According to a three-year study by Scratch, Millennials consider financial institutions to be the most hated and irrelevant brands on our planet. As dramatic as it sounds, this finding is unremarkable, at least as concerns this generation’s emotional position on financial institutions. In 25 years of being in the FinTech industry, I have never heard people say they loved their bank or wanted to send flowers to their credit union. Most of us don’t even like the act of banking no matter how convenient it gets. For most of us, it is simply a necessary yet mundane chore we have to do.