This report explores how Rabobank can support young adults in improving their financial well-being through digital banking. Young adults face financial challenges such as rising debt, unpredictable income, and fragmented financial management. Despite uncertainty, they prioritize enjoying life and seek financial flexibility rather than rigid long-term planning. They also expect personalized digital experiences while valuing human connection.

Financial well-being requires balancing present enjoyment with future security. However, frequent financial stress lowers perceived well-being, and fragmented transactions make financial management harder. While young adults value independence, they prefer supportive, engaging solutions over strict financial controls.

Testing provocative banking concepts revealed that young adults appreciate financial guidance but reject intrusive or restrictive approaches. They seek clear, intuitive tools that provide support without overwhelming them.

Rabobank can strengthen its connection with young adults by improving financial visibility, reducing fragmentation, and promoting healthy financial habits through engaging, non-restrictive interactions. By seamlessly integrating financial well-being into digital banking, Rabobank can empower young adults and support their financial futures.