Gen Z And Millennials Financial Literacy Market
Gen Z & Millennials Financial Literacy Market Forecasts to 2032 – Global Analysis By Product Type (Budgeting Tools, Investment Platforms, Savings & Goal-Tracking Apps, Credit Score Management, Financial Education Content and Other Product Types), Offering Type, Content Format & Pedagogy, Delivery Mode, Revenue Model, End User and By Geography
According to Stratistics MRC, the Global Gen Z & Millennials Financial Literacy Market is accounted for $10.27 billion in 2025 and is expected to reach $17.84 billion by 2032 growing at a CAGR of 8.2% during the forecast period. Gen Z and Millennials' financial literacy is the understanding and application of financial concepts such as budgeting, saving, investing, credit management, and debt reduction. This literacy is shaped by digital tools, economic challenges, and evolving financial landscapes. While tech-savvy and open to innovation, these generations often face gaps in formal financial education. Enhancing their financial literacy is crucial for informed decision-making, long-term financial stability, and adapting to changing economic conditions and opportunities in a digital-first world.
According to a study published in the Swiss Journal of Economics and Statistics, financial literacy remains low even in advanced economies, with only about one-third of the global population demonstrating familiarity with basic financial concepts essential for everyday decision-making.
Market Dynamics:
Driver:
Digital-native learning preference
Gen Z and Millennials are inherently comfortable with digital ecosystems, preferring interactive and mobile-based financial education tools over traditional formats. Their affinity for bite-sized content, social media engagement, and gamified learning modules has reshaped how financial literacy is delivered. Platforms that integrate real-time feedback, personalized dashboards, and peer-to-peer learning are gaining traction. This shift is further supported by the proliferation of fintech apps that simplify budgeting, investing, and credit tracking.
Restraint:
Information overload & misinformation
The abundance of unverified advice on social platforms, coupled with algorithm-driven echo chambers, often leads to confusion and poor financial decisions. This environment complicates efforts to build foundational financial knowledge, especially among first-time earners and students. Moreover, the lack of standardized financial education across schools and institutions exacerbates disparities in financial understanding.
Opportunity:
Developing mobile-first apps, gamified modules, and short-form video content
Gamification elements such as rewards, challenges, and progress tracking are proving effective in boosting engagement and retention. Short-form videos, especially those optimized for platforms like Instagram Reels and YouTube Shorts, are becoming powerful tools for delivering financial tips and tutorials. Startups and fintech firms are leveraging AI to personalize learning paths, while partnerships with educational institutions are expanding reach. These formats align with the consumption habits of younger users, making financial education more accessible and enjoyable
Threat:
Prevalence of financial scams & fraud
Gen Z and Millennials, often active on digital platforms, are vulnerable to phishing, investment fraud, and identity theft. The rise of fake financial advisors and deceptive crypto schemes has led to monetary losses and eroded trust in digital finance. Additionally, limited awareness of cybersecurity practices among younger users heightens exposure to fraud. Combating this threat requires robust digital safety education, multi-factor authentication tools, and collaboration between fintech firms and regulators to flag and remove malicious actors
Covid-19 Impact:
The pandemic accelerated digital adoption among Gen Z and Millennials, reshaping their financial priorities and behaviors. With physical banking services disrupted, users turned to mobile apps for budgeting, investing, and credit monitoring. Remote learning and work-from-home models increased screen time, boosting engagement with financial content. However, economic uncertainty led to cautious spending, increased savings, and a surge in interest toward emergency funds and passive income strategies.
The credit score management segment is expected to be the largest during the forecast period
The credit score management segment is expected to account for the largest market share during the forecast period due to rising awareness of credit health among young adults. With increasing reliance on credit for education, housing, and lifestyle purchases, Gen Z and Millennials are actively seeking platforms that offer real-time credit tracking, improvement tips, and personalized recommendations. Integration with BNPL services and loan eligibility calculators further enhances the utility of these tools, making them indispensable for financial planning.
The investment & micro-investing platforms segment is expected to have the highest CAGR during the forecast period
Over the forecast period, the investment & micro-investing platforms segment is predicted to witness the highest growth rate as these platforms democratize investing by allowing users to start with minimal capital and offering fractional shares, automated portfolios, and educational content. Gen Z’s interest in cryptocurrencies, ESG investing, and decentralized finance is fueling demand for intuitive, mobile-first solutions. The segment benefits from influencer-driven marketing and community-based investing models that resonate with younger audiences.
Region with largest share:
During the forecast period, the North America region is expected to hold the largest market share driven by high fintech penetration, robust digital infrastructure, and proactive financial education initiatives. The region hosts leading startups and established players offering tailored financial literacy tools for youth. Government-backed programs and school-based curricula further support market expansion. Additionally, the prevalence of student loans and credit-based consumption has heightened demand for financial guidance among Millennials and Gen Z.
Region with highest CAGR:
Over the forecast period, the Asia Pacific region is anticipated to exhibit the highest CAGR due to rapid smartphone adoption, growing middle-class populations, and expanding fintech ecosystems. Countries like India, Indonesia, and Vietnam are witnessing a surge in youth-focused financial platforms that blend vernacular content with gamified learning. Regional disparities in financial access are being addressed through mobile-first solutions and government-led digital literacy campaigns. The region’s dynamic startup landscape and favorable regulatory environment are key growth drivers.
Key players in the market
Some of the key players in Gen Z & Millennials Financial Literacy Market include NerdWallet, Credit Karma, Mint, Acorns, Stash, Robinhood, SoFi, Wealthsimple, Revolut, Chime, Betterment, Greenlight, EverFi, Khan Academy, Next Gen Personal Finance (NGPF), Junior Achievement, Cleo, YNAB, LearnVest, and PocketGuard.
Key Developments:
In September 2025, Revolut expanded its partnership with Google Cloud to scale toward 100M+ users globally. The collaboration includes AI tools for fraud detection and personalized financial services. It supports Revolut’s aggressive product roadmap including ATMs and mortgages.
In September 2025, Chime introduced a redesigned credit card offering cash-back rewards and fee-free banking. The product targets Gen Z and millennial users seeking flexible credit-building tools. It complements Chime’s IPO momentum and enterprise partnerships.
In September 2025, NGPF supported new mandates making financial literacy a graduation requirement in California and Texas. It also partnered with Dow Jones to provide 1,000 WSJ and MarketWatch subscriptions to educators. These moves advance NGPF’s goal of universal financial education by 2030.
Product Types Covered:
• Budgeting Tools
• Investment Platforms
• Savings & Goal-Tracking Apps
• Credit Score Management
• Financial Education Content
• Other Product Types
Offering Types Covered:
• Educational Content
• Personal Finance Apps
• Investment & Micro-Investing Platforms
• Credit & Borrowing Education Tools
• Gamified Learning & Simulators
• Employer-Sponsored Programs & Benefits Platforms
• Community Programs
• Other Offering Types
Content Format & Pedagogies Covered:
• Microlearning & Bite-Sized Modules
• Video-First Lessons
• Interactive Tools & Calculators
• Simulations & Role-Play
• Certification & Credentials
• Other Content Format & Pedagogies
Delivery Modes Covered:
• Mobile Applications
• Web Platforms
• Gamified Learning Modules
• Social Media Channels
• Other Delivery Modes
Revenue Models Covered:
• Freemium
• Subscription-Based
• Ad-Supported
• Commission-Based
End Users Covered:
• Individual Gen Z users (16–24)
• Individual Millennials (25–40)
• Parents / Guardians
• Educational Institutions
• Employers & HR/Benefits Providers
• Non-Profits & Government Programs
Regions Covered:
• North America
o US
o Canada
o Mexico
• Europe
o Germany
o UK
o Italy
o France
o Spain
o Rest of Europe
• Asia Pacific
o Japan
o China
o India
o Australia
o New Zealand
o South Korea
o Rest of Asia Pacific
• South America
o Argentina
o Brazil
o Chile
o Rest of South America
• Middle East & Africa
o Saudi Arabia
o UAE
o Qatar
o South Africa
o Rest of Middle East & Africa
What our report offers:
- Market share assessments for the regional and country-level segments
- Strategic recommendations for the new entrants
- Covers Market data for the years 2024, 2025, 2026, 2028, and 2032
- Market Trends (Drivers, Constraints, Opportunities, Threats, Challenges, Investment Opportunities, and recommendations)
- Strategic recommendations in key business segments based on the market estimations
- Competitive landscaping mapping the key common trends
- Company profiling with detailed strategies, financials, and recent developments
- Supply chain trends mapping the latest technological advancements
Free Customization Offerings:
All the customers of this report will be entitled to receive one of the following free customization options:
• Company Profiling
o Comprehensive profiling of additional market players (up to 3)
o SWOT Analysis of key players (up to 3)
• Regional Segmentation
o Market estimations, Forecasts and CAGR of any prominent country as per the client's interest (Note: Depends on feasibility check)
• Competitive Benchmarking
o Benchmarking of key players based on product portfolio, geographical presence, and strategic alliances
Table of Contents
1 Executive Summary
2 Preface
2.1 Abstract
2.2 Stake Holders
2.3 Research Scope
2.4 Research Methodology
2.4.1 Data Mining
2.4.2 Data Analysis
2.4.3 Data Validation
2.4.4 Research Approach
2.5 Research Sources
2.5.1 Primary Research Sources
2.5.2 Secondary Research Sources
2.5.3 Assumptions
3 Market Trend Analysis
3.1 Introduction
3.2 Drivers
3.3 Restraints
3.4 Opportunities
3.5 Threats
3.6 Product Analysis
3.7 End User Analysis
3.8 Emerging Markets
3.9 Impact of Covid-19
4 Porters Five Force Analysis
4.1 Bargaining power of suppliers
4.2 Bargaining power of buyers
4.3 Threat of substitutes
4.4 Threat of new entrants
4.5 Competitive rivalry
5 Global Gen Z & Millennials Financial Literacy Market, By Product Type
5.1 Introduction
5.2 Budgeting Tools
5.3 Investment Platforms
5.4 Savings & Goal-Tracking Apps
5.5 Credit Score Management
5.6 Financial Education Content
5.7 Other Product Types
6 Global Gen Z & Millennials Financial Literacy Market, By Offering Type
6.1 Introduction
6.2 Educational Content
6.3 Personal Finance Apps
6.4 Investment & Micro-Investing Platforms
6.5 Credit & Borrowing Education Tools
6.6 Gamified Learning & Simulators
6.7 Employer-Sponsored Programs & Benefits Platforms
6.8 Community Programs
6.9 Other Offering Types
7 Global Gen Z & Millennials Financial Literacy Market, By Content Format & Pedagogy
7.1 Introduction
7.2 Microlearning & Bite-Sized Modules
7.3 Video-First Lessons
7.4 Interactive Tools & Calculators
7.5 Simulations & Role-Play
7.6 Certification & Credentials
7.7 Other Content Format & Pedagogies
8 Global Gen Z & Millennials Financial Literacy Market, By Delivery Mode
8.1 Introduction
8.2 Mobile Applications
8.3 Web Platforms
8.4 Gamified Learning Modules
8.5 Social Media Channels
8.6 Other Delivery Modes
9 Global Gen Z & Millennials Financial Literacy Market, By Revenue Model
9.1 Introduction
9.2 Freemium
9.3 Subscription-Based
9.4 Ad-Supported
9.5 Commission-Based
10 Global Gen Z & Millennials Financial Literacy Market, By End User
10.1 Introduction
10.2 Individual Gen Z users (16–24)
10.3 Individual Millennials (25–40)
10.4 Parents / Guardians
10.5 Educational Institutions
10.6 Employers & HR/Benefits Providers
10.7 Non-Profits & Government Programs
11 Global Gen Z & Millennials Financial Literacy Market, By Geography
11.1 Introduction
11.2 North America
11.2.1 US
11.2.2 Canada
11.2.3 Mexico
11.3 Europe
11.3.1 Germany
11.3.2 UK
11.3.3 Italy
11.3.4 France
11.3.5 Spain
11.3.6 Rest of Europe
11.4 Asia Pacific
11.4.1 Japan
11.4.2 China
11.4.3 India
11.4.4 Australia
11.4.5 New Zealand
11.4.6 South Korea
11.4.7 Rest of Asia Pacific
11.5 South America
11.5.1 Argentina
11.5.2 Brazil
11.5.3 Chile
11.5.4 Rest of South America
11.6 Middle East & Africa
11.6.1 Saudi Arabia
11.6.2 UAE
11.6.3 Qatar
11.6.4 South Africa
11.6.5 Rest of Middle East & Africa
12 Key Developments
12.1 Agreements, Partnerships, Collaborations and Joint Ventures
12.2 Acquisitions & Mergers
12.3 New Product Launch
12.4 Expansions
12.5 Other Key Strategies
13 Company Profiling
13.1 NerdWallet
13.2 Credit Karma
13.3 Mint
13.4 Acorns
13.5 Stash
13.6 Robinhood
13.7 SoFi
13.8 Wealthsimple
13.9 Revolut
13.10 Chime
13.11 Betterment
13.12 Greenlight
13.13 EverFi
13.14 Khan Academy
13.15 Next Gen Personal Finance (NGPF)
13.16 Junior Achievement
13.17 Cleo
13.18 YNAB
13.19 LearnVest
13.20 PocketGuard
List of Tables
1 Global Gen Z & Millennials Financial Literacy Market Outlook, By Region (2024-2032) ($MN)
2 Global Gen Z & Millennials Financial Literacy Market Outlook, By Product Type (2024-2032) ($MN)
3 Global Gen Z & Millennials Financial Literacy Market Outlook, By Budgeting Tools (2024-2032) ($MN)
4 Global Gen Z & Millennials Financial Literacy Market Outlook, By Investment Platforms (2024-2032) ($MN)
5 Global Gen Z & Millennials Financial Literacy Market Outlook, By Savings & Goal-Tracking Apps (2024-2032) ($MN)
6 Global Gen Z & Millennials Financial Literacy Market Outlook, By Credit Score Management (2024-2032) ($MN)
7 Global Gen Z & Millennials Financial Literacy Market Outlook, By Financial Education Content (2024-2032) ($MN)
8 Global Gen Z & Millennials Financial Literacy Market Outlook, By Other Product Types (2024-2032) ($MN)
9 Global Gen Z & Millennials Financial Literacy Market Outlook, By Offering Type (2024-2032) ($MN)
10 Global Gen Z & Millennials Financial Literacy Market Outlook, By Educational Content (2024-2032) ($MN)
11 Global Gen Z & Millennials Financial Literacy Market Outlook, By Personal Finance Apps (2024-2032) ($MN)
12 Global Gen Z & Millennials Financial Literacy Market Outlook, By Investment & Micro-Investing Platforms (2024-2032) ($MN)
13 Global Gen Z & Millennials Financial Literacy Market Outlook, By Credit & Borrowing Education Tools (2024-2032) ($MN)
14 Global Gen Z & Millennials Financial Literacy Market Outlook, By Gamified Learning & Simulators (2024-2032) ($MN)
15 Global Gen Z & Millennials Financial Literacy Market Outlook, By Employer-Sponsored Programs & Benefits Platforms (2024-2032) ($MN)
16 Global Gen Z & Millennials Financial Literacy Market Outlook, By Community Programs (2024-2032) ($MN)
17 Global Gen Z & Millennials Financial Literacy Market Outlook, By Other Offering Types (2024-2032) ($MN)
18 Global Gen Z & Millennials Financial Literacy Market Outlook, By Content Format & Pedagogy (2024-2032) ($MN)
19 Global Gen Z & Millennials Financial Literacy Market Outlook, By Microlearning & Bite-Sized Modules (2024-2032) ($MN)
20 Global Gen Z & Millennials Financial Literacy Market Outlook, By Video-First Lessons (2024-2032) ($MN)
21 Global Gen Z & Millennials Financial Literacy Market Outlook, By Interactive Tools & Calculators (2024-2032) ($MN)
22 Global Gen Z & Millennials Financial Literacy Market Outlook, By Simulations & Role-Play (2024-2032) ($MN)
23 Global Gen Z & Millennials Financial Literacy Market Outlook, By Certification & Credentials (2024-2032) ($MN)
24 Global Gen Z & Millennials Financial Literacy Market Outlook, By Other Content Format & Pedagogies (2024-2032) ($MN)
25 Global Gen Z & Millennials Financial Literacy Market Outlook, By Delivery Mode (2024-2032) ($MN)
26 Global Gen Z & Millennials Financial Literacy Market Outlook, By Mobile Applications (2024-2032) ($MN)
27 Global Gen Z & Millennials Financial Literacy Market Outlook, By Web Platforms (2024-2032) ($MN)
28 Global Gen Z & Millennials Financial Literacy Market Outlook, By Gamified Learning Modules (2024-2032) ($MN)
29 Global Gen Z & Millennials Financial Literacy Market Outlook, By Social Media Channels (2024-2032) ($MN)
30 Global Gen Z & Millennials Financial Literacy Market Outlook, By Other Delivery Modes (2024-2032) ($MN)
31 Global Gen Z & Millennials Financial Literacy Market Outlook, By Revenue Model (2024-2032) ($MN)
32 Global Gen Z & Millennials Financial Literacy Market Outlook, By Freemium (2024-2032) ($MN)
33 Global Gen Z & Millennials Financial Literacy Market Outlook, By Subscription-Based (2024-2032) ($MN)
34 Global Gen Z & Millennials Financial Literacy Market Outlook, By Ad-Supported (2024-2032) ($MN)
35 Global Gen Z & Millennials Financial Literacy Market Outlook, By Commission-Based (2024-2032) ($MN)
36 Global Gen Z & Millennials Financial Literacy Market Outlook, By End User (2024-2032) ($MN)
37 Global Gen Z & Millennials Financial Literacy Market Outlook, By Individual Gen Z users (16–24) (2024-2032) ($MN)
38 Global Gen Z & Millennials Financial Literacy Market Outlook, By Individual Millennials (25–40) (2024-2032) ($MN)
39 Global Gen Z & Millennials Financial Literacy Market Outlook, By Parents / Guardians (2024-2032) ($MN)
40 Global Gen Z & Millennials Financial Literacy Market Outlook, By Educational Institutions (2024-2032) ($MN)
41 Global Gen Z & Millennials Financial Literacy Market Outlook, By Employers & HR/Benefits Providers (2024-2032) ($MN)
42 Global Gen Z & Millennials Financial Literacy Market Outlook, By Non-Profits & Government Programs (2024-2032) ($MN)
Note: Tables for North America, Europe, APAC, South America, and Middle East & Africa Regions are also represented in the same manner as above.
List of Figures
RESEARCH METHODOLOGY
We at ‘Stratistics’ opt for an extensive research approach which involves data mining, data validation, and data analysis. The various research sources include in-house repository, secondary research, competitor’s sources, social media research, client internal data, and primary research.
Our team of analysts prefers the most reliable and authenticated data sources in order to perform the comprehensive literature search. With access to most of the authenticated data bases our team highly considers the best mix of information through various sources to obtain extensive and accurate analysis.
Each report takes an average time of a month and a team of 4 industry analysts. The time may vary depending on the scope and data availability of the desired market report. The various parameters used in the market assessment are standardized in order to enhance the data accuracy.
Data Mining
The data is collected from several authenticated, reliable, paid and unpaid sources and is filtered depending on the scope & objective of the research. Our reports repository acts as an added advantage in this procedure. Data gathering from the raw material suppliers, distributors and the manufacturers is performed on a regular basis, this helps in the comprehensive understanding of the products value chain. Apart from the above mentioned sources the data is also collected from the industry consultants to ensure the objective of the study is in the right direction.
Market trends such as technological advancements, regulatory affairs, market dynamics (Drivers, Restraints, Opportunities and Challenges) are obtained from scientific journals, market related national & international associations and organizations.
Data Analysis
From the data that is collected depending on the scope & objective of the research the data is subjected for the analysis. The critical steps that we follow for the data analysis include:
- Product Lifecycle Analysis
- Competitor analysis
- Risk analysis
- Porters Analysis
- PESTEL Analysis
- SWOT Analysis
The data engineering is performed by the core industry experts considering both the Marketing Mix Modeling and the Demand Forecasting. The marketing mix modeling makes use of multiple-regression techniques to predict the optimal mix of marketing variables. Regression factor is based on a number of variables and how they relate to an outcome such as sales or profits.
Data Validation
The data validation is performed by the exhaustive primary research from the expert interviews. This includes telephonic interviews, focus groups, face to face interviews, and questionnaires to validate our research from all aspects. The industry experts we approach come from the leading firms, involved in the supply chain ranging from the suppliers, distributors to the manufacturers and consumers so as to ensure an unbiased analysis.
We are in touch with more than 15,000 industry experts with the right mix of consultants, CEO's, presidents, vice presidents, managers, experts from both supply side and demand side, executives and so on.
The data validation involves the primary research from the industry experts belonging to:
- Leading Companies
- Suppliers & Distributors
- Manufacturers
- Consumers
- Industry/Strategic Consultants
Apart from the data validation the primary research also helps in performing the fill gap research, i.e. providing solutions for the unmet needs of the research which helps in enhancing the reports quality.
For more details about research methodology, kindly write to us at info@strategymrc.com
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