Where Did Gen Z
Learn About Money?

Social media platforms have shaped Gen Z, born between the mid-1990s and early 2010s. This tech-savvy generation uses the internet to learn about practically every element of life, including personal finance, empowering young people to take care of their financial futures in ways previous generations could not.

But there are negative effects too, such as misleading financial information, a lack of personal guidance, and a culture where peer pressure and FOMO are pervasive.

Should Gen Z exercise more skepticism when it comes to money? Below, you’ll discover an in-depth summary of our survey exploring the remarkable role that social media plays in shaping Gen Z’s financial literacy.

Key Findings


of Gen Z learns about personal finance from Tiktok and Youtube.


is the most popular social media platform where Gen Z learns about personal finance.

  • 81% Budgeting
  • 63% Passive Income
  • 59% Stock Investing

are the most popular money topics that Gen Z learns about on social media.


of Gen Z are interested in investing, but more than half (56%) haven't invested because they don't know where to start.


of surveyed Gen Z agree that they have encountered misleading information about personal finance on social media.


agree that learning personal finance on social media can create peer pressure and the fear of missing out (FOMO).

1 in 3

Gen Zers is more interested in investing because of the recent AI trend.


Money Conversations Overflow
on Social Media Platforms

How we access information has seen a remarkable shift in the digital age. Gone are the days of dusty financial textbooks and obscure jargon. For Gen Z, personal finance education has found a new home on social media platforms.

According to our survey, a staggering 76% of Gen Zers are turning to platforms like TikTok and YouTube to learn about money matters.

The Social Media Platforms Gen Zers
Use to Learn About Personal Finance

Gen Z has leveraged social media to gain insights into personal finance. Our survey reveals a fascinating hierarchy of platforms that they use for financial education.

The table below ranks these platforms by popularity:


What Does Gen Z Learn About
Personal Finance From Social Media?

When it comes to personal finance, the vast social media landscape is a treasure trove of information. Our survey reveals that Gen Z has been actively learning about various financial topics on these platforms.

Here’s a breakdown of what they’ve been discovering:


The Most Common Reasons Gen Z
Learns About Personal Finance on Social Media

The digital realm has fundamentally transformed how Gen Z approaches personal finance education.

Here are the main reasons they're drawn to social media platforms for financial insights:


Gen Z and Investing

Investing is a hot topic among Gen Zers, with a staggering 90% expressing interest in stocks, bonds, and assets. This generation, known for its tech-savvy and forward-thinking approach, sees investing as a crucial avenue for securing their financial future. However, the path from interest to action is not always straightforward.


Barriers to Entry

A lack of knowledge of where to start is a significant barrier to entry for more than half (56%) of Gen Zers on their investment journey.

The intricacies of investment strategies, risk management, and portfolio diversification can seem daunting. Gen Zers acknowledge this knowledge gap.


The AI Influence

Strikingly, one in every three Gen Zers is interested in investing because of the recent surge in artificial intelligence (AI).

Gen Z is the first generation to grow up with AI, and they are more likely to see its potential to revolutionize the financial markets. AI is already being used to develop new trading algorithms, identify investment opportunities, and manage risk. This makes it possible for Gen Z investors to make more informed investment decisions and invest in a more sustainable and ethical way.

In addition, the recent rise of AI stocks has made them more attractive to Gen Z investors. Gen Z is known for being risk-tolerant and early adopters of new technologies.

As a result, they are more likely to be interested in investing in AI stocks, which they see as having the potential to generate high returns in the long term.


Social Media's Role in Investment Success

As discussed earlier, social media platforms have played a pivotal role in Gen Z's financial education.

In fact, more than half (55%) of Gen Z respondents credit personal finance advice on social media for helping them make money from their investments.

The investment tips, strategies, and success stories on these platforms have transformed their investments into tangible financial gains.

Is it Wise to Rely on Personal Finance Tips
from Social Media?

In an era where information flows freely on social media platforms, Gen Z's reliance on these channels for personal finance advice has been growing steadily. However, as our survey reveals, there are significant concerns regarding the reliability and suitability of financial guidance on social media.


Misleading Financial Information

A staggering 83% of surveyed Gen Zers agreed that they had encountered misleading information about personal finance on social media. This alarming statistic highlights the importance of discernment when navigating the digital landscape for financial advice.


Oversimplification in Short Formats

Approximately 82% of Gen Z respondents acknowledged that personal finance advice on social media, particularly on platforms like TikTok, tends to oversimplify personal finance due to the short format of these videos.

While brevity can be engaging, it may not always provide the depth of knowledge required to make well-informed financial decisions.


Lack of
Personalized Guidance

63% of Gen Z individuals agreed that social media often lacks personalized financial advice.

Personal finance is inherently personal, and what works for one individual may not work for another. The absence of tailored guidance can leave many lost in a sea of generic advice.


The Influence of
Peer Pressure and FOMO

Another concern highlighted by the survey is the potential for social media to create peer pressure and the fear of missing out (FOMO). 61% of Gen Z respondents reported that learning about personal finance on social media can contribute to these feelings.

The desire to emulate the financial successes portrayed by peers or influencers may lead to impulsive or uninformed financial decisions.


Gen Z has embraced the digital frontier, ultilizing the power of social media to get financial education. Our exploration into the topic, Where Did Gen Z Learn About Money? has unveiled a wealth of insights into this generation's financial journey.

Through platforms like TikTok, YouTube, Reddit, and Instagram, Gen Z has discovered a treasure trove of financial wisdom. The content on these platforms spans saving and budgeting, investing in stocks and cryptocurrencies, retirement planning, and more.

The accessibility, diverse perspectives, and relatable content offered by social media have transformed the way Gen Z approaches financial education.

However, it's important to approach this digital revolution with a discerning eye. The survey data reminds us that not all content on social media is reliable, and misleading information can be prevalent.

The short format of some content can lead to oversimplification, potentially leaving knowledge gaps. Moreover, personalized financial advice and guidance are often lacking in the social media sphere.

In conclusion, it is evident that Gen Z's financial education should be a blend of digital and conventional financial learning. Combining the strengths of both worlds—leveraging the accessibility and diversity of social media alongside the depth and expertise of established financial institutions and educators—is key to achieving the financial success that this generation seeks.


To gather the information presented in this article, we surveyed 1,002 Americans aged 18 to 26 from September 1 through September 6, 2023.

We included attention-check questions to ensure thoughtful responses, excluding data that didn't meet our criteria from our analysis.

However, it is important to recognize that the survey is based on anecdotal responses, which may be shaped by respondents’ individual experiences.