{"id":13242,"date":"2025-04-08T10:41:32","date_gmt":"2025-04-08T17:41:32","guid":{"rendered":"https:\/\/intuitblog.com\/?p=13242"},"modified":"2026-03-05T08:20:28","modified_gmt":"2026-03-05T16:20:28","slug":"2025-prosperity-index-study-prosperity-redefined","status":"publish","type":"post","link":"https:\/\/www.intuit.com\/blog\/innovative-thinking\/2025-prosperity-index-study-prosperity-redefined\/","title":{"rendered":"Intuit Prosperity Index 2025: Prosperity Redefined"},"content":{"rendered":"\n<p><strong><em>98% of young adults say the cost of living is their number-one financial concern. In 2025, prosperity isn\u2019t about having it all\u2014it\u2019s about keeping afloat, having enough, and knowing how to manage money well.<\/em><\/strong><\/p>\n\n\n\n<p>At Intuit, we believe prosperity should be possible for everyone\u2014no matter where they\u2019re starting from or where they\u2019re headed. Whether it\u2019s through TurboTax, Credit Karma, QuickBooks, or Mailchimp, our goal is simple: to help people feel confident and in control of their money.&nbsp;<\/p>\n\n\n\n<p>This <a href=\"https:\/\/www.intuit.com\/blog\/innovative-thinking\/financial-tips\/financial-literacy-month\/\" >Financial Literacy Month<\/a>, our 2025 Prosperity Index reveals what\u2019s truly top of mind for young adults\u2014and how they\u2019re rewriting the rules of financial success today.\u00a0<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" height=\"1024\" width=\"1024\" src=\"https:\/\/intuitblog.com\/wp-content\/uploads\/2025\/04\/FinLit-Blog-1080x1080-1.jpg?w=1024\" alt=\"\" class=\"wp-image-13517\" srcset=\"https:\/\/intuitblog.com\/wp-content\/uploads\/2025\/04\/FinLit-Blog-1080x1080-1.jpg 1080w, https:\/\/intuitblog.com\/wp-content\/uploads\/2025\/04\/FinLit-Blog-1080x1080-1.jpg?resize=150,150 150w, https:\/\/intuitblog.com\/wp-content\/uploads\/2025\/04\/FinLit-Blog-1080x1080-1.jpg?resize=300,300 300w, https:\/\/intuitblog.com\/wp-content\/uploads\/2025\/04\/FinLit-Blog-1080x1080-1.jpg?resize=768,768 768w, https:\/\/intuitblog.com\/wp-content\/uploads\/2025\/04\/FinLit-Blog-1080x1080-1.jpg?resize=1024,1024 1024w, https:\/\/intuitblog.com\/wp-content\/uploads\/2025\/04\/FinLit-Blog-1080x1080-1.jpg?resize=740,740 740w, https:\/\/intuitblog.com\/wp-content\/uploads\/2025\/04\/FinLit-Blog-1080x1080-1.jpg?resize=600,600 600w, https:\/\/intuitblog.com\/wp-content\/uploads\/2025\/04\/FinLit-Blog-1080x1080-1.jpg?resize=720,720 720w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p><strong>Peace Over Pressure: Redefining Success<\/strong><\/p>\n\n\n\n<p>For Gen Z and Millennials, financial prosperity isn\u2019t defined by the size of a paycheck\u2014it\u2019s about building a life that feels grounded, flexible, and fulfilling. For these generations, the new rules of financial success prioritize purpose over profit. They\u2019re choosing simplicity over excess, aiming to live within their means rather than chasing status or being swayed by social media-fueled comparisons. Financial success isn\u2019t about keeping up; it\u2019s about slowing down, making conscious choices, and building a life that aligns with what truly matters.<\/p>\n\n\n\n<p>According to our 2025 Prosperity Index:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>60% of young adults<\/strong> would rather have a better quality of life than a bigger bank account.<\/li>\n\n\n\n<li><strong>Gen Z leads the shift<\/strong>, with 64% prioritizing peace of mind over wealth.<\/li>\n\n\n\n<li>62% say they\u2019d choose<strong> personal time and flexibility over higher income<\/strong><\/li>\n<\/ul>\n\n\n\n<p>But this mindset doesn\u2019t mean they\u2019re disengaged from their finances. If anything, they\u2019re more active. This is a generation that values autonomy and intentionality\u2014and they\u2019re building financial confidence through lived experience and tech-enabled tools:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>61% are saving without professional help (i.e. financial planners, CPAs)<\/strong><\/li>\n\n\n\n<li><strong>33% are investing solo<\/strong><\/li>\n\n\n\n<li><strong>47% are filing taxes using DIY tools like TurboTax<\/strong><\/li>\n<\/ul>\n\n\n\n<p>They&#8217;re not chasing perfection\u2014they\u2019re building resilience and financial confidence.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" height=\"1024\" width=\"1024\" src=\"https:\/\/intuitblog.com\/wp-content\/uploads\/2025\/04\/FinLit-Blog-1080x1080-2.jpg?w=1024\" alt=\"\" class=\"wp-image-13518\" srcset=\"https:\/\/intuitblog.com\/wp-content\/uploads\/2025\/04\/FinLit-Blog-1080x1080-2.jpg 1080w, https:\/\/intuitblog.com\/wp-content\/uploads\/2025\/04\/FinLit-Blog-1080x1080-2.jpg?resize=150,150 150w, https:\/\/intuitblog.com\/wp-content\/uploads\/2025\/04\/FinLit-Blog-1080x1080-2.jpg?resize=300,300 300w, https:\/\/intuitblog.com\/wp-content\/uploads\/2025\/04\/FinLit-Blog-1080x1080-2.jpg?resize=768,768 768w, https:\/\/intuitblog.com\/wp-content\/uploads\/2025\/04\/FinLit-Blog-1080x1080-2.jpg?resize=1024,1024 1024w, https:\/\/intuitblog.com\/wp-content\/uploads\/2025\/04\/FinLit-Blog-1080x1080-2.jpg?resize=740,740 740w, https:\/\/intuitblog.com\/wp-content\/uploads\/2025\/04\/FinLit-Blog-1080x1080-2.jpg?resize=600,600 600w, https:\/\/intuitblog.com\/wp-content\/uploads\/2025\/04\/FinLit-Blog-1080x1080-2.jpg?resize=720,720 720w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p><strong>The Cost of Uncertainty: Planning Feels Out of Reach<\/strong><\/p>\n\n\n\n<p>Current instability in the market and the financial landscape of today is casting a long shadow\u2014making it difficult for many to plan for the future with confidence. <strong>Sixty-nine percent of respondents say today\u2019s financial environment makes long-term planning feel out of reach, and 68% aren\u2019t sure they\u2019ll ever be able to retire.<\/strong><\/p>\n\n\n\n<p>Day-to-day costs are also top of mind. An overwhelming <strong>98% cite the cost of living as their number-one financial concern<\/strong>, signaling a collective shift in focus from building wealth to maintaining stability and adaptability in the present. As a result, many are reassessing what financial success even looks like\u2014trading traditional milestones \u2013 like starting a family or buying a house &#8211; for a more flexible, resilient approach. The pressure of just getting by is replacing the pursuit of \u201cgetting ahead,\u201d reshaping goals and priorities in real time.<\/p>\n\n\n\n<p>Young adults are especially affected:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>75% of Gen Z<\/strong> and <strong>68% of Millennials<\/strong> say economic uncertainty is making it harder to plan<\/li>\n\n\n\n<li><strong>30% say they can only afford necessities<\/strong>, with nothing left for life goals<\/li>\n\n\n\n<li><strong>48% have delayed travel plans<\/strong>, and <strong>30% have put homeownership on hold<\/strong> due to financial concern<\/li>\n<\/ul>\n\n\n\n<p>This is a generation focused on keeping afloat through adaptability\u2014navigating day-to-day challenges while remaining positive about a prosperous future down the road.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" height=\"1024\" width=\"1024\" src=\"https:\/\/intuitblog.com\/wp-content\/uploads\/2025\/04\/FinLit-Blog-1080x1080-3.jpg?w=1024\" alt=\"\" class=\"wp-image-13519\" srcset=\"https:\/\/intuitblog.com\/wp-content\/uploads\/2025\/04\/FinLit-Blog-1080x1080-3.jpg 1080w, https:\/\/intuitblog.com\/wp-content\/uploads\/2025\/04\/FinLit-Blog-1080x1080-3.jpg?resize=150,150 150w, https:\/\/intuitblog.com\/wp-content\/uploads\/2025\/04\/FinLit-Blog-1080x1080-3.jpg?resize=300,300 300w, https:\/\/intuitblog.com\/wp-content\/uploads\/2025\/04\/FinLit-Blog-1080x1080-3.jpg?resize=768,768 768w, https:\/\/intuitblog.com\/wp-content\/uploads\/2025\/04\/FinLit-Blog-1080x1080-3.jpg?resize=1024,1024 1024w, https:\/\/intuitblog.com\/wp-content\/uploads\/2025\/04\/FinLit-Blog-1080x1080-3.jpg?resize=740,740 740w, https:\/\/intuitblog.com\/wp-content\/uploads\/2025\/04\/FinLit-Blog-1080x1080-3.jpg?resize=600,600 600w, https:\/\/intuitblog.com\/wp-content\/uploads\/2025\/04\/FinLit-Blog-1080x1080-3.jpg?resize=720,720 720w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p><strong>Welcome to the Self-Taught Era<\/strong><\/p>\n\n\n\n<p>In response to this uncertainty, people aren\u2019t waiting for the system to catch up\u2014they\u2019re learning as they earn with <strong>48% of people wanting more financial education<\/strong>\u2014with <strong>Gen Z leading at 60%<\/strong>, signaling a major appetite for knowledge. In fact, we know that today, <a href=\"https:\/\/www.intuit.com\/blog\/innovative-thinking\/intuit-survey\/\" >85% of US high school students are interested in learning more about financial topics in school<\/a>, and while in college, and more than <a href=\"https:\/\/www.nasfaa.org\/news-item\/4939\/Survey_Shows_Most_Students_Carry_Stress_About_Finance_Paying_for_College#:~:text=The%20survey%20found%20that%2072.1,much%20educational%20debt%20they%20hold\" target=\"_blank\">70% of students experience financial stress<\/a>.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>71% say personal experience is what\u2019s shaped their money mindset<\/strong><\/li>\n\n\n\n<li><strong>68%<\/strong> pursue certifications or education to get ahead\u2014opting to skill up&nbsp;<\/li>\n\n\n\n<li><strong>36% of Gen Z<\/strong> follow financial influencers and YouTube tutorials to learn as they go<\/li>\n\n\n\n<li><strong>Only 10% equate financial success with wealth accumulation<\/strong><\/li>\n<\/ul>\n\n\n\n<p>The takeaway? While the financial landscape may feel messy, Gen Z and Millennials aren\u2019t opting out\u2014they\u2019re locking in with a renewed desire to better understand and take control of their financial futures. Recognizing this shift, Intuit launched <a href=\"https:\/\/www.intuit.com\/solutions\/education\/why-intuit\/our-commitment\/\" target=\"_blank\"><em>Intuit for Education<\/em><\/a> in 2024\u2014a free financial literacy program offering personal and entrepreneurial finance courses for students and educators. With a bold goal to equip 50 million students with the knowledge and skills to feel financially confident and capable by 2030, Intuit is meeting this moment with real tools for empowerment.<\/p>\n\n\n\n<p>Because for today\u2019s young adults, it\u2019s not about being perfect\u2014it\u2019s about being proactive, informed, and redefining what prosperity truly means.<\/p>\n\n\n\n<p><strong>The New Prosperity Mindset<\/strong><\/p>\n\n\n\n<p>At Intuit, we believe that prosperity should be possible for everyone\u2014no matter where they\u2019re starting from or where they\u2019re headed. Our financial technology platform is built to help people make confident financial decisions and feel in control of their money.<\/p>\n\n\n\n<p>As we celebrate Financial Literacy Month, we hope these insights inspire new conversations\u2014and more importantly, real momentum\u2014toward a more empowered financial future.<\/p>\n\n\n\n<p><strong>Discover our new resource (<a href=\"https:\/\/www.intuit.com\/lifeing\/?cid=soc_click_us_lifeing-prosperity-redefined______comms\" target=\"_blank\">intuit.com\/lifeing<\/a>), designed to offer practical guidance and tools that help young adults confidently manage their finances and build a secure future.<\/strong><\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a href=\"https:\/\/www.intuit.com\/lifeing\/?cid=soc_click_us_lifeing-prosperity-redefined______comms\"class=\"wp-block-button__link wp-element-button\"  target=\"_blank\">Explore the site<\/a><\/div>\n<\/div>\n\n\n\n<p>\u2e3b <strong><em>Methodology:<\/em><\/strong><em> In March 2025, Intuit commissioned an online survey of 1,500 U.S. consumers ages 18-28 (Gen Z),&nbsp; 29-44 (Millennials), and 45-60 (Gen X). The survey focused on uncovering consumer trends and insights among these demographics, with a particular emphasis on the real financial experiences of today\u2019s consumers to uncover what motivates people to take control of their finances, the tools they rely on, and the strategies that help them feel in control. As part of this survey, key questions were revisited from <\/em><a href=\"https:\/\/www.intuit.com\/blog\/wp-content\/uploads\/2023\/01\/Intuit-Prosperity-Index-Report_US_Jan-2023.pdf\" ><em>Intuit&#8217;s 2023 Prosperity Study<\/em><\/a><em>. 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.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>What Does Prosperity Look Like in 2025? For Young Adults, It\u2019s Peace of Mind Over Paychecks<\/p>\n","protected":false},"author":151418428,"featured_media":13268,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"rkv_browse_by_id":0,"rkv_cta_id":0,"rkv_optimize_for_pagespeed":false,"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"useModifiedDate":false,"customPublishDate":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[237496403,237496409,237496405],"tags":[],"intuit_collection":[],"intuit_series":[],"coauthors":[237496509],"class_list":["post-13242","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-innovative-thinking","category-tech-innovation","category-thought-leadership"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>2025 Prosperity Index Study: The New Prosperity Playbook<\/title>\n<meta name=\"description\" content=\"What Does Prosperity Look Like in 2025? 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