Teaching Wealth

Youths Strive For Financial Education & Literacy

Brands and companies search for opportunities to connect with this audience by understanding their online conversation

New research from Maven Road investigates the rising interest, among the youth of today, in investing and financial freedom, and also details their objective to understand users discussing Youth & Investment and the main topics of conversation to identify strategies that could help marketers reach and capture this audience’s interest. To read the complete research, please visit here.

NEW YORK, Aug. 27, 2021 /PRNewswire/ — New research by business intelligence firm Maven Road finds that users who authored most Youth & Investment social media conversations fell between the ages 18-35 years old (65.3%); additionally, users between 0-18 years old published only 11.2% of the overall conversation.

“As investing becomes more accessible, obtaining financial freedom is a major interest among youth today. Our objective is to understand users discussing Youth & Investment and the main topics of conversation to identify strategies that could help marketers reach and capture this audience’s interest,” said Paul Herrera, COO & Co-founder at Maven Road.

Social Listening conducted by Maven Road indicated that users under 35 years old express the most interest in Youth & Investment, which presents an opportunity to develop initiatives that address the financial needs of younger audiences. Brands need to make a concerted marketing effort to connect with Millennials and Gen Z to create relationships with these users and their interests, such as investment.

Startups Tap The Undiscovered Market

New startups are beginning to tap into this undiscovered market. One such startup, Bumper, enables teenagers (under 18) to invest in ETFs and blue-chip stocks with just $1 and an adult account sponsor. By providing educational modules and parental investing oversight, Bumper hopes to promote healthy financial habits early.

“For startups and large corporations alike, youth investing is a substantive commercial opportunity. Understanding how users discuss the various topics of conversation surrounding Youth & Investment online can identify strategies that can help reach and capture this audience’s interest”, said Paul Herrera, COO & Co-founder at Maven Road.

Nowadays, financial education apps and platforms aimed at young people allow parents to invest money into their child’s accounts. BusyKid is an excellent example of a startup that connects with parents’ interests; BusyKid is a subscription-based financial education app that helps parents teach their kids the importance of spending, saving, and investing.

As investing becomes more accessible, obtaining financial freedom is a major interest among youth today...

Financial Education & Literacy

Wealth Management was the most mentioned topic among users discussing Youth & Investing throughout the study period, with 65.7% of all conversations. Applications and Platforms were one of the most mentioned topics of discussion with a 6.3% share. The most prominent conversation driver was led by users discussing Step, a banking for teens platform that garnered over $50M in funding and attracted over 500K users in the three months following their launch.

In addition, the Social Media Analysis conducted on Youth & Investment conversations provided further insight about whether parents are willing to pay for a subscription so their kids can learn about investing; teaching younger generations investing is an undeniable commercial opportunity. Financial Education & Literacy (Investing, Personal Management/Finance) is the second most mentioned topic among users discussing Youth & Investing with 15.8% share. Adults represent 88.8% of the users discussing Youth & Investing; many parents have expressed a growing interest in having their kids learn about financial literacy.

However, there is still an opportunity for brands and companies who wants to reach and capture audiences talking about Youth & Investment; when considering that only 6.8% of posts mentioned brands and organizations in the youth and investment space, it’s evident that most of the conversation is driven by users rather than companies.