Although big banks tend to be ahead of the curve with online and mobile offerings, small banks have some advantages — such as better postcrisis reputations — that could put them streets ahead with millenials. "Does technology play a role? It is the role," said Joe Sullivan, chief executive of consulting firm Market Insights. Glen Fossella, a tech industry executive, says that millennials tend to tie brands to their self-image. For example, they may buy an iPhone in order to seem cooler or smarter than those who purchase an Android. Chicago-based Liberty Bank for Savings conducted a series of focus groups aimed at understanding the banking needs of young people. To better connect with millenials, they now offer debit cards which can be customized to feature iconic local landmarks.