Gen Z Is Getting an Early Start on Investing. Here's How Early. -- Barrons.com

By Cheryl Winokur Munk

Investors are getting their feet wet sooner than they have in the past, according to U.S. Bank's 2026 wealth report. Gen Z is starting to build wealth through investing at age 19 on average, according to the survey of 5,000 U.S. adults, fielded in June and released this week. That's six years earlier than Millennials, 10 years earlier than Gen X, and 13 years earlier than Boomers.

The data underscores the need for financial advisors to rethink how they provide advice for younger clients. Their needs will likely differ from guidance Gen X and baby boomers seek, says Ryan Nelson, president of emerging affluent wealth management at Minneapolis-based U.S. Bank.

A tailored approach. Even though they started saving earlier, advisors shouldn't expect clients in their 20s to have their whole life mapped out. They should focus on what's important to younger investors. For instance, when advisors ask a Gen Z client when they plan to retire, the answer they'll often get is "I'm not sure-it's too far out," Nelson says. Instead, financial advisors should take a different tactic with younger clients, asking questions to gauge their familiarity with investments and their risk tolerance, for example.

Debt such as student loans or car payments is likely to come up in conversations, as well as saving for near-term and longer-term goals such as homeownership. The focus should be on immediate and intermediate goals so they can reach their longer-term goals, Nelson says.

The survey found that younger generations are looking at new paths to wealth, with 62% of Gen Z respondents saying the stock market is a more realistic path to wealth than buying a home.

The report also found that newer investment options like cryptocurrency are more appealing than traditional investments, according to nearly half of Gen Z-48%. Even so, Gen Z still favors traditional investing, with 76% saying traditional investing is best for long-term goals.

Don't shoot the messenger. The report highlights how Gen Z trusts digital sources more than traditional ones. Nearly half-47%-use social media for financial guidance, 22% use generative AI, and only 24% rely on traditional financial institutions or advisors.

Notably, another report, published Wednesday from SoFi Technologies, also underscores how Gen Z sources financial advice differently than older generations. They are turning to social media, AI tools, and podcasts at roughly three times the rate of Gen X and baby boomers, according to the report.

For advisors, this means more "detective work" to understand where the information came from and in what context it was presented, Nelson says. You "can't fight the tide" of where people go for information, but advisors need to ensure they help young people understand where it applies and where it doesn't, he says.

Age-based bias. Many advisors shy away from working with younger investors, but this means missing out on potentially lucrative clients in the future. U.S. Bank, for instance, has an emerging affluent segment within the broader wealth management area that caters primarily to younger, self-directed investors.

There's a $25,000 investment minimum for a managed account, though the bank has other products with lower minimums that may be appropriate, Nelson says. "If advisors only want to work with people who have $100,000, it's too late."

This content was created by Barron's, which is operated by Dow Jones & Co. Barron's is published independently from Dow Jones Newswires and The Wall Street Journal.

(END) Dow Jones Newswires

September 23, 2026 16:22 ET (20:22 GMT)