The Future of Finance is Social
Engaging the Next Generation of Wealth
Financial decisions don’t happen in spreadsheets anymore. They happen during breakups and job changes. On social feeds. In group chats. And increasingly, with help from AI and AR.
In a partnership with Snapchat, Horizon Futures commissioned Ipsos to survey 1,100 daily U.S. social media users ages 18–44 who either hold or are actively seeking financial products. Our goal was simple: understand when people are open to new financial decisions and where those decisions are actually taking shape.
What we found is clear: financial participation is nearly universal, life moments matter more than ever, and social platforms have become the new financial classroom.
At 95%, Almost Everyone Is In
Let’s start with the basics. 95% of 18–44-year-olds in the U.S. already have at least one financial product, like a credit card or bank account.
Millennials currently lead the pack, holding five products on average, but Gen Z isn’t far behind with 3.7 products each—and they’re closing the gap quickly.
One group stands out in particular: daily Snapchatters. They’re 1.4x more likely than non-Snapchatters to take out a new financial product in the next six months. The momentum is already there; brands just need to meet it.
Life Events Are the Real Triggers
People don’t shop for financial products randomly. They do it when life changes.
Among financially engaged consumers, 85% who experienced a major life event in the past year changed or adopted a new financial product as a result.
For Gen Z, life is especially in flux:
Nearly 8 in 10 experienced a major life event in the past year
3 in 4 expect at least one more in the next 12 months
They’re most likely to adopt financial tools during career and education transitions, while Millennials tend to seek new products around major purchases, like buying a car.
The takeaway? Timing isn’t a nice-to-have. It’s everything.
Social Is Where Financial Literacy Lives
Interest in financial products is high—confidence is not.
82% of consumers say they need more education to navigate complex financial options like crypto or pensions. And they’re not looking for that education on brand websites or in PDFs.
They’re looking for it on social.
Among people who own or are seeking financial products, 8 in 10 want educational content from financial brands on social platforms. And this isn’t just passive learning; exposure leads to action.
Daily Snapchatters are 2x more likely to try a new financial product after seeing it on social.
Education, discovery, and conversion are now part of the same loop.
AI and AR Are Making Money Make Sense
As financial lives move further online, understanding matters as much as access.
Emerging tech is filling that gap.
4 in 10 consumers want interactive product guides on social platforms
50% are already using AI or emerging tech more than they were a year ago
Snapchatters again lead the charge, showing 2.1x higher interest in using AR to learn about financial products.
When people can visualize options, explore scenarios, and see outcomes before committing, confidence follows. AI and AR don’t just simplify finance—they make it feel tangible.
What This Means for Brands
Focus on life events 🏡
Financial engagement is already high, but the biggest opportunity lies in what comes next. Gen Z is early in their financial journey and just beginning to form brand preferences. Winning them now isn’t about a single product; it’s about building lifelong relationships through consistent presence during key transitions.
Help bridge the education gap 💸
People want guidance, not lectures. Social-first education works when it feels relatable, relevant, and human. Creators are critical here—they translate complexity into real-world context and build trust through authenticity, not authority.
Embrace emerging tech ❇️
AI and AR are becoming foundational to how people manage money. From personalized recommendations to immersive product exploration, these tools reduce friction and turn intent into confident action.
Invest in social—fully ⚡
Financial decisions don’t happen in isolation anymore. They’re shaped by conversation, validation, and shared experience. Brands that show up on social aren’t just driving awareness; they’re influencing how confidence is built and choices are made.