Financial wellness increasingly shapes consumers' ability to act on both essential and aspirational life goals, but its meaning and relevance vary sharply by financial situation. For lower-income households, financial wellness…
US
Financial Services
simple
US Financial Wellness Consumer Report 2026
"Financial wellness increases consumers' ability to act on their life goals – creating downstream value across diverse sectors."
Financial wellness increasingly shapes consumers’ ability to act on both essential and aspirational life goals, but its meaning and relevance vary sharply by financial situation. For lower-income households, financial wellness is rooted in mitigating risk and security – creating a stable cushion to absorb shocks and reduce day-to-day stress. Among financially stable consumers, however, wellness also functions as a gateway to economic participation – enabling discretionary experiences tied to lifestyle, enjoyment, and long-term goals.
As rising living costs, healthcare expenses, and retirement uncertainty place greater strain on consumers’ financial capacity, vulnerable households are looking to their institutions to provide more than just products. There is significant demand for guidance and solutions that are ongoing and make financial progress feel rewarding. FIs that tailor wellness messaging for differing financial realities, and tie responsible money behaviors to visible, real-world outcomes, can play a more central role in supporting both stability and participation across a wide spectrum.
This Report Looks at the Following Areas:
Financial wellness as a driver of growth and a mechanism for retention
Financial strain shifting engagement away from long‑term planning toward immediate relief and control
Differentiating between consumers who are responsive to aspirational messaging and those who prioritize stability.
Declining confidence limiting participation in long‑horizon financial products
Life stages shaping receptivity to guidance and perceptions of trust
Collapse All
EXECUTIVE SUMMARY
What you need to know
Outlook for financial wellness
Opportunities
Reward-driven, lifestyle partnerships can unlock deeper financial engagement
Financial wellness is a foundational enabler of broader wellbeing
Graph 1: symptoms experienced in the past 12 months due to mental stress, by financial situation, 2025
Adapt wellness outcomes to differing financial realities
Graph 2: benefits sought from wellness products/services, by financial situation, 2025
THE MARKET
A myriad of economic headwinds continue to widen the financial health gap
Graph 3: change in financial situation over the past 12 months, by financial situation, 2026
Retirement is becoming less predictable and more dependent on individual capacity
Rising healthcare costs remain a non-negotiable drag on financial wellbeing
THE CONSUMER
Consumers’ definition of wellness
Financial wellness takes a backseat in consumers’ definition of wellbeing
Graph 4: areas associated with the concept of wellness, by generation, 2025
Gaps in financial wellness perceptions are also reflected in product engagement
Graph 5: financial product ownership, by generation, 2026
Financial constraints shape how wellness is perceived and acted upon
Graph 6: areas associated with the concept of wellness, by household income, 2025
Graph 7: financial product ownership, by household income, 2026
Expanding financial wellness to LIHs requires outreach aligned with their realities
Confidence across personal finance
Financial confidence fades as timelines stretch
Graph 8: confidence across personal finance areas, 2026
Make retirement feel tangible to boost engagement
Long-term planning feels increasingly out-of-reach as financial strain worsens
Lower the barrier to entry by rewarding small, achievable financial wins
Graph 9: lack of confidence across personal finance areas, by financial situation, 2026
Forms of financial support wanted from banks
Financially struggling consumers seek immediate relief from their banks
Graph 10: forms of financial support interested in receiving, by financial situation, 2026
Parents’ shifting priorities call for proactive financial support
Graph 11: forms of financial support interested in receiving, by parental status, 2026
Timing to receive financial advice
Proactive, event-driven engagement can strengthen bonds with parents
Graph 12: timing to receive financial advice from bank, by parental status, 2026
Embed guidance during high-stakes touchpoints
Graph 13: timing to receive financial advice from bank, by generation, 2026
Tailor advice delivery to diverse financial needs
Sources of financial advice
Specialized financial advice scales with wealth
Graph 14: Use of an expert (eg financial advisor) for financial advice, by household investible assets, 2026
Expert-led models are not the default entry point for young adults seeking guidance
Graph 15: sources used for health information, by generation, 2025
Graph 16: sources used for financial advice, by generation, 2026
People-led advice shapes how financial guidance is engaged with
US Bank presents financial wellness as an enabler of aspiration
Fidelity frames retirement as a “choose your own adventure” experience
Lower contribution entry points can broaden participation in long-term wellness
Navy Fed’s positions financial guidance as an ongoing support system
APPENDIX
The consumer
Consumer research questions
Consumer research methodology – US
US generation groups
Abbreviations
Market Intelligence Made Easier With Mintel
The first Mintel Market Intelligence report was published over 50 years ago. Since then, we have provided our unique insights and understanding of consumers, innovation and global markets to thousands of customers worldwide. Here’s why our customers rely on Mintel:
Gain a comprehensive, 360-degree view of the market: Mintel reports blend consumer research, market forecasts, product innovation tracking, and competitive analysis, allowing businesses to see every angle of their industry and identify new opportunities quickly.
Make decisions with confidence, grounded in robust data: Each report draws on up-to-date, reliable information from trusted sources and industry experts, ensuring your strategies are based on solid evidence rather than speculation.
Benefit from expert analysis and practical recommendations: Mintel’s reports are written by experienced analysts who interpret complex data and provide clear, actionable insights you can trust to guide your next moves.
Stay ahead with actionable intelligence on market trends and consumer behaviour: By combining fresh research with long-term market monitoring, our reports help businesses anticipate changes and adapt strategically. So you’re prepared to make informed decisions and drive growth.
What goes into a Mintel Market Intelligence Report?
Curious about how a Market Intelligence report comes together? We like to think of it as building a detailed puzzle. We start with individual pieces: data from consumers, market statistics, industry trends, and online conversations. Then our expert analysts add world-class human insight and industry knowledge. The pieces are assembled to reveal a clear, comprehensive picture of a market.
The Four Pillars of Our Research
We use a combination of four main research methods when creating our reports, each adding a valuable perspective:
Consumer Research: Direct surveys with real people, giving us clear, current insights into what people think and do.
Desk Research: In-depth review of trusted data sources. We use this rich database, plus powerful internal tools that track new products and market sizes, to detect trends and guide forecasts.
Trade Research: Insights from conversations with industry experts. Their real-world experience helps us understand what’s happening behind the scenes.
Brand and Social Media Research: Analysis of online opinions and trends. This lets us spot trends, measure brand sentiment, and capture feedback in real time, adding further depth to our research.
Bringing It All Together
Each of these four pillars provides a different piece of the puzzle. Consumer research tells us what customers think, desk research provides the factual framework, trade research offers an insider’s view, and social media analysis reveals public sentiment.
Our expert analysts are skilled in weaving these diverse data streams together. They apply a range of quantitative and qualitative analysis techniques to uncover the deeper story, connecting the dots to deliver clear, actionable insights. This comprehensive, multi-layered process is how we transform raw data into a market intelligence report you can trust to inform your most important business decisions.
€ 4400(Excl.Tax)
Download today with instant access
Pay via credit card or invoice (net 30 payment terms)
Multiple formats provided
We send a PDF, Powerpoint and Excel Databook straight to your inbox. An interactive version of the report is also available on our online platform
Interactive databook included
Focus on the data that matters most to you with a customisable databook avaliable on our platform
Generative AI is reshaping the first stage of financial decision‑making. Nearly half of consumers have used AI tools, like ChatGPT, to help them choose a financial product, shifting...
Fintech usage has crossed a threshold from novelty to normalized behavior: nearly 60% of Gen Z adults report using crypto and one‑tap payments via wearables are increasingly embedded...
The U.S. health insurance market in 2025 is shaped by demographic shifts and evolving consumer needs. The over 65s now make up 18.7% of the population, driving demand...
The foundation of long-term banking relationships lies in the trust customers place in their financial institutions. This trust can stem from a wide range of factors – with...
Educational lending is entering a period of heightened risk as pandemic-era forbearance ends, forgiveness options shrink and interest resumes, setting up a "default cliff" that could...
We use Mintel to inform our thinking and reinforce strategy. If you’re presenting new ideas, it’s essential they are underpinned by robust data and evidence, and clearly rooted in fact.
Mintel gives us all that. It’s a great brand and one that is trusted by clients.
Marie Stafford, European Director, The Innovation Group, VML
There is no question that Mintel is the go-to resource for the best quality market research, but I did not think it was an affordable option for Abacus Marketing to consider. As a small marketing agency, we only work with a few new clients each year.
However, we have a very high-end consultative approach to our work, so we really do need a partner like Mintel to provide the big agency experience we are always aiming to deliver. Our clients come from an incredibly diverse range of industry sectors, so we obviously need access to market research reports from a very wide spectrum of marketplaces – and that is precisely what we got.
Stephen Taylor-Brown, Managing Director, Abacus
Mintel is really good for getting a handle on a particular category quickly. If we are working on a new business pitch in an area we don’t have much experience in, it’s a brilliant way to get up to speed with what’s going on, what’s changing and what the key trends are in any category.
It’s very rare now that anyone will plough through a 200-page report – that’s why the summaries are really useful. We know they are backed up by a lot of detail, so if you need to go into something in more depth you know the information will be all there for you.
Pauline Robson, Managing Partner, Mediacom
When I’m investigating specific sectors I tend to use Mintel reports for their forecasting, which I’ve always found to be very accurate.
They also offer really broad and deep coverage in their reports. They are very, very detailed. For example, we were able to gain insight across a wide range of business areas from just one report, proving that Mintel is excellent value for money.
So overall, it’s the level of detail and the quality of forecasting that really stand out for me.
Rebecca Green, Market Insight Manager, Wincanton
We’ve found it so useful working more closely with Mintel. They helped support our recent flagship event for our top suppliers by providing a really unique viewpoint on the future of online retailing.
Nick Carroll from their Retail Team was also an excellent panelist, sharing useful and actionable consumer insights. We definitely look forward to working with Mintel again on future projects.
Zac Steele, E-Commerce Trading Development Manager, Waitrose & Partners
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.