The Morris Code: Decoding finance for Students – Bank of America
Prior to 2005, most financial service providers did not have a differentiating platform targeting young customers. Most financial institutions – including Bank of America – simply offered “free checking” to attract them. Later during the decade, industry research and experts began to describe a new generation of consumers that eventually were coined “Millennials”. Experts concluded that Millennials have a different set of values and expectations than generations past.
Bank of America became one of the first financial service providers to recognize the need to create a unique...