We set out to learn about millennials and the reasons for their disconnect with banks. We ran customer insight development sessions with BBVA employees from those branches with the highest number of millennial customers and conducted interviews with nearly 80 prospective customers, between 16 and 26 years old, recruited on the spot at the exit of movie theaters and other popular leisure venues. We worked internally to come up with alternative value propositions and run low cost market tests to validate the key hypotheses. We wrapped up our work formulating customer relationship tactics, identifying new revenue sources, and developing pricing structures for financial products.