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Wealth management
2026 Wealth report
Americans are rewriting the rules of wealth building. See how generations, gender, risk tolerance, and family experience shape the paths people take.
The rules of wealth building are changing.
U.S. Bank surveyed a nationally representative sample of 5,000 American adults to understand how starting points, family influence and attitudes toward risk shape the paths people take to build wealth. The findings show that while homeownership, retirement and long-term stability are still top goals for most, the ways Americans pursue them are changing.
New paths to wealth.
Many Gen Z and Millennial adults say they've done everything "right" financially and still aren't where they hoped to be. As a result, younger generations are redefining success beyond homeownership and embracing new measures of financial progress.
29% of Gen Z and 26% of Millennials say they’ve given up on owning a home for financial reasons.
45% of Boomers say the stock market is a more realistic path to wealth than owning a home, compared to 62% of Gen Z and 61% of Millennials.
71% of parents feel more responsible for supporting their children financially than in the past, and 68% have or plan to provide financial support for major milestones.
Family experience shapes the journey.
Where you start matters, and for many, that starting point comes with no map.
44% are first generation wealth builders, with little or no exposure to family members building wealth growing up.
Only 21% felt prepared to make financial decisions when they started, compared with 49% of those with family guidance.
78% prioritize an emergency fund over a trip, and 56% prioritize paying off debt over investing.
Investing feels more complicated than it used to.
More options should make investing easier. Instead, many Americans say the growing number of choices has made decision-making more difficult.
75% of Americans want more guidance on where to invest.
72% say investing feels more complicated than it used to.
66% feel pressure to keep up with investment trends.
28% say they don't know enough about investing.
Women are more engaged financially, but barriers remain.
Women and men start building wealth at about the same age. What differs is how prepared they feel when they begin.
Felt prepared when they started making financial decisions.
Women
0%
Men
0%
0%
There is constant pressure to keep up with new investment trends.
Women
0%
Men
0%
0%
Use a financial advisor to manage their investments.
Women
0%
Men
0%
0%
A clear strategy builds confidence.
There’s no single path to building wealth. But with a financial plan, you can better understand your options, align them with your goals, and move forward with greater confidence.
Read the full 2026 Wealth report
Get the full findings, including insights by generation, gender, risk tolerance, and family background.
Practical financial guidance to help you feel more in control.
Setting financial goals step by step
Achieving financial goals starts with small, manageable steps. Focus on what you can control to build momentum and work toward long-term success.
Planning for a longer retirement
With Americans expecting to be retired for 15+ years, discover strategies to make your savings last through retirement.
Why professional guidance matters now
Learn how financial advisors help clients feel more confident and in control, even when external forces create uncertainty.
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Disclosures
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Equal Housing Lender. Deposit products are offered by U.S. Bank National Association. Member FDIC. Mortgage, Home Equity and Credit products are offered by U.S. Bank National Association. Loan approval is subject to credit approval and program guidelines. Not all loan programs are available in all states for all loan amounts. Interest rates and program terms are subject to change without notice.