The Pulse of North America

Tapping into the hearts and minds of today's investors

What does it take to live a financially fulfilled life? Our new research with Cerulli Associates uncovers the dreams and realities of three generations.

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While investors continue working toward their financial goals, they're also balancing a mix of growing concerns that include inflation, unpredictable markets and rising living costs1 . We dig into the obstacles Millennials, Gen X and Boomers face and their future outlooks.

What are U.S. investors' most important short-and-long-term financial goals?

Investors across all three generations share common worries. Life’s curveballs such as economic dips, health emergencies or unexpected bills have the potential to derail their financial plans. Many also feel uncertain about how political changes might affect their financial future. From shifts in tax policy to broader economic impacts, changes are happening quickly in the investing space1.

Among these concerns, each generation has its own priorities. Millennials are focused on paying down debt, saving for travel, building emergency funds, and improving cash flow. Gen X is concentrating on retirement savings and minimizing taxes, while Boomers are preparing for retirement and working to support their adult children1.

Key survey insights1:

  • After COVID, people are putting more value on health, family time and travel.
  • Many older investors feel they’ve fallen behind on retirement savings and financial strategy.
  • Younger investors are often concerned about affording homes and starting families.
  • Across the board, there’s stress about inflation, housing and employment stability.

 

What are the main sources of stress for U.S. investors in 2025

Top financial goals and concerns for each generation

What does financial fulfillment look like?

Most people believe a financially fulfilled life is within reach. With the rising cost of living, healthcare, and housing, many say they feel like they’re racing to keep up.

However, financial fulfillment isn’t just about building wealth. It’s about feeling secure, having your needs covered, and having the freedom to enjoy what you want. That could include activities such as traveling, spending time with loved ones, or pursuing hobbies.

Investors say true financial freedom means they’re not constantly worrying about bills. They’re willing to cut back on spending and aggressively pay down debt if it brings them closer to financial confidence.

Key survey insights1:

  • Top goals tied to financial fulfillment: emergency savings, retirement savings, and being able to leave something behind for the next generation
  • Many define fulfillment as living debt-free, having a sense of security, and enjoying life without money-related stress.

How are U.S. investors approaching the transfer of wealth?

For many Gen Xers and Boomers, leaving a legacy matters. Whether it’s funding education, helping with a first home or simply providing financial stability, they want to give their children a stronger start than they had. Some are even gifting during their lifetimes to see the impact firsthand.

At the same time, many are navigating how best to pass along not just wealth, but values. Those could include responsibility, integrity and unity. While optimism about the future varies, there’s a strong desire to prepare and protect the next generation.

Key survey insights1:

  • Over one-third of investors are actively transferring or planning to leave assets.
  • The most valued legacies include family unity, financial literacy and work ethic.
  • Many worry about heirs being unprepared or family conflict arising from inheritance.
 What concerns do investor have about wealth transfer in 2025

Methodology

This research combines qualitative and quantitative research completed from January 2025 — March 2025 to explore investor and advisor behaviors across the U.S. and Canada. Qualitative research includes six investor focus groups segmented by age (Millennials, Gen X, Baby Boomers) and interviews with 15+ U.S. advisors across diverse channels (independent B/Ds, RIAs, wirehouses, etc.). Quantitative research involves surveys of 1,000+ U.S. investors with $100k–$5M in investable assets and 260+ advisors managing over $50M in AUM, focusing on middle-market and affluent clients.

References:

1. Research from Edward Jones, in partnership with Cerulli Associates, 2025.