In this ProSight Quick Q&A with Lee Wetherington, senior director of corporate strategy at Jack Henry, and Marcell King, president and COO of Nuuvia, we explore why Gen X deserves more attention from banks and credit unions today. Long viewed as the overlooked generation, Gen X now sits at the center of major family financial decisions—from helping children enter adulthood to supporting aging parents and preparing for the coming wealth transfer.

Wetherington and King share insights on how financial institutions can stay relevant to Gen X while strengthening relationships across the broader family ecosystem.

• Why Gen X is more influential than its size suggests
• How the sandwich generation is reshaping family financial needs
• What banks can learn from fintechs about solving specific customer problems
• Why fraud protection and elder care matter for Gen X caregivers
• How serving Gen X can help banks reach younger and older customers