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From “Girl Math” to “No Spend September,” Americans spent 2025 learning, laughing, and saving their way through FinTok — the corner of TikTok that’s transforming how people talk about money. A new survey of 2,000 Americans, evenly split across Gen Z, millennials, Gen X, and baby boomers, commissioned by Chime, explored how TikTok is shaping financial habits.
FinTok isn’t just entertainment anymore — it’s part of people’s weekly routines. The average user scrolled through over 400 hours of financial content this year, with millennials leading the pack at 10 hours per week (520 hours in 2025).
And the scrolling translated into real action. Nearly 6 in 10 users (59%) tried a money-saving trend, with top hits including:
- Low Budget Living — 30%
- Side Hustle Sprint — 20%
- Girl Math — 17%
- No Spend September — 15%
- Budget Bucket Challenge — 12%
- Debt Pay-Off Winter — 12%
Trust in FinTok content is also growing: three-quarters of Americans — including 61% of boomers — say they rely on the advice shared on the platform. And it’s having an impact, with users reporting they’ve learned:
- “Not to keep moving my investments around”
- “Better ways to save for the future.”
- “More about interest rates.”
- “Different side gigs to supplement income.”
Younger generations say FinTok makes money topics easier to understand (41% of Gen Z, 35% of millennials), while 30% of boomers note the videos aren’t always accurate — but they’re watching anyway. And for many, the trends are working: 43% of Gen Z said the money tips they tried were successful, compared with just 22% of boomers.
These trends shaped conversations throughout the year, and the momentum isn’t slowing. Looking ahead:
- 53% plan to use FinTok more in 2026.
- Of the respondents, top goals for the coming year include improving savings habits (38%) and feeling more confident about money (34%).
- Gen Z is focusing on paying off debt faster (38%) and learning new investment strategies (34%)
From budgeting challenges and saving hacks to side-hustle inspiration, FinTok has become a space where millions feel informed, empowered, and confident about their finances. According to a 2024 survey from the same sample, more than half (53%) planned to use FinTok more in 2025 than they did in 2024 — and this year’s results revealed they followed through: 46% said they increased their FinTok use in 2025, including 60% of Gen Z specifically. As 2026 approaches, users are keeping their scrolling — but this time, with purpose.
*Survey Methodology:
Talker Research surveyed 2,000 Americans who use FinTok, split evenly by generation (500 Gen Z, 500 millennials, 500 Gen X, and 500 baby boomers) who have access to the internet; the survey was commissioned by Chime and administered and conducted online by Talker Research between Oct. 24 and Nov. 4, 2025. A link to the questionnaire can be found here.
To view the complete methodology as part of AAPOR’s Transparency Initiative, please visit the Talker Research Process and Methodology page.