What Gen Z Actually Wants from Financial Wellness
What Gen Z Actually Wants from Financial Wellness
Gen Z is entering the workforce fast — and they’re already changing the way companies think about benefits.
Born between 1997 and 2012, this generation is the most diverse, tech-savvy, and financially anxious group yet. Many came of age during economic instability, saw their parents navigate recessions and debt, and are entering adulthood with significant student loans and high living costs.
But recent research shows something deeper: many Gen Zers feel fundamentally unprepared to manage their finances.
They feel left behind — and they’re looking for someone to blame
According to a recent survey by Experian, nearly half of Gen Z says their high school education didn’t adequately prepare them for real-world finances. Others blame their parents, who may have avoided money conversations or felt ill-equipped themselves.
“They know they’re missing knowledge,” the study notes, “but they’re also overwhelmed by where to start.”
This knowledge gap creates stress around:
Budgeting and managing income
Building credit
Paying down student loans
Planning for emergencies
Navigating retirement options at work
Financial security looks different for Gen Z
Unlike older generations, Gen Z isn’t just thinking about retirement savings and mortgages. Their priorities include:
Paying off debt quickly to feel financially free
Building an emergency fund to gain independence from family support
Investing responsibly but with skepticism toward traditional advisors
Aligning money decisions with personal values, like sustainability or social justice
Planning for flexible, non-linear careers, including freelancing or entrepreneurship
They want more than education
Gen Z grew up with personal finance content at their fingertips — TikTok creators, YouTube explainers, and endless online articles. But that hasn’t translated into confidence.
What they’re looking for now is:
✔️ Credible, judgment-free guidance
✔️ Actionable tools that move them forward — not just inform them
✔️ Personalized support that accounts for their goals and starting point
✔️ Transparency and simplicity, with no hidden agendas or jargon
Financial wellness shapes where they work
For Gen Z, benefits aren’t just perks — they’re a reflection of company values. Employers who provide real financial wellness support send a clear message:
“We’re invested in your security, growth, and future here.”
That matters for recruitment, engagement, and retention, especially as companies compete for early-career talent.
What employers can do today
Understand their starting point. Many Gen Zers feel unprepared and embarrassed to ask basic questions. Programs should meet them with empathy, not assumptions.
Provide real guidance. Go beyond webinars to offer 1:1 access to financial planners who can answer questions without judgment.
Make it simple to access. Integrate financial wellness with other benefits, with intuitive tools Gen Z will actually use.
Connect support to their goals. Show how planning can create freedom, reduce stress, and align with their values.
At Rolan Wealth, we design financial wellness programs that bridge knowledge gaps with confidence-building tools and real human support — all in one platform.
Because financial literacy is important.
Want to build benefits that resonate with Gen Z and the future of your workforce?
Let’s talk: info@rolanwealth.com
