Millennials are both coveted and scorned by marketers. They are open‐minded, self‐revealing and bold, but also digitally savvy consumers who want it on their own terms. All too often, those are terms that resist traditional influence, requiring marketers to understand and innovate in order to reap the substantial rewards. Steven Dupree, VP of Marketing for 6 billion dollar marketplace lender SoFi, is helping adapt a go to market strategy for the lending industry to the “older millennial” segment. In this installment of Moneyball for Marketing, Steven talks about catering for mobile, cross channel marketing and building trust in your brand, amongst other topics.