The next generation of investors is no longer standing on the sidelines. With financial literacy on the rise and barriers to investing steadily breaking down, young people are engaging with their money in more meaningful ways—though not without hurdles. In a recent episode of Fidelity Connects’ The Upside1,2, host Emily Anonuevo convened a roundtable of Fidelity experts to uncover the evolving habits, motivations, and anxieties of young investors. The panel featured Kelly Lannan, SVP of Emerging Customers at Fidelity Investments (U.S.), Sarah Mocherniak, Manager of Channel Growth at Fidelity Canada for Investly, and Audrey Kim, Senior ETF Capital Markets Analyst.
Their message is clear: today’s young investors are financially curious, socially savvy, and eager to be in control—but they need better tools, education, and support to fully step into their financial power.
A Demographic Shift—and a Digital One
“We're continuing to bring in more younger customers to Fidelity,” says Kelly Lannan, noting that over 40% of new accounts from this demographic are under the age of 25. “Not only are they coming into the firm, but we're continuing to grow them as they're starting to invest. They're opening up a second product. They're asking us questions. They're engaging with us on social.”
The shift isn't just generational—it's digital. Young investors are gravitating toward platforms that offer mobile-first, seamless experiences. “They want engaging promotional and incentive programs to get them started,” says Sarah Mocherniak, referencing findings from a recent Ipsos study on Canadian youth. “Convenience is key. It needs to be something that's at their fingertips, easily accessed.”
Lannan added that while digital channels are vital, they don’t replace human connection: “No matter what, younger folks are still telling us that the number one place they're gonna go is through the trusted family members in their life.” This insight reinforces the need for multi-generational financial education tools that parents and children can explore together.
The Rise of Alternative Investments and Holistic Financial Thinking
Today's youth aren't only thinking about stocks and bonds. “Our next generation... are more interested in alternative products like digital assets,” says Lannan. This evolving preference signals a desire for portfolios that reflect individual interests and worldviews.
But investing is just one part of the equation. Young people “are not just interested in investment management, but their full financial picture,” Lannan continues. “They're looking at firms who can do that in the context of everything they care about with their money—not just investing, but saving for the short term, maybe something that's longer term.”
Anonuevo reinforced this holistic mindset, observing that young investors are also saving for real-world goals like travel or homeownership—and often don’t know how to translate those goals into investment strategies.
Money Gains and Investly: Meeting Youth Where They Are
To bridge the knowledge gap, Fidelity is expanding its educational offerings, such as Money Gains, a digital-first video series that teaches the “ABCs of investing.” “It takes you through everything from saving to budgeting to how compounding works,” says Audrey Kim. “It’s a really good resource... not only for teens or new investors, but also for parents.”
Mocherniak pointed to Investly, Fidelity Canada's recently launched investing app, as another example of innovation tailored for young and first-time investors. “It’s a simple-to-use investing app designed for first-time investors,” she says, adding that it includes embedded education modules, short-form video content, and goal-setting tools. “We do a lot of that heavy lifting for you.”
And within that app? ETFs—particularly “all-in-one” ETFs—are a rising star. “They're simple and easy,” Kim explains. “These all-in-one ETFs are a diversified portfolio with a variety of different asset classes... rebalancing is taken care of for you... you just pick the one that best fits with your risk tolerance and your stage of life.”
The Double-Edged Sword of Social Media
Still, not all content is created equal. While social media has become a dominant source of financial information for young people, its trustworthiness varies.
“Someone who is not even familiar with our industry... could decide they want to be a fintech star” overnight, warns Lannan. “We feel like it’s our responsibility to show up in these channels... to provide financial education. Because we are the financial education expert.”
The challenge is to balance reach with reliability. “They don't wanna listen to a forty-minute lecture,” Lannan acknowledges. “They want short and sweet.” Fidelity has adapted accordingly, delivering digestible, credible content that competes with viral—but often misguided—financial advice.
Where to Begin: Goals, Guidance, and Confidence
For many young people, the biggest barrier is not a lack of ambition—it’s uncertainty. “They just don’t know where to get started,” says Lannan. “If we just made it easier for them, they would be far more likely to get started.”
She recommends a simple three-step entry point: define your goals, understand your risk tolerance, and seek support. “Come to us... whether that’s on social, online, through our advisors. We are here to help.”
Kim echoed this sentiment, underscoring the power of knowledge. “I personally believe knowledge reduces fear,” she says. “When you understand financial concepts, you're empowered to make smarter decisions... and actually participate in your financial future.”
Empowerment Through Access
Whether it's through interactive tools like Investly, bite-sized education via Money Gains, or conversations with trusted advisors and family, Fidelity’s panel believes that empowerment is within reach.
“Young people like to be in the driver’s seat of their investments,” Kim concludes. “But we kind of feel held back... because we lack the education and the knowledge to be in that position. Get yourself in a position where you can be in control.”
The takeaway? Education is empowerment. And for the emerging generation of investors, that empowerment is already beginning—one click, one video, one ETF at a time.
Footnote:
1 Fidelity Investments. The Upside. "An inside look at how young Canadians are investing – Kelly Lannan, Sarah Mocherniak and Audrey Kim | FidelityConnects." 27 May. 2025.
2 Fidelity Investments "Articles, webcasts & podcasts." 27 May. 2025.
