Survey: Young people's interest in financial security is growing

TALLINN - This year's Swedbank youth survey revealed that among financial topics, Estonian young people are most interested in starting to invest, a point highlighted by 53 percent of respondents.

This was followed by buying a first home and long-term saving, which indicates that instead of getting rich quick, young people are increasingly thinking about financial security and an independent future.

According to Triin Jalakas, head of youth banking at Swedbank, the survey results show that young people increasingly want to control their own future. "Young people's interest in investing, buying a home, and long-term saving shows that financial matters are being viewed more consciously and with a longer-term perspective. They want to better understand how to make decisions that will create more independence and security in the future," she said.

After investing, young people were most interested in topics related to buying their first home (46 percent) and pensions and long-term saving (41 percent). In addition, 31 percent of respondents wanted more knowledge about borrowing, 29 percent about budgeting and daily saving, and the same number were interested in the basics of taxes.

A quarter of young people were interested in starting a business, but the survey reveals that the first step is often hindered by a lack of experience and practical knowledge. Young people most expect support in the form of funding, basic knowledge, opportunities to test their ideas, and advice.

According to Astrid Maldre, head of the small business segment at Swedbank, many young people's interest in entrepreneurship is no longer born from the classic get-rich-quick dream. "Increasingly, entrepreneurship begins with everyday activities, such as someone selling their old clothes on Yaga, starting to offer beauty services to friends, or setting up a small e-shop on TikTok. At some point, the realization dawns that this could become an additional income or even a livelihood," Maldre said.

She said that the type of help young people expect when starting a business has also changed. "Young people are no longer just asking for motivation or inspiration. They want to know very specifically where to find their first customers, how to set a price, or how to test their idea at all. The interest in entrepreneurship is much more practical," she added.

According to Jalakas, the survey results show that young people are increasingly looking for practical and reliable information to help them make more informed financial decisions. "It is important for young people that all necessary information is easy to find and accessible. That's why we regularly share advice and practical guidance on the Swedbank blog and, based on feedback from young people, have organized community events on the topics of starting a business and investing. Young people have been very grateful that the bank organizes such events and shares inspiring and practical knowledge with them," she said.

The Swedbank youth banking survey was conducted in the spring of 2026 and was answered by more than 6,000 Swedbank customers aged 18-30.