Where Gen Z Goes for Financial Advice – and What They're Missing

Key Takeaways

  • Gen Z is highly resourceful and comfortable finding financial information online, but major financial decisions deserve more than quick tips or trending videos.
  • Working one–on–one with a licensed financial professional provides in-depth guidance built around your unique financial situation.
  • Guidance from a trusted financial professional still matters in today's online world.
News Insight

Gen Z Looks for Financial Advice Online

Scrolling through social media, it's hard to miss the abundance of financial advice from true experts and popular “fin-fluencers” alike. For many Gen Zers, these feeds have become a go-to source of financial information, with nearly half (45%) following financial advisors and one-third (33%) following financial influencers.1

That's according to a recent survey from LIMRA, a research and professional development organization serving the financial services and insurance industries. The survey also found that 62% of adults – including 80% of those under age 45 – use social media when seeking information on financial or insurance products, up from just 29% in 2019.

But just because online advice is gaining popularity doesn't mean it's getting any more accurate. From overestimating the cost of life insurance to overlooking the importance of sticking to a monthly budget, acting on the wrong information can set back long–term goals. That's where a trusted financial professional comes in, helping to create a personalized game plan.

Financial Professionals Provide In-Depth Guidance

While there is a lot of good financial advice online, social media can't replace the value of a financial professional who knows you, understands your goals and can help you plan for the future. Working one-on-one with a professional means you're not getting generic tips – you're getting in-depth guidance built around your unique financial situation.

As the first generation not to know life before the internet, it's not surprising that Gen Z favors online financial advice, which can be engaging, easy to access and even inspiring. According to Primerica's Financial Security MonitorTM survey, about two-thirds of Gen Z respondents say they go online for financial education and advice.2

Without the context of the full financial picture, online advice can be incomplete – or in some cases, flat-out wrong. A quick tip from a stranger on social media doesn't account for individual income, debt, savings goals, family needs or risk tolerance. And when it comes to products like life insurance, misinformation can lead to costly delays in getting the right coverage.

That's why it's critical to treat online advice as a starting point, not a blueprint. Connecting with a licensed financial representative brings something no algorithm or influencer can offer — a personal relationship built on understanding unique needs and long-term goals.

A licensed financial professional can help:

Working one–on–one also means having someone in your corner who knows the local community, understands regional economic factors and can provide connections to the right resources when needed. It's the difference between getting generalized tips and receiving a personalized roadmap to long–term financial security.

While social media will continue to be a source of information, particularly for Gen Z, there's no substitute for trusted guidance. A licensed financial professional can help cut through the noise, confirm what's accurate and create a plan that works for today and tomorrow.

Building a financial game plan can seem hard – but it doesn't need to be. A local licensed Primerica representative can provide personalized advice to secure a strong financial future.

1 limra.com. “Adults Age 30 and Younger Overestimate Life Insurance Cost by 10–12 Times”, June 25, 2025.

2 primerica.com. “Q1 U.S. Middle-Income Financial Security Monitor™ (FSM™)”, March 2025.

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