1.
Donna Sabino
Senior VP
Ipsos
The Affluent Millennial Opportunity

2.
mil •
A F F L U E N T
ni•
IN THE 1980S OR 1990S
als

3.
C U R R E N T F I N A N C I A L
S E R V I C E S L A N D S C A P E
Through the lens of Affluent Millennials

4.
Likelihood to Try Services from a
Non-FS Brand
Affluent Millennials Are
Open to FS Offerings
from Traditionally
Non-FS Brands
55%
67%
46% 45%
5
MILLENNIALS
GENX
AFFLUENT
MILLENNIALS
AFFLUENT
GENX

5.
Affluent Millennials Seek Greater
Involvement & Control in Financial Decisions
50%
46%
42%
39%
34%
49%
34%
38%
AFFLUENT
MILLENNIALS
AFFLUENT
GENX
AFFLUENT
MILLENNIALS
AFFLUENT
GENX
MILLENNIALS
GENX
MILLENNIALS
GENX
6
S O L O I S TV A L I D A T O R

6.
M I L L E N N I A L S :
T H E S O C I A L - C E N T R I C G E N E R A T I O N
7
Affluent Millennials believe social
networks will be the hub of all their
financial information in the future1in 5
52%
26%
18%
AFFLUENT
MILLENNIALS MILLENNIALS GENXERS
VS
Seek content from financial companies on social networks

7.
How relevant is educational content/information to you?
Millennials Find Financial Education Most Relevant
8
AFFLUENT, 79%
AFFLUENT, 67%
MILLENNIALS, 61%
GENXERS, 53%
Affluent Millennials are more
interested in learning about
retirement planning on social
networks than general
Millennials (80% vs. 38%)
2x MORE

8.
% of Affluent Users that use at least 1 social network to obtain this type of info
9
Peer opinions, thought leadership, and product reviews top content for
Millennials on social networks
P E E R O P I N I O N S
91%
53%
AFFLUENT
MILLENNIALS
AFFLUENT
GENXERS
T H O U G H T L E A D E R S H I P
89%
44%
AFFLUENT
MILLENNIALS
AFFLUENT
GENXERS
P R O D U C T R E V I E W S
81%
38%
AFFLUENT
MILLENNIALS
AFFLUENT
GENXERS

9.
F U T U R E F I N A N C I A L
S E R V I C E S L A N D S C A P E
As Millennials envision it

10.
11
T H E F U T U R E ’ S S O B R I G H T
F R O M M I L L E N N I A L S ’ P O I N T O F V I E W
84%
Affluent Millennials
think the American
Dream is possible
73%
Affluent GenXers
vs.
Affluent Millennials are more likely than
general Millennials to be confident in the
country’s economic future
2x MORE LIKELY

11.
% AGREE: The sacrifices I make now will pay off in the future
12
Affluent Millennials Will Sacrifice Now For The Future
MILLENNIALS GE N XE R S
To t a l : 5 6 %
A ff l u e n t : 7 1 %
To t a l : 4 7 %
A ff l u e n t : 5 6 %

12.
Seize the Affluent Millennial Opportunity
A C T N O W
B U I L D D I A L O G U E
& T R U S T W I T H
E D U C AT I O N A L
C O N T E N T
WA L K T H E WA L K
13

13.
Maya Pope-Chappell
News Editor
LinkedIn
Theresa McLaughlin
CMO
TD Canada Trust, TD Auto
Finance & TD Wealth
Marty Willis
CMO
OppenheimerFunds
Denise Karkos
CMO
TD Ameritrade
Donna Sabino
SVP
Ipsos
Laura Desmond
CEO
Starcom MediaVest Group
Leslie Gillin
Managing Director and CMO
Citi Global Consumer Bank
Bill Sullivan
Head of Global Financial Services
Capgemini
The Millennial Shift: Financial Services and the Digital Generation