Despite Recent Volatility, Americans Agree They Can Live Financially Fulfilled Lives, Edward Jones Research Finds

Respondents across generations are optimistic, however, those who rely on professional advice show greater confidence in reaching their financial goals 

(ST. LOUIS, Mo.) – JUNE 24, 2025 - Three quarters of Americans (74%) are optimistic about their financial futures despite recent market volatility and uncertainty, according to a new research report – The Pulse of North America – from Edward Jones and Cerulli Associates unveiled this week at the 2025 Aspen Ideas Festival.

The research conducted during April’s increased market volatility, took the pulse of North Americans’ goals, challenges and feelings about their current financial situations, as well as the ability to achieve financial fulfillment in 2025. An encouraging 79% of respondents indicated they are on track to achieve or have already achieved a financially fulfilled life.

“Sentiment from our own clients confirms this,” said David Gunn, Principal, Head of U.S. and Canada Business Units at Edward Jones. “In the half a million conversations our financial advisors have had with our clients in the past five months, only a quarter of our clients highlight financial stress. This reflects the power of deep, personal, trusting relationships and holistic financial advice in helping our clients feel empowered and confident in their financial futures.”

Recent volatility impacts, but does not derail, the pursuit of financial fulfillment

Despite more than half of respondents (55%) indicating that inflation is a source of financial stress, Americans remain steadfast in the pursuit of financial fulfillment. They define fulfillment as having the freedom to pursue their passions (46%), make a better life for themselves and their families (42%), and have security and protection from unforeseen events (41%).

To become more financially fulfilled, Americans are most willing to change their discretionary spending habits (45%), pay off their debt (33%), and improve their financial literacy (28%). This flexible mindset will help Americans tackle potential obstacles, including the rising costs of living expenses (59%), unexpected financial setbacks (35%), and insufficient income or savings (27%). Nearly two-thirds of respondents (63%) indicated they would need to earn a $150,000+ salary annually to achieve financial freedom. 

Americans report optimism and progress relative to personal benchmarks

When it comes to tracking their financial progress, only 18% of Americans benchmark themselves against their own goals and plans rather than those of others. Instead, 33% of Americans primarily compare themselves and their progress relative to those of their peers, 22% to their partners or significant others, and 19% to their colleagues.

Respondents indicated that they are tracking confidently against financial and other life goals, reporting that they are on par with or ahead of others when it comes to specific objectives such as achieving financial stability (88%), travel goals (84%), financial literacy (83%), saving for retirement (80%), and achieving home ownership (78%).  

“Even with heightened market volatility and economic uncertainty, American investors have stayed the course with their portfolios and long-term plans,” added Gunn. “They are making meaningful progress toward their financial goals by keeping their short-term and long-term future in mind while expressing willingness to pivot in real-time with the help of a financial professional.”

The role of financial advisors in pursuing financial fulfilment

While 57% of self-directed investors have a financial plan, this number increases to 77% for Americans who regularly engage with a financial advisor, whether that be maintaining a collaborative relationship with one or more financial advice providers or relying primarily on a financial advisor to handle most investment decisions.

Those working with a financial advisor are doing so to manage financial risk (28%), seek a second opinion on financial decisions (26%) or based on recommendations from family members or other professionals (25%). What’s more, Americans who identify as relying primarily on a financial advisor are more likely to feel confident in reaching financial freedom than their self-directed peers (74% versus 63%, respectively), indicating the value of professional advice.

On the other hand, the top factors preventing Americans from working with a financial advisor include the associated fees and costs (46%), preference to manage finances independently (29%) and the feeling that their financial situation is not complex enough to warrant professional help (22%).

“As markets grow more complex and client needs become increasingly nuanced, financial advisors are embracing a more holistic approach to wealth management,” says Asher Cheses, Director of Wealth Management at Cerulli. “We’re seeing advisors stepping into the role of behavioral coaches—helping clients navigate uncertainty, manage emotions, and stay aligned with their long-term goals – demonstrating their value in today’s market environment.”

To learn more about this research, visit www.edwardjones.com/pulse.

Methodology

In 1Q 2025, Edward Jones, a leading wealth management firm, engaged Cerulli Associates to conduct a research study on the ‘Pulse of North America.’ This research aimed to assess retail investor and financial sentiment within the U.S. and Canadian wealth management markets. In support of this research, Cerulli Associates conducted surveys of retail investors and financial advisors, in addition to in-depth research interviews and focus groups. Primary research was conducted throughout March and April 2025, in both the U.S. and Canada.

About Edward Jones

Edward Jones is a leading North American financial services firm in the U.S. and through its affiliate in Canada. The firm’s more than 20,000 financial advisors throughout North America serve more than 9 million clients with a total of $2.2 trillion in client assets under care as of March 28, 2025. Edward Jones' purpose is to partner for positive impact to improve the lives of its clients and colleagues, and together, better our communities and society. Through the dedication of the firm's approximately 55,000 associates and our branch presence in 68% of U.S. counties and most Canadian provinces and territories, the firm is committed to helping more people achieve financially what is most important to them. The Edward Jones website is at www.edwardjones.com, and its recruiting website is www.careers.edwardjones.com. Member SIPC.

About Cerulli Associates

For over 30 years, Cerulli has provided global asset and wealth management firms with unmatched, actionable insights. Headquartered in Boston, Cerulli Associates is an international research and consulting firm that provides financial institutions with guidance in strategic positioning and new business development. Our analysts blend industry knowledge, original research, and data analysis to bring perspective to current market conditions and forecasts for future developments.