50% of Gen Z learns about money on TikTok – financial marketers take note

We’ve spent decades promoting financial literacy: creating campaigns, launching educational initiatives, developing financial wellness programs, and designing budgeting tools. But here’s the reality:

Fewer than 30% of Americans can answer the Big Three Financial Literacy Questions by age 40

Utah State University, 2024

Only 49% of consumers feel confident using financial advice from their financial institution

First Merchants Bank, 2023

50% of Gen Z is getting  their financial education from TikTok

Credello Survey, 2025

Shift from pushing content to providing context

Information is everywhere. Insight is rare. Bridge the gap between telling people what to do and guiding them through the how and why it matters. People are drowning in information but starving for wisdom.

The challenge for financial institutions shifts from delivering facts to empowering confident decision-making. A quick look at how the different generations engage with finances and receive information makes that clear.

Generation	Banking & Financial Views	Preferred Financial Education Channels
Silent Gen (80–97)	Frugal, debt-averse, cash-oriented	Traditional banks, in-person, analog tracking
Boomers (61–79)	Status-focused, utilizes credit	Digital banking, spreadsheets, webinars
Gen X (45–60)	Value-driven, tech-integrated	Online/mobile apps, financial professionals
Millennials (29–44)	Prioritizes ease, risk-tolerant	Social media, gamified apps, financial advisors
Gen Z (13–28)	Entrepreneurial, digital-native, calculated risks	TikTok, YouTube, family, AI chat, mobile apps

No wonder only 9% of consumers say their bank has done a good job of teaching them to be financially strong (American Bankers Association, 2025).

Three steps to shift from financial education to financial empowerment

FROM COMPREHENSION TO CONFIDENCE
Teaching someone about using balance transfers to pay down debt isn’t enough; they need to feel ready to act on it. We must design content that builds confidence through empathy and behavioral insights, helping people move from uncertainty to action. Because confidence is the real ROI.

 Example: Tori Dunlap, founder of Her First $100K, uses empathetic storytelling and clear, actionable steps to help empower people to make debt payoff feel doable.
LEAD WITH AUTHENTICITY, NOT AUTHORITY
Gen Z and millennials value realness over perfection. That means ditching the jargon and speaking to them in a way that’s honest and relatable. Stories, transparency, and humility win trust. Talk more like a friend, less like a lecture.

Example: Mark Tilbury is a self-made millionaire who left school at 16 and now shares advice across generations with 6M+ YouTube subscribers and 7.9M TikTok followers.
FOSTER FLUENCY, NOT JUST LITERACY
Knowing the definition of “compound interest” is one thing, while knowing how to make it work for you is another. Financial marketers can create learning experiences that simulate real decisions and provide guidance at the moment of choice, empowering people in real time, not just in theory.

Example: Fluency matters as nearly 42% of adults in their 30s report following bad financial advice on social media, some multiple times (CNBC, 2025).

Financial marketing tips for the next generation

Embrace social media, don’t ignore it

Knowing that young people use social channels like TikTok to source information, collaborate with credible content creators or build authentic channels to meet young people where they learn best (TikTok for Business, 2025).

Example: Vivian Tu, aka “Your Rich BFF,” uses candid, relatable stories on TikTok to deliver simple, solid financial advice that resonates with young audiences.

Position advisors as influencers
Resource your advisors to be real. Give them the tools and training to show up online as trusted guides with storytelling, personality, and a desire to help take the lead.

Example: Former financial advisor Humphrey Yang shares his expertise through YouTube, TikTok, and his Hump Days newsletter with fun, practical content that simplifies personal finance, investing, and self-improvement for beginners and intermediates.

Deliver adaptive, personalized journeys

Hard truth – no one wants to download PDFs. Instead, build smart content journeys, using AI and gamification with bite-sized content that feels as effortless and as tailored as a Spotify playlist.

Example: The Step app personalizes financial education with TikTok-like video tips and interactive challenges for a slick, scroll-worthy experience.

Create family-based tools

According to the ABA, parents want to teach their kids about money with help from their bank (ABA Banking Journal, 2024). Develop tools that support intergenerational learning and build on trust that already exists through family connections.

Example: Ally Bank created a Minecraft world called Fintropolis to gamify personal finance, where players earn gold, buy homes, and make real-world money decisions.

Be guides, not gatekeepers
Just like physical wellness goes beyond the number on the scale, financial wellness is more than just a credit score. It’s about confidence, aspiration, and peace of mind. Use behavioral insights to connect with people where they are, emotionally and mentally.

Example: The Financial Gym offers personalized coaching via “trainers” who talk openly about money habits, emotional triggers, and personal goals.

Be guides, not gatekeepers
The future of financial education doesn’t depend on sharing more tips or creating better tools. It’s about building trust.

Example: SoFi presents its advisors as accessible guides, offering free planning sessions, live Q&As, and relatable advice to empower members.

To empower people, especially younger generations, meet them where they are and speak their language. Guide them through transformation, not just to information.

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