Beyond “Who Are They?”: The New Rules of Personalisation for Gen Z

At the recent “Hyper Personalisation & Strategies to Win the Next Generation” forum—co-hosted by OMverse, TikTok, Kantar, and Antsomi on May 14, 2025 — one message stood out clearly for brands: To win over Gen Z, personalization must evolve. As Mr. Dinh Le Dat, Co-founder & Chairman of Antsomi, shared, brands must stop asking just “Who are they?” and instead master the “When, Why, and How” of each interaction.

Gen Z isn’t just another demographic—they’re digital-first consumers with high expectations for relevance, speed, and authenticity. For CMOs in banking and finance, this generation demands a more nuanced approach, one that goes beyond traditional segmentation or broad targeting strategies. According to Mr. Dat, the secret lies in three micro-level strategies: micro-segment, micro-moment, and micro-creative.

1. Micro-segment: Go Beyond Demographics

Traditional audience definitions like “young adults” or “students” are no longer enough. Gen Z expects personalization that aligns with their identity, values, and financial aspirations. This is where micro-segmentation becomes essential. Instead of lumping users into generic categories, brands must leverage customer data to identify ultra-specific segments like “First-year students at University X who enjoy travel and are focused on saving for their next trip.”

With this granularity, financial institutions can develop sharper campaigns—offering travel savings tools, budget calculators, or even student credit cards at exactly the right time. It’s not just about reaching Gen Z; it’s about truly connecting with them.

2. Micro-moment: Act in Real Time

Gen Z interacts with brands across dozens of digital touchpoints—sometimes all within a single hour. These interactions offer opportunities to engage in real time, but only if brands are ready to act. Whether it’s a push notification triggered when a user explores student loan options, or a timely message offering budgeting advice after a large transaction, these micro-moments are golden opportunities for engagement.

Brands need systems that track behavior signals in real time and deploy relevant messages instantly. The days of batch-and-blast email campaigns are over—success now depends on moment-by-moment precision.

3. Micro-creative: Speak Directly to Me

Gen Z values individuality and expects brands to speak to them as unique individuals. That means one-size-fits-all creative won’t work. Instead, marketers must scale creative output across formats and channels—Zalo, SMS, push notifications, TikTok videos, even bite-sized articles—customized for each micro-segment and timed to each micro-moment.

This level of creative variation can’t be managed manually. It requires automation, AI, and a unified customer data infrastructure.

Built for the Gen Z Era

To deliver this level of hyper-personalization, many banks and fintech companies are turning to customer data platform like Antsomi CDP 365. As a unified, omnichannel customer data platform, CDP 365 can empower financial marketers to build a complete 360-degree view of every customer—driven by real transaction data.

When paired with Antsomi AI, marketers can unlock powerful capabilities: precise micro-segments, real-time campaign activation, and automated generation of micro-creative assets. This isn’t just marketing automation—it’s intelligent, data-driven personalization at scale.

To win the hearts (and wallets) of Gen Z, brands must shift from traditional strategies to real-time, personalized engagement. The future belongs to brands that understand not just who their customers are, but when, why, and how to connect with them—one moment at a time.