Financial decisions are no longer made in spreadsheets or bank branches—they unfold during major life moments, across social platforms, and increasingly with support from AI and AR.

In partnership with Snapchat, Horizon Futures worked with Ipsos to survey 1,100 daily US social media users (ages 18–44) who hold or are seeking financial products. The research identifies key “trigger moments” for product adoption and examines how social platforms are becoming central to financial learning.

Financial Participation Is Nearly Universal

The next generation of wealth is already here: 95% of 18–44-year-olds in the US have at least one financial product. Millennials lead with five products on average, while Gen Z holds 3.7 on average and is quickly catching up. Daily Snapchatters stand out: they’re 1.4x more likely to take out a new financial product in the next six months compared to non-Snapchatters.

Life Events Drive Financial Decisions

Life transitions remain the biggest catalysts for new financial needs. 85% of financially engaged consumers who experienced a life event in the past year changed or adopted a new financial product. Gen Z in particular is in motion: 8 in 10 experienced a major life event in the past year, and 3 in 4 expect at least one more in the next 12 months. They tend to seek new products during career or education shifts, while Millennials do so around major purchases, like buying a car.

Social Media Is the New Financial Classroom

Interest in financial products is strong, but 82% of consumers say they need more education to navigate complex options like crypto or pensions. Social platforms are where that learning now happens: 8 in 10 people who own or are seeking financial products want educational content from financial brands on social. Social presence directly influences behavior: Snapchatters are 2x more likely to try a new financial product after seeing it on social platforms.

“We’re witnessing a fundamental cultural shift in how financial confidence is built. It’s no longer a top-down lecture from traditional institutions, but a peer-to-peer conversation happening in the digital spaces where the next generation lives, learns, and connects. For brands to succeed, they must evolve from being a distant authority to being a trusted, authentic voice within that community dialogue.”

Laura Sammartino, SVP Horizon Futures, Consumer & Culture

Snapchatters Are Setting the Pace

Financial decision-making today is shaped by confidence, social context, and timely information—and Snapchat is where many of those moments take place. Daily Snapchatters are 1.6x more likely to feel in control of their finances, 1.6x more likely to use digital channels for planning, and 1.8x more likely to take calculated risks for higher returns, signaling a more engaged, exploratory mindset.

AR & AI Make Finance Tangible

As consumers rely more heavily on digital tools, emerging tech is reshaping how financial information is understood. Four in 10 want interactive product guides on social, and half are using AI or emerging tech more than they were a year ago. By helping consumers visualize options and compare scenarios, AR and AI move them from curiosity to confident action.

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Key Takeaways for Brands

Focus on life events
Engagement is already high across financial products, but major life moments, especially among Gen Z, present prime opportunities. Brands that show up consistently during these transitions become trusted partners as financial needs evolve.

Help bridge the education gap
Consumers want guidance delivered in a relatable way. Social-first educational content works best when it simplifies complexity and uses the language people already speak. Creators help translate concepts into real-world scenarios, boosting trust through authenticity—not authority.

Embrace emerging tech
AI and AR are becoming core to everyday financial decision-making. AI can support ongoing planning through personalized recommendations and reminders, while AR brings abstract financial choices to life. These tools reduce complexity and turn intent into action.

Harness the power of social
Financial decisions happen through conversations and shared experiences—and social platforms sit at the center of that journey. Brands that invest in social aren’t just building awareness. They’re embedding themselves in the moments where confidence is formed and choices are made.