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How are Americans managing their money in 2025? YouGov’s latest research on saving, borrowing, investing, and insurance paints a picture of financial caution, experimentation with new tools, and mixed levels of trust in digital systems. Inflation, economic uncertainty, and political identity continue to shape behavior.
Politically divided, financially cautious — but still planning ahead
In April 2025, a YouGov survey found that only about one in four Americans rated the national economy as “good” or “excellent.” A majority said they were more worried about inflation than they were at the end of 2024. Data from YouGov Profiles showed that three in four adults reported being more careful with their money than they used to be, but only 43% said they feel financially secure.
Most respondents said they intend to save more over the next year. This trend is particularly visible among younger adults, even though 52% of Millennials and 44% of Gen Z respondents said they were concerned they wouldn’t be able to save for emergencies. Many also said they plan to spend more on essentials and delay large purchases during 2025.
Political identity appears to influence how Americans interpret the economic landscape. In post-election tracking, Democrats and Republicans with similar income levels describe different economic expectations. Republicans were more optimistic about their personal financial futures under the current administration than Democrats.
Borrowing and credit: Unsecured debt and new payment tools
YouGov data on unsecured borrowing found that 43% of U.S. adults reported having no unsecured debt. However, adults in their 30s and 40s were more likely to report balances of $10,000 or more. Among younger adults, respondents were more likely to either have no debt or balances in a mid-range tier.
One in four Americans said they used buy now, pay later (BNPL) services in the past year. This included people who reported being satisfied with their main credit cards. Rather than replacing cards, BNPL was often used alongside them, particularly for short-term budgeting and flexibility.
Younger adults and financial tools
According to the U.S. investment trends report and a focused study on younger investors, Gen Z and Millennials were more likely than older adults to consider using robo-advisors, cryptocurrency platforms, and app-based brokerages.
YouGov Profiles data on Gen Z money habits found that younger adults tend to be mobile-first in how they manage money, cautious about credit, and highly focused on building emergency savings. At the same time, many reported dissatisfaction with their current income.
Financial technology and trust in AI
Digital-only “neobanks” have truly arrived. YouGov’s best bank rankings shows that fintechs like Revolut and Cash App have become true rivals to some traditional financial institutions.
Still, many technological concerns remain. YouGov’s 2025 bank scams report showed high levels of concern about phishing and AI-enabled fraud. In other research, some Americans expressed doubt about whether banks are doing enough to protect personal data. Concerns were also noted in YouGov's research on PayPal users, which documented how reports of data breaches and credential leaks can reduce brand trust.
Further, openness to AI appears to vary by task. In research on AI in health insurance, many respondents said they preferred human oversight for decisions involving real money, such as insurance claims approvals. At the same time, more people said they were willing to accept AI assistance for functions like fraud detection and preventive care guidance.
Insurance: Satisfaction, switching intentions, and AI skepticism
Most Americans expressed satisfaction with their insurance coverage. Just 7% said they were dissatisfied with their car insurance, 8% with home insurance, and 3% with life insurance. Among those who were dissatisfied, most said they still expected to stay with their current provider over the next year.
Younger adults were more likely than older adults to say they might switch insurance providers. According to YouGov CategoryView data, about four in ten adults considered life insurance an important part of their financial strategy. This view was more common among younger and higher-income groups. In the same research, consumers cited dissatisfaction with insurance premiums, digital servicing, and unclear policy terms.