Sber Private Banking always builds long-term relationships with its clients. Therefore, it's important for SPB to gain the loyalty of young people who will continue their parents' business and manage the capital of the largest clients in a few years. Our target audience is not just young people from wealthy families. They belong to Generation Z and they care about benefiting society. To launch their own projects, they need new knowledge and experience. That's why we decided to connect with them through the Edutainment format. "Future Creators" is a closed club of heirs of Sber Private Banking clients' capital, which brings together talented and successful young people to create their own projects for the future. Within the club, there are business games, masterclasses, closed meetings, and parties. The social mission of the project: To instill in the heirs of SPB clients' capital the principles of sustainable development, socially responsible management, and innovative thinking. No bank has previously worked in this format with our target audience. It is customary to build a connection with youth, especially affluent youth, through the entertainment segment. Based on the insights of the target audience, we have opted for an edutainment format, which has allowed us to address business objectives and fulfill the stated social mission.