A new study from Wells Fargo suggests Americans are rethinking what financial success looks like in 2026. The bank’s latest Money Study shows younger generations chasing entrepreneurship, experimenting with artificial intelligence for financial guidance, and, perhaps most notably, leaning on their parents for support longer than previous generations.
For folks who grew up believing the American Dream meant a steady job and a house with a white picket fence, the new numbers tell a different story. According to the survey, 61 percent of Americans now believe owning a business is part of that dream. Among Gen Z adults, that figure jumps to 69 percent. Even more telling, 74 percent of Gen Z respondents who do not already own a business say they hope to start one someday.
The reason seems simple. Many young adults view entrepreneurship as a way to control their own destiny. Eighty percent of Gen Z respondents and 67 percent of Millennials said owning a business would give them more control over their futures. Existing business owners largely agree, with 96 percent saying that kind of independence is real.
Of course, there is a catch. Starting a business often means financial sacrifice. Eighty six percent of business owners in the study said they had to make personal financial tradeoffs to keep their companies going. Nearly two thirds reported dipping into personal savings, credit, or even home equity to fund their ventures.
Emily Irwin, head of Private Wealth Planning at Wells Fargo, said the desire to build something of your own reflects a broader shift in how Americans define success.
“The desire to own a business reflects a growing belief that success is defined on your own terms. While entrepreneurship can offer freedom and flexibility, it also comes with financial risk, which is why preparation, resilience, and informed decision making matter more than ever,” Irwin said.
While Gen Z dreams about independence, many are still depending on their families to stay afloat. The study found that 64 percent of parents with Gen Z children between the ages of 18 and 28 say their kids rely on them financially in some way. That support may come in the form of money, housing, or help covering everyday expenses.
For many parents, the arrangement is not easy. More than half of those providing financial support, 56 percent, said it is putting pressure on their own finances. Meanwhile, nearly half of Gen Z respondents described their financial situation as messy, and many reported delaying life decisions such as moving out, getting married, or changing careers.
Young adults are also gathering financial advice from places that would have sounded unusual just a decade ago. Forty four percent of Gen Z respondents said they rely on YouTube for financial information, while 34 percent turn to platforms like Instagram or TikTok. About 25 percent said they look to online communities for guidance.
Another trend catching attention is the rise of artificial intelligence as a money management tool. According to the study, 19 percent of U.S. adults say they used AI during the past year for financial ideas or education. Among Gen Z, that number nearly doubles to 38 percent.
Many respondents said they use AI to explore possible financial moves, brainstorm investment ideas, or weigh potential risks. Two thirds of those who tried AI based suggestions said they eventually acted on them. Of that group, 90 percent reported the advice ended up being profitable or worthwhile.
Irwin said technology can be helpful, but it works best when paired with traditional financial knowledge.
“Technology can help spark ideas and build awareness, but it works best when paired with a solid financial foundation, trusted guidance, and an understanding of how those insights apply to someone’s real life goals,” Irwin said.
Despite the economic pressure many Americans feel, the study also surfaced a few positive signs. Forty seven percent of respondents said they increased their savings or investments over the past year. Meanwhile, 52 percent said the financial steps they have taken recently are paying off.
Still, worries remain. Seventeen percent of full time workers said they fear losing their jobs in the coming year. Among Gen Z, that concern jumps to 31 percent. Half of Gen Z respondents said they are saving more cash just in case they lose their jobs, while 57 percent believe they could run out of money within three months if their income disappeared.
The research also shows Americans continuing to chase extra income wherever they can find it. About one third of respondents said they picked up side hustles or additional work during the past year.
Security fears are another constant theme. Seventy seven percent of Americans said they worry about fraudsters gaining access to their money, and 88 percent said they regularly review financial accounts and statements.
Interestingly, banking apps appear to have become essential. When asked what they would give up for a year, 84 percent of Americans said they would rather lose social media than lose access to their banking apps.
The study also revealed that rewards programs remain wildly popular. Ninety percent of Americans said they enjoy participating in them, and three quarters said they prefer cash back incentives.
The 2026 Money Study was based on an online survey of 3,773 U.S. adults and 215 teenagers ages 14 to 17. The research was conducted between November and December 2025 and weighted to reflect the U.S. population.
Taken together, the results paint a picture of a country still trying to figure out its financial footing. Younger Americans want independence, but many still rely on family support. At the same time, artificial intelligence is quietly becoming another voice in the room when people make money decisions.
Whether that turns out to be helpful advice or just another digital rabbit hole is something folks will likely keep debating for years.
