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Contributed by Senthil Kumar, vice president of marketing at software solutions provider Oracle Financial Services. He can be reached at (650) 506-7000 or [email protected]

Generation Y is expected to have a profound impact on the way in which business is conducted for decades to come. The financial services sector is not exempt from this transformation. Generation Y will drive unprecedented changes in the way in which banks and credit unions operate from their channel strategies to product design and even risk management. Understanding this tech- and brand-savvy market segment will be critical to capturing its business and sustaining growth and profitability.

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