How much should banks care about millennials? A recent op-ed by community bank marketing executive Kevin Tynan argued that banks focus too much on attracting young customers, since they tend to be low-margin, unreliable clients.

I believe this view is misguided. Without millennials, financial institutions will find themselves in a precarious position in coming years, particularly as tech giants like Google, Apple and Samsung seek to elbow in on the financial services industry.

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