In the face of change, one thing is common to many Americans — they are striving to achieve financial stability. They want to save for their children's education, prepare for retirement and build security for the unexpected. Another common factor is that the path forward
The reality can be sobering: According to research from Opportunity Insights, the likelihood of earning more than one's parents has declined dramatically in recent generations, especially for those born into lower-income households. At the same time, inflation and the rising cost of living weigh heavily on families. These aren't just statistics. They're the lived experiences that create a challenge and a call to action for the financial services industry.
One of the greatest opportunities is to equip people who are not yet saving or investing with the education, tools and confidence they need to take that first step. When we expand access, more people can participate in — and benefit from — the capital markets that fuel our economy.
But education alone isn't enough. Research from Edward Jones shows that nearly one in five American adults never received
Across the financial services industry, partnerships are emerging to make those connections real. Programs are bringing together nonprofits, fintech companies, schools, banks and credit unions to help people begin their wealth-building journey and strengthen their financial futures. Whether it's a teen investment club working with high schools, a matched-savings initiative with community credit unions, or support for small-business owners, these efforts combine financial education with assets and accessible tools that create lasting impact.
Consider a homeowner in St. Louis who participated in a matched savings program through a local credit union. After decades of homeownership, she faced a critical need: replacing a failed HVAC system. By completing financial education seminars, strengthening her credit, and saving toward her goal, she was able to make the repair without taking on new debt or risking her family's financial stability. That's what financial resilience looks like — protecting what you've built and creating confidence in the future.
Another powerful example of connecting education to opportunity is early wealth building accounts, which are sometimes referred to as "baby bonds." These programs seed interest-bearing accounts for children when they are born and grow over time. When the child reaches adulthood, the funds can be used to purchase or invest in resources that help build wealth, such as post-secondary education, homeownership or starting a business.
Following the lead of banking regulators, the National Credit Union Administration has proposed a rule that would eliminate references to reputational risk from its examination manuals and would forbid debanking based on political views.
Financial advisors, including our team at Edward Jones, are supporting baby bonds programs in cities like Atlanta and St. Louis by helping to manage funds and provide financial education and guidance to recipients' families. By combining early capital access with trusted advice, baby bonds can help create a foundation for long-term financial resilience and empower the next generation to build wealth.
When people begin to experience the return on their healthy financial habits — whether that's paying down debt, saving regularly or investing in the long term — they don't just strengthen their own households. They strengthen communities. And they strengthen our economy.
Our industry exists to serve clients, yes. We also hold a larger responsibility: to earn and sustain the trust of society. That trust is reinforced when we help more people — especially younger generations — navigate an increasingly complex financial landscape with clarity, confidence and optimism.
Yes, the challenges are real.
And so is the resilience of the American people. Families are already making trade-offs, reducing discretionary spending, paying down debt, setting aside savings and seeking knowledge. They want to feel confident about their decisions and hopeful about their futures. Our responsibility is to meet that optimism with practical tools, empathetic guidance and education that truly connects to opportunity.
Financial resilience is the foundation of well-being. With it, people can weather life's storms and focus on what matters most: purpose, family, health and community.
That is the responsibility — and the privilege — of our industry. And it is the measure by which future generations will judge whether we rose to the occasion. Let's build a future where financial strength is not a privilege for the few, but a possibility for all.
