Synchrony Financial

Synchrony, a prominent financial services company, was established in 2014 following its spin-off from General Electric (GE) where it had a long history as a significant financial arm. Synchrony became the largest issuer of private label credit cards in the United States. The company’s CEO, Margaret Keane, faced the task of harmonizing the firm’s deep legacy with innovative practices to attract and retain millennial talent in an era where traditional financial services are perceived as less appealing career options. Keane had to ensure these young professionals' insights drove the development of new products and services suited to millennial spending habits.

Furthermore, Synchrony faced heightened competition from fintech companies that have successfully captured millennial credit preferences with innovative and user-friendly products. Another significant challenge involves supporting retail partners as they navigate the evolving retail landscape marked by a shift towards omni-channel retailing, which blends online and physical store experiences.