Young American Financial Decisions Decoded for your brand,

without the premium price tag.

Our regular reports uncover why Young Americans make financial choices and provide clear steps, tailored for your brand.

See What You Get

The Hidden Cost of Assumptions: Why Most Brands Miss Young Americans

Winning young Americans’ loyalty isn’t about knowing what they do—it’s about understanding why they do it. Brands lose relevance and market share every day by relying on old assumptions, generic surveys, or one-size-fits-all data.

What’s at Risk?


  • Wasted Investment: Millions spent on products and campaigns that don’t resonate.
  • Lost Loyalty: Young Americans quickly move on from brands that don’t “get” them.
  • Falling Behind: Competitors who uncover deep drivers are already capturing attention—and dollars.

What’s Changed?


  • Fast-evolving financial pressures (student debt, gig work, housing costs).
  • New cultural expectations (values-driven spending, digital-first banking).
  • Skepticism and demand for authenticity—surface-level messaging isn’t enough.

We Uncover the “Why” That Drives Young American Financial Decisions

Our ongoing, tailored insights reports go deeper than demographics or basic surveys. We illuminate the real priorities, motivations, and barriers shaping financial choices for this critical generation.

With our help, you can:

  • Build products that hit the mark
  • Craft messages that connect
  • Move ahead of competitors with real strategic clarity

Your Quarterly Insight Package

Get focused, actionable intelligence delivered regularly.

Quarterly Deep Dives

Decode the critical 'why' behind Young American financial behavior. Receive timely reports on key topics, selected for US relevance with input from our client community.

Custom Action Plans

Insights tailored specifically to your brand. Through a structured onboarding process, get practical, actionable recommendations ready for your US team to implement.

Video-On-Demand Debriefs and More

Brief your team easily via an included Expert Video Walkthrough. Plus, gain deeper background on report topics with our Topic Context Report.

The Authentic Voices of Young Americans (19-29)

Man smiling, representing Ethan

"Financial services that align their actions with their claimed values earn my loyalty. Otherwise, I'm quick to move on."

- Ethan, 24, Tech Specialist

Woman with long hair, representing Sophia

"I need to see that they understand my financial reality, not some idealized version of what they think my life is like."

- Sophia, 25, Healthcare Professional

Our Depth Methodology

How do we ensure depth beyond typical surveys?
Through carefully designed qualitative techniques tailored to American cultural nuances. For example, we might explore needs with questions like:

"If you could have a 1-hour anonymous conversation with any financial expert focused solely on your goals, what topics are most critical, why, and in what setting would that best occur?"

This uncovers authentic concerns and decision factors standard methods miss, providing a robust foundation for your US strategy.

Direct Application For US Financial Teams

Nextgen.report provides intelligence for Marketers and Market Research Managers at small- to mid-sized US financial institutions (Banks, Credit Unions, Fintechs, Insurers).

For Marketers

Develop more effective messaging and campaigns rooted in genuine understanding of Young Americans. Refine brand positioning, enhance value propositions, and drive engagement within the US market.

For Research Managers

Obtain the rich context explaining quantitative data on Young Americans. Provide robust qualitative evidence to inform product roadmaps, mitigate strategic risk, justify investments, and guide innovation specific to US consumer needs.

Our analysis connects insights across marketing, product, innovation, and strategy functions targeting the US market.

Proven Expertise & Methodology

Reliable intelligence requires deep experience, rigorous methods, and US financial sector understanding.

Adam Collins Founder

Led by a 30-Year Research & Strategy Expert

Our founder, Adam Collins (formerly VP Strategy, McCann Marketing), blends decades of insight expertise with market strategy, ensuring findings are deep and commercially actionable.

Experience With Leading Financial Institutions

Proven ability to deliver strategic value within the competitive financial landscape.

TRUSTED BY

Rigorous Research Methods

We employ proven qualitative techniques, grounded in established data relevant to the US market, to ensure validity and strategic focus. Efficient tools support our process without compromising depth.

Early Access: For Banks, Fintechs, and Credit Unions

Join our early access program to shape tomorrow’s Gen Z financial insights—and claim your first-mover edge.

Team collaborating in meeting

Inquire About Our Founding Circle

If contacted via outreach, ask about joining our initial client group for early insights into the US market.

Inquire Now