Generation Z describes those born between mid-to-late 1990s and early 2010s, and now includes adults aged 18-25. The cohort now represents close to 18% of the UK population, and it will make up 1/3 of the working age population by 2030, making this segment the one holding considerable purchasing power. It is therefore important to understand the challenges and needs this cohort is facing to offer the most suitable financial products.