X partners with Visa, but will users adopt its financial ecosystem?

Elon Musk’s X said it has struck a deal with Visa to be the first partner for what it is calling the X Money Account. This partnership allows users to move money between their bank accounts and digital wallets, facilitating peer-to-peer payments. As X enters this space, understanding X’s current customers - and those who have a positive impression of Visa but are not yet customers – can offer insight into how the platform might shape its financial offerings.

Who are X’s current customers – and target customers?

YouGov Profiles shows that 41% of X users are aged 18-34, compared to 30% of the adult population; 31% are 35-54, compared to 33% of the adult population; and 28% are 55 and older, compared to 38% of the adult population. This group also skews male: 63% are men, compared to 48% of the general population, while 37% are women, compared to 52% of the general population.

X’s current users are also more likely to be in full-time work (44% vs. 37%) and have a college degree (24% vs. 18%). Looking briefly at financials, half of them (47%) are middle income earners (between 75% and 200% of the median), compared to 39% of the general population.

Taking a quick look at X’s target customers – those who have a positive impression of the brand but are not current users – reveals an immediate marketing opportunity in the demographic data. These individuals are more likely to be middle aged adults (29% are 18-34, 37% are 35-54, and 33% are 55+). This group is equally divided (49% male and 51% female) but includes a higher percentage of women than X’s current users (37% vs. 51%).

Exploring financial attitudes and banking habits

X’s current users show distinct financial attitudes compared to the general public, highlighting their confidence in managing money, openness to digital transactions, and interest in investment opportunities.

One key difference is their perspective on cryptocurrencies. Nearly two in five (39%) of X’s current users believe cryptocurrencies are the future of online financial transactions, compared to 31% of the general public. Investment interest is also higher among X’s user base, with 59% actively looking for profitable ways to invest money, compared to 52% of the general population. Additionally, 58% of X’s current users take economic and financial news into account before making big purchases, slightly higher than the 53% of the general public who do the same.

When it comes to financial management, X’s users express more confidence than the general public. More than two-thirds (68%) say they manage their finances well, compared to 63% of American adults. Similarly, 70% are confident in making and keeping a budget, slightly higher than 65% of the general population.

X’s current users are also more comfortable with online transactions. Seven in ten (70%) say they don’t mind using their bank cards to buy things online, compared to 66% of the general public.

X users are more engaged with digital banking than the general public. Mobile apps are the most popular method among X users, with 69% using them to access their bank accounts compared to 55% of the general public. Online banking via a web browser is also widely used, with 68% of X users relying on this method, slightly higher than the 60% of the general population.

Mobile banking through a web browser, rather than a dedicated app, is used by 47% of X users, compared to 40% of the general public. Similarly, online bill payment through a bank account is more common among X users (47%) than among the general public (41%).

YouGov BrandIndex’s Consideration score rankings show Visa is the most favored credit card and payment service among all brands we track in the sector. Some 30.7% of current X users and 25.1% of the general population are considering Visa when they are next in the market to open a financial service account.

Among X users, Mastercard follows as the second-most considered brand with 27.8% followed by PayPal (21.2%), Chase (19.4%), American Express (19.4%), and Capital One (19.3%). Other major financial brands also see stronger consideration among X’s current users are Discover (13.1%), Apple Card (12.9%), Cash App (12%), and Venmo (9.8%).

X’s partnership with Visa positions it within a financially engaged and digitally savvy user base that favors online and mobile banking. X users are more confident in managing their money, open to emerging financial technologies, and show strong consideration for established financial brands like Visa and Mastercard. Their digital-first habits and investment mindset suggest potential opportunities for X to expand its financial offerings beyond payments. As the platform continues its push into finance, understanding these behaviors will be key to shaping services that resonate with its evolving user base.

Methodology:

YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.

YouGov BrandIndex collects data on thousands of brands every day. Visa’s Consideration score is based on the question: When you are in the market to open a financial services account, which brand will you consider? and delivered as a percentage. Scores are based on an average daily sample size of 530 US adults between Feb 20, 2024, and Feb 20, 2025. The figures are based on a 52-week moving average. Learn more about BrandIndex.