Gen Z is among the most financially anxious and financially proactive generations. They hold “admin nights” to check things off their to-do lists, track every dollar and have even turned 401(k)s into ironic status symbols. Despite their efforts, many still feel they’re falling behind.
They’ve weathered market volatility, a pandemic and rising living costs — and fixed expenses often hit before their first paycheck even settles. As a financial advisor, I’ve never seen a generation so eager to build a future, yet so unsure whether that future is attainable.
According to 2025 research from Edward Jones and Morning Consult, nearly a third of Americans have their first investment experience through their jobs. Yet nearly four in five Gen Z-ers still don’t contribute to a workplace retirement plan — a gap that represents both a crisis and an opportunity.
This generation craves a future worth preparing for, and employers have a unique opportunity to provide financial access and education that can help get them there.
401(k)s are “in.”
Retirement plans — often an investor’s first experience with wealth building — have become prized for a generation where stability is a status symbol. “Soft saving” — prioritizing stability and wellbeing now while saving modestly — is a rational response to frequent shocks and high living costs. Even starting small but consistently saving can help create financial stability and the freedom to pursue other goals with confidence.
Gen Z is looking to employers to help them make smart financial decisions the easy default and reduce decision fatigue. Employers can better support Gen Z by offering ways to automate savings and gradually increase contributions as income grows. Edward Jones and Morning Consult found that 66% of Gen Z-ers say they’d be more likely to participate in a workplace retirement plan if enrollment were easier.
More than a benefit, a 401(k) plan is a retention strategy: according to a 2025 Deloitte survey, by offering high-quality retirement plans, employer matching contributions and financial education resources, employers can help employees build greater financial confidence while strengthening engagement and retention. The tax advantages are also a win for employees and employers alike.
Make saving make sense
According to a recent Allianz Life Insurance Company of North America study, about 6 in 10 Gen Z-ers have hit the brakes on their retirement savings within the past year, citing current financial pressures.
That pause is a signal, not a verdict. In my experience, the most successful young investors are consistent with their contributions, but financial education is what will help build their willingness and confidence to stay the course.
Many retirement plans provide access to financial education to help employees make informed decisions about saving, investing and planning for retirement – ideally resulting in greater employee satisfaction and productivity. New solutions like those from Addition Wealth, a financial engagement and education platform used among Edward Jones practice teams and backed by Edward Jones Ventures, the firm’s venture capital arm, are making that education more differentiated and accessible at scale.
Employers who modernize now can build a more resilient, engaged workforce for today and the future.
Make advice accessible
Gen Z is a financially proactive generation – interested in finance, willing to talk openly about financial struggles and engaging financial advisors sooner than previous generations. Still, a new Edward Jones and Gallup studyrevealed only 14% seek guidance from a professional advisor.
That’s the gap a strong workplace financial wellness program can help close. While a financial advisor can help guide Gen Z with saving and investing early in their careers, they can also help employers compare plans, understand the trade-offs, and choose a plan that aligns employees needs with business objectives.
Gen Z isn’t asking for an office happy hour. They’re asking for a fighting chance. If employers meet their ambition with real financial tools, not platitudes, this generation won’t just survive the economy they’re inheriting. They’ll transform it.
Disclosure: The author is a financial advisor at Edward Jones, whose proprietary research is cited in this commentary. Nothing herein constitutes personalized investment advice. The opinions expressed in Fortune.com commentary pieces are solely the views of their authors and do not necessarily reflect the opinions and beliefs of Fortune.
