Discuss the financial customer of the future. In particular you should analyse the likely marketing impacts on the rapid adoption of digital platforms by customers and the potential impact that the generational shifts (as Baby Boomers retire and Millennials and Gen Z increasingly become more active as customers of financial services) means for a retail financial service (e.g. a bank, a payment platform such as Apple Pay or AliPay). compare and contrast relevant financial services marketing models. identify specific gaps, opportunities, threats or other important marketing issues that you see in the analyses that you conducted.

Please provide a real example to illustrate your analysis