Gen Z Grows Up
Ethan Kurzweil@ethankurz
· 1
−3.5%
since Oct 11
The idea
I believe Gen Z keeps using the same apps from their teens into their 30s, instead of graduating off them, and that loyalty shows up in what they bank with, pay with, and invest with. So this basket spreads across sticky consumer apps, banking and payment platforms, and investing apps young people pick early, plus a small slice of bitcoin since that is where a lot of their savings go. I skip tools built for builders and apps people tend to outgrow, keep some cash on the side, and plan to hold this for years rather than trade it.
What it owns
- These apps attract users when they are young and retain them into their thirties, so user bases expand as early adopters earn more. · Spotify TechnologyIt attracts young listeners as teens and maintains their subscriptions into adulthood, operating as an app users do not outgrow., Meta PlatformsIts Instagram platform captures users early and keeps them through college and careers, resisting the typical outgrowth pattern of teen apps., RedditIt builds communities that young users find early and revisit for years, creating the kind of retention this take depends on., AppleIt is the default phone for young Americans and users rarely switch once their data, messages and relationships are embedded in its ecosystem., DuolingoIt creates daily habits in young users that persist for years, exemplifying the kind of stickiness this take is centered on., PinterestIt attracts Gen Z for planning apartments, weddings and outfits, and users grow into rather than out of it as their life plans become larger.35%
- Gen Z strongly prefers digital banks and payment apps over traditional banks, and switching behavior tends to be low once a choice is made. · SoFi TechnologiesIt acquires young professionals through a single product and expands its share of their finances as their earnings increase., Nu HoldingsIt serves as the primary bank account for millions of young people in Latin America and benefits from increased wallet share as they earn more., BlockIts Cash App functions as the primary wallet for young people to send money, receive payment and purchase bitcoin., PayPal HoldingsIts Venmo app is the default method for young Americans to transfer money to each other, and this habit extends into later adulthood., Chime FinancialIt often serves as the first checking account for young workers and retains direct deposits as their paychecks increase., Affirm HoldingsIt offers young shoppers a payment method at checkout that appeals more than credit cards, and this preference is expected to persist., Klarna GroupKlarna captures young shoppers during their formative spending years and holds them through the transition to higher purchasing power, provided user growth remains steady and payment delinquencies stay controlled.33%
- Young people open their first investing accounts on these platforms, and those accounts tend to grow as their incomes rise over time. · Robinhood MarketsIt serves as the first brokerage account for many young investors and retains them as balances grow, provided new account openings and deposits continue., Coinbase GlobalIt serves as the primary on-ramp where young people purchase their first cryptocurrency and remains the trusted regulated platform for this activity., eToro GroupIt matches how Gen Z learns to invest through a social platform where users follow and discuss trades with each other.17%
- A significant portion of young savers direct money into bitcoin rather than traditional banks or brokerages, making direct ownership relevant to this shift. · BitcoinIt represents where young people allocate savings directly, functioning as an alternative to traditional banking and brokerage accounts.8%
- Cash7%