Driven by a mix of economic pressure and a desire to provide the lessons they never had, today’s parents are making financial literacy a cornerstone of their children’s upbringing from an early age.
This Financial Literacy Month, Intuit surveyed 2,000 parents, with children under the age of 18 living in their household, to explore parent’s motivations, emotions, and approach when it comes to teaching and discussing financial topics in the home.
The findings highlight a generation of parents choosing to set aside financial silence and instead bring their children into the fold of money discussions, while also advocating for more robust financial education in schools. When we invest in helping children understand how money works, it’s foundational to building their confidence, opportunities, and future prosperity.
Parents Are Turning Financial Stress Into Real-World Money Lessons
As rising costs reshape everyday spending, kids are hearing about grocery budgets, trade-offs between wants and needs, and why some purchases have to wait. Nearly two-thirds of parents (64%) say that money is tight right now, and it’s caused them to be more transparent about finances with their kids.
Additionally, 81% of parents say their current financial stress has made them realize how important it is to teach their kids about money, transforming what used to be adult-only topics into daily life lessons.
Parents reported the following ways in which they are being more honest with their kids about money:
- Saying “no” to purchases more often — and explaining the financial reasoning to their kids (66%)
- Involving kids in grocery shopping to make them more aware of the cost (57%)
- Showing their kids what essentials like rent, utilities, and household bills actually cost (38%)
- Involving their kids in conversations about how they plan to afford major expenses like cars or college (35%)
- Explaining how loans, credit cards, and interest work (35%)
Still, nothing beats first-hand experience. Parents feel the most effective ways for kids to learn about money include:
- Earning their own income, such as a summer job (63%)
- Having regular, honest conversations about money (58%)
- Saving up for a non-essential item themselves, such as a car, a trip or a toy (57%)
- Using an allowance to practice spending and saving (57%)
Parents Are Making Up For What They Didn’t Get
Today’s parents are officially breaking the “money silence” they grew up with, as 79% say they’re more transparent with their kids about money than their own parents were with them. As they try to make up for what they didn’t get, they’re also advising their kids to spend as they say, not as they did. More than seven in ten parents (71%) say they talk to their kids about money primarily so their children avoid making the same financial mistakes they made.
Looking back, a vast majority of parents recognize that their own financial education was critically underserved:
- 83% wish they had received more financial education as a kid
- 51% say they received no financial literacy education in school
- 57% say they received very little or no financial education from their own parents
- Only 17% say financial literacy was required in school when they were growing up
Now, parents are on the hunt for ideas and resources to effectively teach their kids about money. They’re primarily turning to:
- Online parenting communities, such as Facebook groups and Reddit (39%)
- Social media (37%)
- Friends and family (34%)
- Financial apps or websites (33%)
Parents Call for Financial Literacy Requirements In School
Teaching kids about money is a high-stakes job, and many parents admit they feel underprepared to do it alone. The demand for required financial education in schools has reached an all-time high. In fact, 59% of parents worry more about their child’s ability to eventually handle their future finances than they do about their academic or career performance.
With overwhelming consensus, parents are looking to the classroom to solidify their children’s financial foundations, and want financial education to be a non-negotiable part of the student experience:
- 90% want their kids to receive additional financial education beyond what they learn at home
- 88% believe financial literacy should be treated as a core subject in school, just like math and science
- 89% believe states should require financial literacy courses in high school
Parent’s desire for school support could be driven by their own financial self-doubt, as many admit they’re not completely confident in their capability to guide their kids:
- 32% question their ability to teach their children about finances 32%)
- 37% struggle to find a clear, effective way to explain financial concepts
- 33% worry their financial stress is scaring their children more than it’s educating them
How Intuit Can Help
Financial literacy is a foundational life skill, and it’s never been more important to reach people early with learning that’s practical and engaging. Leveraging Intuit’s deep expertise, we’re building financial literacy, capability and confidence that enables future financial success for the next generation.
Meet Intuit for Education, a free financial education initiative designed to help 50 million students from middle school to college become financially literate, capable, and confident by 2030.
Through over 200 hours of free, accessible classroom curriculum, interactive challenges like the Hour of Finance Challenge, experiential opportunities like the student-run Food Truck Program, and community-based Financial Literacy Forums, Intuit for Education transforms complex money concepts into hands-on confidence-building experiences.
While many financial education programs rely on static lessons, Intuit’s approach uniquely leverages Intuit’s trusted financial tools—TurboTax, QuickBooks, Credit Karma, and Mailchimp—to immerse students in real-world simulations that mirror everyday financial decisions. This way, students don’t just learn about personal finance, they practice it. Whether filing a mock tax return using TurboTax or managing a small business in QuickBooks, students apply knowledge in dynamic, relevant ways.
At a moment when financial literacy is a top priority for parents, Intuit provides the tools, structure, and real-world application to transform financial stress into lifelong capability by offering free, accessible resources for educators, students, and parents alike.
Methodology
In March 2026, Intuit commissioned an online survey of 2,000 U.S. parents with kid(s) under 18. The survey focused on examining how families are incorporating financial literacy into everyday life — beyond the classroom and identifying how parents’ own financial upbringings are shaping how they teach their children about money today. Percentages have been rounded to the nearest decimal place, so values shown in data report charts and graphics may not add up to 100%. Responses were collected using Pollfish audience pools and partner networks with double opt-ins and random device engagement sampling to ensure accurate targeting and results. Respondents received remuneration.