Areas where you would not trust your bank / bank advisor? — Selma Finance, Millennial Report (2016)

All this has caused millennial investors to take on a more active and controlling role in the relationship with their financial service provider. They continuously cross-check decisions and require high transparency in prices and in product selection.

Google has provided the digital generation with their biggest weapon to cross-check and compare product information.

And this is not all. Among all our participants, Google has taken the number one place to inform oneself where to best invest their money, followed by advice from family and friends and financial blogs. Traditional bank advisors were not mentioned.

2. A portfolio is self-expression

“My investments have to match my values and beliefs. This is a major investment criteria.” — Zora, 33, Project manager, Switzerland