A number of important developments are impacting the Canadian financial services market and its customers. Canadian consumers love credit and debit cards and enjoy the rewards associated with these card programs. Prepaid cards are now part of the payments landscape. Chip card implementation is almost complete. Contactless and mobile payments are available to consumers. Beyond the payments arena, consumers use multiple channels – both traditional and digital – to access their financial accounts. Generational segments such as Millennials, as well as the student market, are key target markets for Canadian banks and credit unions.