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

Generation Y is expected to have a profound impact on the way inwhich business is conducted for decades to come. The financialservices sector is not exempt from this transformation. GenerationY will drive unprecedented changes in the way in which banks andcredit unions operate from their channel strategies to productdesign and even risk management. Understanding this tech- andbrand-savvy market segment will be critical to capturing itsbusiness and sustaining growth and profitability.

Generation Y is often simplistically described as the group ofindividuals born after the 1980s. Others argue that the connectiongoes deeper and should be framed as a category of consumers whoshare a common experience-comfortable with living in the digitalworld.