Inside the minds of Gen Z and Millennial investors in the US

New insights from YouGov Profiles reveal how Gen Z and Millennial investors approach their financial decisions – and how their behavior sets them apart from the broader investing public. While these younger investors make up just over a third of all U.S. investors (12% Gen Z and 25% Millennial), their influence is outsized, especially in shaping market trends, demanding digital-first tools, and influencing product design in fintech and investment platforms.

Social media isn't just a distraction – it's a data source

For Gen Z and Millennial investors, social media plays a central role in shaping their portfolios. One in five (19%) say it influences their investment decisions, almost double the rate of all investors (10%). And 32% cite it as a source of investment information, compared to just 18% of investors overall. Reddit, TikTok, and Instagram all appear more frequently in their daily routines than they do for older investors, with 17% of young investors using Reddit and TikTok multiple times a day (vs. 9% and 11%, respectively, among all investors).

For B2B marketers, this signals a clear opportunity: investment firms can use social media not just to advertise, but to educate and influence. Financial content can place brands at the center of Gen Z and Millennial investor journeys. Platforms that are scroll-optimized and message-tested for this audience will have a competitive advantage.

But it's not all memes and market hype. Young investors are also pragmatic.

While the amount of investible income (45%) and personal risk tolerance (45%) rank highly for young investors, similar to older groups, what differentiates them is their heightened sensitivity to broader economic signals and socially conscious investing. Four in ten (38%) pay close attention to macroeconomic trends, a significantly higher proportion than general investors (28%). Also 16% of young investors factor in company social, ethical, and environmental practices (ESG criteria), compared to just 12% overall.

Trust matters but it's earned differently

While advice from financial advisors still carries weight (28% of young investors use this as a decision-making input), younger investors rely more heavily on friends and family (36%) and general online accessibility (20%). When it comes to choosing a financial advisor, cost is king: 57% of young investors say service fees are important, and 68% prioritize trustworthiness.

And they’re doing things their own way

Young investors are more likely to engage with modern platforms. One in four have used cryptocurrency exchanges (26%) or online robo-advisors (20%) to make investments, well above the average across all investors. Traditional channels like retirement accounts (29%) and banks (33%) still matter, but their relative importance is diminished compared to older groups.

Confidence is growing

Gen Z and Millennial investors are slightly more self-assured than their older counterparts. One in four (23%) describe themselves as very or extremely confident in managing their investments, versus 18% across the broader investor pool. And more than a third (35%) say they feel confident in general.

The takeaway? This generation of investors isn’t just following the crowd. They’re carving their own path: digital-first, community-informed, and cost-conscious. For financial brands and marketers, tailoring your messaging and product design to these behaviors isn’t just smart – it’s necessary.