The research project is conducted in the Swiss financial industry, with a specific focus on a local bank in Switzerland, which has just transitioned into an autonomous cooperative company. The bank seeks to strengthen connections with the demographic of clients aged 12 to 26, acknowledging the significance of this group for its future expansion.

The study used a qualitative methodology, collecting data through round-table interviews with people belonging to Gen Z. The interviews were examined to obtain insights into the participants' banking choices and the factors that influenced their decisions. The investigation additionally encompasses an examination of the current state of the literature regarding the values and banking behaviors of Gen Z.

The primary results of this thesis reveal that Gen Z places high importance on digital banking services that are robust, user-friendly, and efficient. For this population, it is essential to have the capability to carry out financial operations online, such as mobile banking and digital customer assistance. Ensuring clear and easily understandable fee structures is also crucial. Gen Z exhibits an increased sensibility towards expenses and displays a preference for institutions that provide transparent and cost-effective services devoid of hidden fees. Moreover, family exerts a substantial influence on the formation of banking preferences, since numerous members of Gen Z depend on their parents' suggestions when selecting a bank or continue to utilize their initial bank account, which was initially established by a parent. Although benefits are valued, they do not play a central role in the decision-making process for choosing a bank.