Do Millennial Men and Women Bank Differently?

The banking industry has been bombarded with research and opinions over the past decade about the importance of marketing to women. Regardless of the specific findings of these studies, their purpose is to exhort financial institutions (FIs) to focus their marketing efforts on women. Until now, Cornerstone Advisors agreed with this prescription. But recent research we conducted has caused us to question some of the conventional wisdom regarding genders in...

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