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How this company is appealing to millennials

September 24, 2015, 1:00 PM UTC
Fidelity Annual Report 2011
Courtesy of Fidelity Investments

MPW Insider is an online community where the biggest names in business and beyond answer timely career and leadership questions. Today’s answer for: What’s your biggest worry and how are you dealing with it? is written by Kathy Murphy, president of personal investing at Fidelity.

I think a lot about positioning Fidelity as a strong cultivator of talent, particularly millennial talent, in order to fully leverage the continued and accelerating growth of our business and the significant opportunities in front of us. In financial services, our clients trust us with one of the most important aspects of their lives — their financial well-being — so that they can live the lives of their dreams. It is fundamentally a relationship and service business that increasingly leverages new digital capabilities to provide an empowering and satisfying customer experience.

See also: Why this CEO wants employees to speak up to leaders

Attracting and retaining high-quality talent, particularly millennials, is incredibly competitive. Millennials have a different set of expectations and experiences than previous generations. We are embracing these differences and challenging ourselves to create an engaging, inspiring and purpose-driven culture, while also embracing millennials’ perspectives in designing innovative solutions and capabilities. It’s a fun and energizing challenge and opportunity to think about the world through the eyes of millennials and to shift the organization to that new and important reality.