98% of young adults say the cost of living is their number-one financial concern. In 2025, prosperity isn’t about having it all—it’s about keeping afloat, having enough, and knowing how to manage money well.
At Intuit, we believe prosperity should be possible for everyone—no matter where they’re starting from or where they’re headed. Whether it’s through TurboTax, Credit Karma, QuickBooks, or Mailchimp, our goal is simple: to help people feel confident and in control of their money.
This Financial Literacy Month, our 2025 Prosperity Index reveals what’s truly top of mind for young adults—and how they’re rewriting the rules of financial success today.
Peace Over Pressure: Redefining Success
For Gen Z and Millennials, financial prosperity isn’t defined by the size of a paycheck—it’s about building a life that feels grounded, flexible, and fulfilling. For these generations, the new rules of financial success prioritize purpose over profit. They’re choosing simplicity over excess, aiming to live within their means rather than chasing status or being swayed by social media-fueled comparisons. Financial success isn’t about keeping up; it’s about slowing down, making conscious choices, and building a life that aligns with what truly matters.
According to our 2025 Prosperity Index:
- 60% of young adults would rather have a better quality of life than a bigger bank account.
- Gen Z leads the shift, with 64% prioritizing peace of mind over wealth.
- 62% say they’d choose personal time and flexibility over higher income
But this mindset doesn’t mean they’re disengaged from their finances. If anything, they’re more active. This is a generation that values autonomy and intentionality—and they’re building financial confidence through lived experience and tech-enabled tools:
- 61% are saving without professional help (i.e. financial planners, CPAs)
- 33% are investing solo
- 47% are filing taxes using DIY tools like TurboTax
They’re not chasing perfection—they’re building resilience and financial confidence.
The Cost of Uncertainty: Planning Feels Out of Reach
Current instability in the market and the financial landscape of today is casting a long shadow—making it difficult for many to plan for the future with confidence. Sixty-nine percent of respondents say today’s financial environment makes long-term planning feel out of reach, and 68% aren’t sure they’ll ever be able to retire.
Day-to-day costs are also top of mind. An overwhelming 98% cite the cost of living as their number-one financial concern, signaling a collective shift in focus from building wealth to maintaining stability and adaptability in the present. As a result, many are reassessing what financial success even looks like—trading traditional milestones – like starting a family or buying a house – for a more flexible, resilient approach. The pressure of just getting by is replacing the pursuit of “getting ahead,” reshaping goals and priorities in real time.
Young adults are especially affected:
- 75% of Gen Z and 68% of Millennials say economic uncertainty is making it harder to plan
- 30% say they can only afford necessities, with nothing left for life goals
- 48% have delayed travel plans, and 30% have put homeownership on hold due to financial concern
This is a generation focused on keeping afloat through adaptability—navigating day-to-day challenges while remaining positive about a prosperous future down the road.
Welcome to the Self-Taught Era
In response to this uncertainty, people aren’t waiting for the system to catch up—they’re learning as they earn with 48% of people wanting more financial education—with Gen Z leading at 60%, signaling a major appetite for knowledge. In fact, we know that today, 85% of US high school students are interested in learning more about financial topics in school, and while in college, and more than 70% of students experience financial stress.
- 71% say personal experience is what’s shaped their money mindset
- 68% pursue certifications or education to get ahead—opting to skill up
- 36% of Gen Z follow financial influencers and YouTube tutorials to learn as they go
- Only 10% equate financial success with wealth accumulation
The takeaway? While the financial landscape may feel messy, Gen Z and Millennials aren’t opting out—they’re locking in with a renewed desire to better understand and take control of their financial futures. Recognizing this shift, Intuit launched Intuit for Education in 2024—a free financial literacy program offering personal and entrepreneurial finance courses for students and educators. With a bold goal to equip 50 million students with the knowledge and skills to feel financially confident and capable by 2030, Intuit is meeting this moment with real tools for empowerment.
Because for today’s young adults, it’s not about being perfect—it’s about being proactive, informed, and redefining what prosperity truly means.
The New Prosperity Mindset
At Intuit, we believe that prosperity should be possible for everyone—no matter where they’re starting from or where they’re headed. Our financial technology platform is built to help people make confident financial decisions and feel in control of their money.
As we celebrate Financial Literacy Month, we hope these insights inspire new conversations—and more importantly, real momentum—toward a more empowered financial future.
⸻ Methodology: In March 2025, Intuit commissioned an online survey of 1,500 U.S. consumers ages 18-28 (Gen Z), 29-44 (Millennials), and 45-60 (Gen X). The survey focused on uncovering consumer trends and insights among these demographics, with a particular emphasis on the real financial experiences of today’s consumers to uncover what motivates people to take control of their finances, the tools they rely on, and the strategies that help them feel in control. As part of this survey, key questions were revisited from Intuit’s 2023 Prosperity Study. Percentages have been rounded to the nearest decimal place, so values shown in data report charts and graphics may not add up to 100%. Responses were collected using Pollfish audience pools and partner networks with double opt-ins and random device engagement sampling to ensure accurate targeting and results. Respondents received remuneration.