Banks are not effectively engaging young customers with their current savings products. Products aimed at kids feature childish characters and themes that do not relate to saving money. The marketing messages are not written for a young audience and instead seem aimed at getting the parents to open an account for rewards rather than teaching kids the importance of saving. Banks need to develop a continuity of objectives to teach kids the concepts of saving from an early age by starting with programs that engage both parents and kids and give kids goals to work towards with their savings.