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Scotia Decoded:

Bringing Gen Z Into Investing

A Solution by MV Squared Consulting

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Vivian Yang

CS/BBA Student

Megan Alvizo

Math/BBA Student

Ved Thakar

CS/Economics Student

Maria Khan

CS/BBA

Student

MV Squared Consulting

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Problems Scotiabank is Facing

Overview

Recommendation

Decision Criteria

Analysis

Expected Outcome

Mitigations

Implementation

Prototype

Key Takeaway: Scotiabank needs to make investing feel simple, social, and easy to start.

Low Gen Z Investment Conversion

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Scotiabank has many young customers, but it is failing to convert them into young investors before fintech competitors.

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Confidence & Clarity Gap

  • Young Canadians are unsure where to start

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  • More comfortable learning from social media than traditional financial advisors.

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Overview

Recommendation

Decision Criteria

Analysis

Expected Outcome

Mitigations

Implementation

Prototype

How does Scotiabank turn existing young depositors into investors?

The Big Question

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Decision Criteria

Overview

Recommendation

Decision Criteria

Analysis

Expected Outcome

Mitigations

Implementation

Status Quo (Smart Investor)

Prototype

Options

Decision Criteria

Appeal to audience aged 18-34

Differentiate from competitors

Foster loyalty and repeat visits

Wealthsimple

“Scotia Decoded”

Recommendation

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Decision Criteria

Overview

Recommendation

Decision Criteria

Analysis

Expected Outcome

Mitigations

Implementation

Prototype

Wealthsimple

“Scotia Decoded”

Recommendation

Options

Decision Criteria

Appeal to audience aged 18-34

Differentiate from competitors

Foster loyalty and repeat visits

Status Quo (Smart Investor)

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Prior user motivation to invest

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Generic product recommendations

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No ongoing engagement after account setup

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Decision Criteria

“Scotia Decoded”

Recommendation

Overview

Recommendation

Decision Criteria

Analysis

Expected Outcome

Mitigations

Implementation

Prototype

Wealthsimple

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Simple UI but no personalization

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Can’t beat them on their own game of simplicity

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Education content keeps them engaged

Options

Decision Criteria

Appeal to audience aged 18-34

Differentiate from competitors

Foster loyalty and repeat visits

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Decision Criteria

Options

Decision Criteria

Appeal to audience aged 18-34

Differentiate from competitors

Foster loyalty and repeat visits

Overview

Recommendation

Decision Criteria

Analysis

Expected Outcome

Mitigations

Implementation

Prototype

“Scotia Decoded”

Recommendation

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Speaks Gen Z’s language

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Combine content + banking data for personalized experience

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Personalized content + Playback habit loop

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Decision Criteria

Options

Decision Criteria

Appeal to audience aged 18-34

Differentiate from competitors

Foster loyalty and repeat visits

“Scotia Decoded”

Recommendation

Overview

Recommendation

Decision Criteria

Analysis

Expected Outcome

Mitigations

Implementation

Prototype

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Our Recommendation:

Overview

Recommendation

Decision Criteria

Analysis

Expected Outcome

Mitigations

Implementation

Prototype

“Scotia Decoded”

An in-app AI guide that removes the overwhelm of trading platforms

AI reels that explain investing in Gen Z language

Can practice with fake money, then graduate to real investing

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Meet Jumpy Jason

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Demographics:

  • Age 20-26
  • Undergraduate Student or New Grad
  • Limited Disposable Income

Geographics: Lives in large urban/suburban Canadian city.

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Situation: Jason feels a lack of confidence; investing is too hard and complicated. He relies on social media to get information.

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SCOTIA DECODED

Overview

Recommendation

Decision Criteria

Prototype

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Analysis

Expected Outcome

Mitigations

Implementation

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Turning Passive Balances into First Investments

Overview

Recommendation

Decision Criteria

Prototype

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Analysis

Expected Outcome

Mitigations

Implementation

Real Financial Insights

Side-by-Side Comparison

Gen Z Language + AI Guidance

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Meet Jumpstart Jason

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Jason feels more confidence

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He knows more about investing.

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He continues investing with Scotiabank.

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18-Month Plan

Overview

Recommendation

Decision Criteria

Expected Outcome

Mitigations

Implementation

Short-Term (0-3 Months)

Medium-Term (4-11 Months)

Long-Term (12+ Months)

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  • Launch Scotia Decoded social media campaign

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  • Begin feature development

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  • Introduce paper trading mode

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  • Pilot with subset of users

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  • Real-balance financial nudges

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  • Personalized content recommendations

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  • Expand into full Scotia ecosystem

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  • AI-powered financial growth journeys

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  • University & campus partnerships

Prototype

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Risks + Mitigations

Key Takeaway: Clear AI guardrails, authentic Gen Z testing, and a direct content-to-app keep Scotia Decoded compliant, credible, and conversion-focused.

Regulatory/compliance risk from AI “advice”

Gen Z content could feel cringe or inauthentic

High engagement but low conversion to actual investing

Risks

Position the AI as an education-only guide, not an advisor.

Use a Gen Z content review panel and test content before launch.

Tie every content piece to a clear in-app action.

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Overview

Recommendation

Decision Criteria

Expected Outcome

Mitigations

Implementation

Prototype

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Expected Outcomes

Overview

Recommendation

Decision Criteria

Expected Outcome

Mitigations

Implementation

Prototype

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  • More young customers move from passive saving to Scotia investment products

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  • Reels + AI onboarding helps lead to first investment

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  • AI mentor and paper trading reduce fear around investing

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  • Users learn when to watch, wait, invest, or sell before using real money

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  • Personalized nudges and AI support encourage users to return to the app

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  • Scotia becomes part of Gen Z’s daily financial learning habits, not just their banking routine

Higher Investment Conversion

Increased Financial Confidence

Better Digital Engagement

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  1. ​

Key Takeaway: Scotia Decoded turns investing confusion into a guided, confidence-building journey for Gen Z.

  • Built on existing Scotia iTRADE + Smart Investor platforms

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  • AI mentor is education-only, keeping it realistic and compliance-friendly
  • Solves Gen Z’s main barrier: confusion and lack of confidence

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  • Helps users understand when to watch, wait, invest, or sell in plain language
  • Covers the full journey: reels → learning → paper trading → real investing

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  • AI mentor keeps users supported and engaged after their first investment

Feasibility

Effectiveness

Completeness

Would it be successful?

Overview

Recommendation

Decision Criteria

Expected Outcome

Mitigations

Implementation

Prototype

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Thank You!

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Appendices

  1. Financials - CAPEX, UAC
  2. Financials - ROI, FORECAST
  3. Heat Map
  4. Gantt Chart
  5. Relevant Statistics
  6. Marketing Example
  7. SWOT Analysis
  8. PEST Analysis
  9. Perceptual Map

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Heat Map

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Likelihood

Severity

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3

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Risk

Mitigation

Contingency

Regulatory/compliance risk from AI “advice”

Users may mistake the AI mentor’s explanations as official financial advice.

Keep the AI as an education-only guide that explains concepts but never directly says “buy” or “sell.” Add disclaimers and advisor escalation.

If risk is too high, replace “invest/sell” language with safer prompts like “review,” “learn more,” or “speak to an advisor.”

Gen Z content feels inauthentic

Reels may feel forced or cringe if the slang sounds corporate.

Test content with Gen Z review panels, student ambassadors, and A/B testing before launch.

If engagement is low, shift to creator-style storytelling using real student money scenarios.

High engagement but low conversion

Reels may get views but not lead to account openings or investing actions.

Connect every reel to a clear in-app action like paper trading, AI mentor, or TFSA setup.

If conversion stays low, add beginner challenges, rewards, or a simplified “start with $25” investing path.

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Gantt Chart

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Financial Analysis - CAPEX, UAC

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Financial Analysis - Financial Forecast, ROI

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  • Only 36% of 18-34 feel confident about basic retirement savings.

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  • 84% feel negative emotions about financial terms like RRSPs.

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  • 64% never received financial literacy education in school

Social Media

Gen-Z Values

Social Media

  • 82% of investors aged 18-24 use social media for investment info

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  • 53% of all investors now use social media for finance — up 18 points since 2020

Relevant Statistics

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SWOT Analysis

S

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O

T

  • Strong brand trust and legacy reputation - young investors perceive it as safer
  • Large existing consumer base
  • Integrated financial ecosystem to make investing convenient
  • Broad investment product suite (iTrade, Smart Investor)
  • Poor youth-focused UX/onboarding friction
  • Young users do not associate Scotiabank with starting to invest.
  • Legacy systems.
  • Product complexity overwhelms beginners.
  • Limited social/educational engagement.
  • Intergenerational wealth transfer.
  • Untapped non-investor market - education-driven acquisition opportunity.
  • Leverage app based engagement.
  • Position as a “safe first step” investing platform like competitors (i.e. Wealthsimple)
  • Aggressive fintech competition (i.e. Wealthsimple)
  • Low switching costs
  • Fee sensitivity
  • Regulatory constraints may limit experimentation speed.

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PEST Analysis

P

E

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T

  • Strong financial regulation in Canada ensure high consumer protection and trust in banks.
  • Regulatory compliance limits speed of innovation.
  • Investment advice rules constraint how aggressively Scotiabank can guide users.
  • High cost of living and housing pressure in Canada.
  • Rising interest rates in recent years.
  • Intergenerational wealth transfer of $1 trillion.

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  • Large portion of young Canadians report low confidence and uncertainty in investing
  • Social media has become primary financial information source.
  • Growing desire for easy-to-follow financial information.
  • Risk tolerance discrepancies.
  • Self-directed platforms typically have simplified decision making.
  • Scotiabank has strong digital infrastructure
  • Scotiabank UX complexity higher than fintech.
  • Growth of AI and personalization provides opportunity for tailored investment decisions.

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Perceptual Map

High Perceived Trust

Low Perceived Trust

Simple/Beginner Friendly

Complex

Before

After