Banca Transilvania is Generation Z’s favorite bank, according to the latest study conducted by the research agency Quantix for BT. Among urban, young people, aged 16 to 30, BT ranks as the top choice for banking services, including as their primary bank—the account they use most often to receive and keep their money, make payments, and manage their day-to-day finances and banking operations.

Results of the Quantix study on Generation Z and Banca Transilvania: 

• Favorite brand in the banking category. “BT remains the leader in young people’s preferences, with over 30%.” 
  
  
• The strongest emotional and functional appeal.“Banca Transilvania leads in top-of-mind awareness, reaching 34%” and “It remains in first place for the primary bank indicator (33%).”
  
  
• Highest trust among young people. BT has the highest conversion rate from “bank used” to “primary bank”, at 73%. “This figure shows the genuine trust young people have in the bank, beyond brand awareness.”
  
  
• The preferred Romanian bank. “Banca Transilvania continued to have the strongest association with the Romanian attribute. This generation is rediscovering local products, and BT is the symbol of the Romanian brand.”
  
  
• Young people’s favorite employer in the banking sector. “16% of young people choose Banca Transilvania, a place where they see opportunities for professional development.”
  
  
• Image attributes. BT is perceived as a Romanian bank that is professional, has a positive reputation, is trustworthy, and is friendly. 
  
  
• Functional attributes. Young people associate Banca Transilvania with expertise, clear and accessible communication, involvement in sports, and support for youth events and educational programs. 
  
  

Generation Z: Context and Behaviors

The study also shows that financial education is a priority for young people:

• 9% of them say that young people are good at managing their money
• 34% say they are somewhat skilled or know very little about managing their money
  
  

The biggest concerns young people have for the next 3–5 years:

• rising prices
• increased stress levels
• lack of practical training in school – the perception that the educational system does not adequately prepare them for real life
  
  

For Generation Z, success in life is defined by a mix of personal values and goals:

• a harmonious family
• financial fulfillment/stability
• affection, love
  
  

In their daily lives, young people most often find themselves engaged in simple activities:

• listening to music
• shopping at supermarkets
• going out with friends
  
  

Banca Transilvania, 1.1 million Gen Z customers

Banca Transilvania has become a preferred bank for young people through a mix of digital banking solutions, marketing campaigns, and financial education programs. Its strong connection with Generation Z is also supported by a constant presence in the spaces where young people spend their time—on campuses and in schools, at festivals and job fairs, in personal development projects and social initiatives, and across social media. The preference highlighted by the study is also reflected in BT’s customer base: the bank now serves 1.1 million customers aged 30 and under. In recent years, BT has increased its market share in this segment by 5 percentage points, further strengthening its leading position among Generation Z.