For a variety of reasons, Gen Y is a very attractive demographic for financial institutions. If you can get them young, they are likely to stay a long time. And over that time, you have countless opportunities to cross-sell a variety of products and services. But advertisers often make one common mistake when attempting to target them. In actuality, Gen Y is made up of two distinctive groups – and their needs are entirely different. Understanding these differences, and how your products are relevant to them, can mean the difference between money well spent and money down the drain.