ABSTRACT Gen Y places a greater emphasis on mobility and online access. Their expectation must be embraced by the financial services sector, as these groups of future ‘mass affluent’ are the customers to attract, and retain as they travel through life. Banks should adequately understand the demands of the customers and develop products and services that will suit the needs of all ages. The high expectations of these tech-savvy generations must be met by offering technologically advanced self-service features. This paper focuses on the need for Banks to concentrate on achieving customer primacy through digital engagement especially with respect to Gen Y customers. The paper has used a DBAM (Digital Banking Acceptance Model) to identify the key areas which banks should centre their Dig banking efforts.