Rethinking
Financial
Wellness

The survey revealed a sharp generational divide. Gen Z is the most open to trusting financial experts, with nearly two-thirds (64%) saying they trust experts completely or somewhat. In contrast, fewer than half of boomers (49%) said the same.

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This reflects a generational reality: younger Americans, navigating financial independence in an era of digital complexity, are actively seeking and trusting expert guidance. Older generations, shaped by decades of economic cycles, remain more self-reliant. For financial companies, the implication is clear: advice must be delivered in 
ways that are accessible and engaging for younger audiences, and credible and relationship-driven for older ones.

How much Americans trust financial experts

Americans of all ages were asked to rate their level of trust in financial experts, and there were some major generational differences.

Source: “Who Americans Trust for Financial Advice in 2025—and Why It Varies by Age and Income.” GOBankingRates. Accessed September 4, 2025.

Another divide lies in the threshold for professional advice. Forty percent of men said they would only seek advice once they had $100,000 or more in savings and investments. For women, that number dropped to 29%.

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This means women are more likely to seek out advice earlier in their financial journey. For the industry, it highlights the opportunity to design products and guidance that are inclusive, approachable, and not tied solely to wealth accumulation.

Even as financial content saturates social platforms, Americans are growing more cautious about credibility. TikTok ranked as the least trusted source of financial advice overall (44%), including 53% of Gen Z.

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This paradox—that people consume finance content online while distrusting much of it—highlights a critical gap. Access withouttrust doesn’t create impact. For financial institutions, the mandate is clear: bring credible voices into the channels consumers already use, delivering guidance that blends reach with both reliability and personalization.

Financial wellness is not just about what people know—it’s about what they do. Advice only creates impact when it translates into action: paying down debt, sticking to a savings plan, or resisting panic-selling in a downturn.

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This is where financial institutions have an opportunity to play a transformative role. AI has made it easier than ever to generate content, but what will truly distinguish leaders is their ability to shape behavior through data-driven, personalized, in-the-moment guidance.

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The advantage lies in the data institutions already hold—providing a full view of an individual’s financial life and key milestones. By bringing together AI, behavioral science, and personalization, institutions can evolve from offering static advice to delivering dynamic support.

The way Americans view financial advice is changing rapidly. Trust is rising among younger generations, women are seeking guidance earlier, and skepticism toward unverified sources is growing. For the industry, the challenge—and opportunity—is to meet this moment with solutions that combine credible education and personalized, behavior-shaping tools.

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Financial institutions and fintechs are uniquely positioned to bridge this gap. By leveraging 
their expertise, amplifying trusted voices, and applying technology and data to make advice actionable, they can move beyond transactions to become true partners in their customers’ financial lives.

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Because in the end, financial wellness isn’t about knowing whatto do—it’s about building the confidence and behaviors to do it—consistently and at the moments that matter most.