"Gen Alpha is entering the financial landscape earlier than any generation before them – already armed with spending money, digital fluency and growing financial curiosity."
Amr Hamdi, Senior Analyst - Financial Services
This report examines Gen Alpha and their parents’ attitudes and behaviors toward finance. Gen Alpha is defined as born in 2011 or later. In 2025, Gen Alpha are aged 14 and younger.
For the purposes of this report, Gen Alphas aged 10-14 responded to survey questions, under the supervision of their parents. Survey results from Gen Z teens aged 15-17 are included to provide context.
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