Financial Services Marketing

Fiancial services are widely regarded as the dinosaur of the marketing world. Inside of old-fashioned banks, marketing groups think about how to market their complicated products and services to Americans across the country. However with a move to mobile banking, millenials increasingly moving to urban centers and a millennial attitude around money being used for experiences as opposed to "things", marketers need to reevaluate their approach.  How can financial services be relatable without minimizing the importance of their services?  How can they utilize Apps as captive engagement tools? Where does education function in place of traditional sales advertising?

I don't know the answers but they are very interesting questions to consider as we explore the digital marketing arena.