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Gen Z Can Build a Brand Before Opening a Bank Account — And That's a Problem

MarketDash Editorial Team
1 day ago
Gen Z has mastered the internet but struggles with basic financial concepts like interest rates and compound interest. The gap is real, but companies and states are finally stepping up to help.

Here's the paradox: Gen Z can launch a side hustle, build a social media following, and navigate TikTok's algorithm like seasoned pros. But ask them about compound interest or how many cents are in a dollar, and things get fuzzy fast.

A recent survey of 2,000 Americans aged 18 to 27 revealed some eye-opening gaps. Nearly half of Gen Z (46%) struggles to understand cryptocurrency. A third don't grasp interest rates or inflation. Another 28% can't explain compound interest, and 22% are confused about credit scores, mortgages, or loans. The kicker? Eight percent aren't sure how many cents make up a dollar, with guesses ranging from 10 to 50 to "it depends on inflation."

Sure, some of these responses might make you laugh. But they also point to something serious: a disconnect between what young people are learning and what they actually need to know in today's financial world.

Gen Z isn't dumb. They're dealing with a financial landscape that's more complex, more digital, and way more expensive than what previous generations faced. Rising costs, uncertain Social Security benefits, and a constant stream of conflicting financial advice online mean they're learning the rules of a game that won't stop changing.

The encouraging part? Progress is happening. Thirty states now require standalone personal finance courses in high school — nearly double the number from just a few years ago. According to reports, companies like Intuit are rolling out free online tools aimed at helping 50 million students develop real-world money skills by 2030.

For financial advisors, this isn't just an education story. It's an opportunity. Gen Z doesn't lack intelligence; they lack context and guidance. They've grown up stitching together financial knowledge from influencers and social media, not trained professionals.

While AI tools continue gaining traction, younger investors still need human advisors — even if they don't realize it yet. As we've seen, people trust AI with small amounts, but not with their retirement.

Advisors who offer judgment-free financial education now, even in small doses, will earn trust long before Gen Z builds serious wealth. And when they do accumulate assets? They'll know exactly who to call.

The financial literacy gap is real and measurable. The real question is: who's going to show up and help close it?

Back to News

Gen Z Can Build a Brand Before Opening a Bank Account — And That's a Problem

MarketDash Editorial Team
1 day ago
Gen Z has mastered the internet but struggles with basic financial concepts like interest rates and compound interest. The gap is real, but companies and states are finally stepping up to help.

Here's the paradox: Gen Z can launch a side hustle, build a social media following, and navigate TikTok's algorithm like seasoned pros. But ask them about compound interest or how many cents are in a dollar, and things get fuzzy fast.

A recent survey of 2,000 Americans aged 18 to 27 revealed some eye-opening gaps. Nearly half of Gen Z (46%) struggles to understand cryptocurrency. A third don't grasp interest rates or inflation. Another 28% can't explain compound interest, and 22% are confused about credit scores, mortgages, or loans. The kicker? Eight percent aren't sure how many cents make up a dollar, with guesses ranging from 10 to 50 to "it depends on inflation."

Sure, some of these responses might make you laugh. But they also point to something serious: a disconnect between what young people are learning and what they actually need to know in today's financial world.

Gen Z isn't dumb. They're dealing with a financial landscape that's more complex, more digital, and way more expensive than what previous generations faced. Rising costs, uncertain Social Security benefits, and a constant stream of conflicting financial advice online mean they're learning the rules of a game that won't stop changing.

The encouraging part? Progress is happening. Thirty states now require standalone personal finance courses in high school — nearly double the number from just a few years ago. According to reports, companies like Intuit are rolling out free online tools aimed at helping 50 million students develop real-world money skills by 2030.

For financial advisors, this isn't just an education story. It's an opportunity. Gen Z doesn't lack intelligence; they lack context and guidance. They've grown up stitching together financial knowledge from influencers and social media, not trained professionals.

While AI tools continue gaining traction, younger investors still need human advisors — even if they don't realize it yet. As we've seen, people trust AI with small amounts, but not with their retirement.

Advisors who offer judgment-free financial education now, even in small doses, will earn trust long before Gen Z builds serious wealth. And when they do accumulate assets? They'll know exactly who to call.

The financial literacy gap is real and measurable. The real question is: who's going to show up and help close it?