utilize financial education to support and build a relationship with these individuals, laying the groundwork to turn them into loyal members.
Create Youth-Focused Accounts
Having lived through financially tough times, many millennial parents are having honest conversations with their children about finances. Youth-focused accounts are a great tool they can use to translate those lessons into the real world. For instance, if they give an allowance for chores, putting it in an account instead of providing it directly will help teach good habits and the importance of savings. Then their kids will know what to do with money earned from their first paychecks or how to save for bigger expenses like a car.
If your credit union doesn’t offer youth-focused accounts yet, now’s the best time to get started. As a bonus, it’s a great way to attract parents and guardians and invite them to learn more about all your valuable services!
Become Real-World Examples
Oftentimes, it’s easiest to learn by doing. Instead of only posting informational graphics on social media or financial guides on your website, hold in-person workshops that draw Gen Alphas into your branches.
You could keep things simple by sitting down with them and walking through a few scenarios of earning and spending money. Or go the extra mile by simulating a shopping trip for them to participate in. Lay out small prizes and offer each participant a set amount of fake currency in exchange for items in the “store.” This allows them to practice budgeting and spending in a safe environment, and it creates a unique, positive experience with your credit union that they’re sure remember as they take charge of their finances.
When in Doubt, Gamify It
A 2025 annual Entertainment Software Association study revealed that 83% of Gen Alphas play video games weekly, and that’s something you can use to your advantage. There are apps for everything these days, and with so many resources available, it’s more accessible than ever to create your own. A couple no-code app building platforms are Adalo and FlutterFlow, which also have free starter options.
If an app isn’t in the cards for your credit union, you could add an engaging and child-friendly gaming section to your website. This could be a simple budgeting task or to-do list, a financial-related wordle and explanation, or a downloadable activity book.
Growth requires keeping up with shifting audiences, and that includes seeking new ones. Get ahead of the game by engaging with Gen Alphas in ways that get them excited to be a part of your credit union!
Here are some quick tips for connecting with and supporting other groups in the community.
Veterans: Veterans face the unique challenge of transitioning to civilian life. Thankfully, there are simple ways to assist them.
- Point them to the Veterans Benefits Administration’s web page or even sit down with them to guide them through it. There, they’ll find financial literacy tips on fraud, retirement plans, money management systems, online tools, and more.
- Reteach them the basics of finances. Sometimes, starting from the beginning is what best resonates with people.
Retirees: Retirement is often referred to as the “golden years,” but many individuals at this age can struggle with money management. While living above their means is a concern, some may also underspend due to the fear of potentially overspending. The key is to help them find balance.
- Revisit the budgeting basics with them, focusing on working withing a fixed income, by providing classes or easy-to-follow guides.
- Hold recurring workshops to keep retirees up to date on information about inflation. Putting the data in front of them might help them better understand what’s happening with their money now and what may happen in the future.
Business Owners: According to data from the U.S. Bureau of Labor Statistics, approximately 20% of new businesses fail during the first two years of operation, with about 50% failing within five years and 65% failing within 10 years. These statistics aren’t encouraging, but there are steps you can take to help prevent this from happening or get these owners back on their feet.
- Offer low interest rates on business loans and high interest rates on business accounts.
- Provide comprehensive education resources, such as one-on-one financial counseling or tax planning.
Originally published in the April 2026 edition of CU Edge