Acorns Marks Milestone of One Million Kids Served in U.S., Expanding Family Financial Wellness Offerings with Acorns Early

New Acorns Money Matters Report™ For Kids Finds Gen Alpha Already Saving and Planning for Their Futures, Motivated by Their Parents' Financial Concerns

IRVINE, Calif. and NEW YORK, Feb. 4, 2025 /PRNewswire/ -- Acorns, the financial wellness app, is proud to announce a milestone of one million kids served in the U.S. with the recent launch of Acorns Early, a smart money app and debit card made just for kids and teens. Globally, the Acorns company has served over 3.3 million kids, with multiple life stage products serving the needs of families worldwide. A leader in lifelong financial wellness and education, Acorns also just released its inaugural Acorns Money Matters Report™ For Kids, a deep dive into the saving and spending habits of the youngest generation. The new report finds Generation Alpha in the U.S. to be forward-thinking, savvy and driven by a desire for security.

Gen Alpha (born in 2010 or later) is emerging as an economic powerhouse with an estimated $11.3B in spending power*, according to the Acorns Money Matters Report™ For Kids. The report also reveals that Gen Alpha is planning for future financial milestones, with 19% already saving for college, 24% saving for their first car, 11% for their first home, and some, six percent, even saving for retirement. 

"We can offer the next generation a lifetime of financial wellness if we set them up with the right tools and knowledge early on," said Noah Kerner, Acorns CEO. "It's encouraging to see how mindful Gen Alpha already is about financial security, and how quickly Acorns Early is growing and making an impact."

The new Acorns Early smart money app and debit card is designed to teach kids and teens the value of money. Kids start off with chores, allowance, and interactive learning courses. As they grow older, Acorns Early helps them understand their spending, budgeting, saving, and more — all with support and guidance from parents and experts along the way.

With only 50% of U.S. Gen Alpha reporting financial education in school, this study underscores the significance of tools like Acorns Early and early financial literacy at home. Gen Alpha overwhelmingly trusts parents to teach them about money more than anyone else (81% surveyed), including teachers (9%), politicians and even popular celebrities, with the President and Taylor Swift each only receiving 3% of the surveyed vote.

Earlier this year, Acorns' Money Matters Report™ revealed significant financial fears among U.S. adults, with as many as a quarter expressing concern their financial situation could lead to homelessness and almost half lacking an emergency fund. The impact on Gen Alpha is evident with nearly one-third using their allowance to help at home and one-fifth already saving in an emergency fund, according to this new report.

Additional key findings of the Acorns Money Matters Report™ For Kids which surveyed over 60,000 6- to 14-year-olds** and 2,000 of their parents, include:

• The influence of social media is fairly significant with more than a quarter (28%) of kids and teens surveyed reporting to learn about money from social media and influencers.
  
  
• Most kids and teens aged 10-14 hear their parents talk about money often (63%), and a third (36%) want their parents to talk with them about money more.
  
  
• Financial independence is a common driving factor among the 69% of U.S. Gen Alpha who say they have started or are planning to start a side-hustle. Top reasons include: to earn extra spending money (58%); to save for the future (31%); and to learn new skills to get a job they want in the future (27%).

To learn more about Acorns Money Matters Report™ For Kids, Acorns Early offerings and updates, and Acorns' commitment to empowering financial wellness, visit acorns.com/moneymatters.

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About Acorns
Acorns is a financial wellness app that helps everyday people and families save and invest money for the long term. Since 2014, Acorns has grown into a global company with multiple life stage products serving the needs of kids, teens, adults and parents. Named one of TIME's "World's Best Brands of 2024," Acorns has served over 15.5 million people worldwide, and helped customers save & invest over $25 billion dollars, much of it from spare change and small amounts.

Investment advisory services offered by Acorns Advisers, LLC ("Acorns"), an SEC-registered investment advisor. Brokerage services are provided to clients of Acorns by Acorns Securities, LLC, an SEC-registered broker-dealer and member FINRA/SIPC. Acorns is not a bank. Banking services issued by Lincoln Savings Bank or nbkc bank, members FDIC. The Acorns Early card is issued by Community Federal Savings Bank, member FDIC, pursuant to license by Mastercard International. For more information, visit www.acorns.com.

About the data:
Opinium: 
The Acorns Money Matters For Kids research was conducted anonymously by Opinium Research and commissioned by Acorns. This survey was not directed at Acorns customers. Any response collected from a customer was coincidental. The survey was conducted from October 4, 2024 through October 21, 2024, using Opinium Research's nationally representative online research panel. The sample population consisted of 2,000 U.S. consumers ages 6-14, comprised of 1,056 males, 940 females, 4 nonbinary/preferred not to say and 2,000 U.S. parents of Gen Alpha ages 24-72, comprised of 615 males, 1,382 females and 3 nonbinary/preferred not to say.

The survey questionnaire was written by Acorns.

*Cebr:
Rounded up from $11,332,618,054.94. Cebr conducted a weighting process on anonymised Acorns Early (formerly GoHenry) member data based on 59,318 active U.S. Acorns Early (formerly GoHenry) members born since 2010 between 06/28/22 and 06/27/23, compared to the same group of members also active between 06/28/23 and 06/27/24. Weighting took place on the basis of three demographic cross-breaks: age, gender, and region. Cebr is an independent consultancy known for providing sound business advice grounded in thorough and insightful research. Since 1992, Cebr has been at the forefront of business and public interest research, offering analysis, forecasts, and strategic advice to major UK and multinational companies, financial institutions, government departments and agencies, and trade bodies.

**The total number of Gen Alpha kids and teens included in this study reflects the 2,000 6-14 year olds surveyed by Opinium and internal data from 59,318 active U.S. Acorns Early (formerly GoHenry) members born since 2010 between 06/28/22 and 06/27/23.

SOURCE Acorns