DUB x THE HARRIS POLL

The Great Wealth Reset

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INTRODUCTION

A New Era of Wealth-Building

Welcome to the new American wealth playbook.

A national survey conducted by The Harris Poll on behalf of dub among 2,000 U.S. adults reveals a seismic shift in how younger Americans, particularly Gen Z (ages 18-28) and Millennials (ages 29-44), define, pursue, and prioritize financial success.

From side hustles to stock market bets, today ’s younger generations are moving away from traditional career paths and rewriting the financial rulebook to fit a new economic reality shaped by rising costs of living, student debt, job market instability, and digital opportunity.

This evolving mindset is not just about making more money. It's about redefining what financial freedom means and how to go about building long-term wealth in an era of economic instability and abundant digital tools.
THE FALL OF THE 9-to-5

How Americans Are Rewriting the Rules of Work

The American Dream no longer runs 9-to-5.

More than half of Americans (53%) say working a traditional full-time job will not allow them to reach their financial goals. That number soars among Gen Z with nearly 2 in 3 (60%) feeling this way, compared to about 1 in 3 (35%) Boomers (ages 61-79). Even more revealing, 39% of Americans and 51% of Gen Z say a 9-to-5 job isn’t essential for them to achieve financial success.

Though 32% of Americans believe they need a job and something else to achieve financial success. This is represented across all generations and reflects a shared belief that financial freedom requires more entrepreneurial or diversified approaches.
the side hustle surge

Gen Z and Millennials Go All-In on Multiplying Income

A 9-to-5 may not be the plan, but a 5-to-9? Absolutely.
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Side hustles, freelance work, and entrepreneurship rank high among Gen Z and Millennials as essential efforts to achieve their financial goals. 43% of Gen Z and 40% of Millennials say side hustles are key (vs. just 18% of Boomers). Similarly, 41% of Gen Z and 39% of Millennials say entrepreneurship is essential, compared to only 16% of Boomers.

This diversification-first mindset suggests a generational shift in how younger adults are building security: not through job loyalty, but income agility. This goes hand-in-hand with the perception that younger Americans are aiming high, and feel a single salary isn’t the answer to achieving financial independence.
the RISE OF INVESTING

The Millionaire Mindset

Despite lukewarm financial literacy, Americans are starting to bet big on the markets. Over half of Americans (57%) are currently investing in the stock market, excluding 401ks, including 60% of Gen Z and 66% of Millennials. Yet confidence doesn’t match participation, with fewer than 1 in 5 Americans (17%) feeling very confident in their understanding of how the market works.
53% [of Americans] believe investing is their best shot at becoming a millionaire.
Still, 53% believe investing is their best shot at becoming a millionaire. Among Gen Z and Millennials, that belief rises to 65% and 67% respectively, signaling that traditional salary expectations may be fading in favor of high-growth opportunities, even with higher possible risk.

These findings further solidify there may be a pivot away from predictable earnings toward scalable, even if volatile, sources of potential wealth.
Redefining Financial Success

Debt-Free, Not Just Rich

What are the top signs of financial success across all Americans? About 3 in 5 Americans (61%) say being debt-free signals financial success, and nearly 3 in 5 (58%) equate success with never worrying about money.

Gen Z and Millennials, however, are more likely than Boomers to equate financial success with supporting their families, rather than simply paying off debt. In fact, about 2 in 5 Gen Z adults (44%) and nearly half of Millennials (48%) say financially supporting their family is a key sign of financial success compared to 35% of Boomers, meanwhile 69% of Boomers feel having no debt is a key sign of financial success compared to just 53% of Gen Z and 55% of Millennials.

This focus may reflect the economic challenges younger generations have witnessed firsthand, making the ability to care for loved ones a powerful measure of financial security and personal success.

In redefining success, it seems younger generations are highlighting peace of mind and purpose over possessions.
new definitions

Homeownership: Still a Dream, But Not the Definition

Owning a home is no longer the gold standard as it was for previous generations.

Just 55% of Americans say homeownership is a sign of financial success. That number dips even lower among Gen Z (52%) and Millennials (51%), while Boomers still hold on to the old dream at 63%.

This generational divide may reflect rising housing prices, high interest rates, and a greater value placed on flexibility and mobility. For younger Americans, wealth may come in the form of freedom, whether that means travel, family support, or liquid assets, not necessarily a white picket fence.
FINANCIAL INDEPENDENCE

Financial Independence by 30? Gen Z Thinks It’s Possible

Today ’s youngest workers have big goals, and little time.

While, on average, Americans aim to reach financial independence by age 53, Gen Z says they want to get there by 32. Despite delays from debt (46%) and low wages (33%), 97% of Gen Z who have not yet achieved financial independence want to be able to do so before age 65, and a stunning 94% say they want to hit that mark before age 55.

These ambitions, though optimistic, underscore the sense of urgency felt by a generation raised during economic instability and ballooning student debt.
technology & tiktok

The New Financial Advisors

Call it the FinTok generation.
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More than 1 in 3 Americans (36%) lean on social media for financial advice over traditional financial advisors, a figure that rises to 62% among Gen Z. Meanwhile, 72% of all Americans believe access to financial apps has made wealth-building more accessible than ever before.

Apps and platforms have become trusted tools for investing, budgeting, and learning, often replacing financial advisors entirely. This democratization of wealth-building tools is not only shaping strategy, but it’s shaping culture.
This democratization of wealth-building tools is not only shaping strategy, but it’s shaping culture.
SUMMARY

A Blueprint for the Next Generation

The findings in this report make one thing clear: The next generation isn’t just chasing wealth, they ’re dramatically shifting how to build it. From side hustles to retail investing, today ’s Americans, especially Gen Z and Millennials, are crafting a flexible, multi-channel approach to
financial success. Traditional systems like the 9-to-5 job or the singular goal of homeownership no longer hold the cultural or financial weight they once did.
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Instead, young Americans are leaning into high-growth tools, low-barrier technologies, and income diversification to write their own financial rules. They ’re optimistic, digitally fluent, and unapologetically ambitious. Whether it’s reaching financial independence by their 30s or trusting TikTok over a financial advisor, they ’re signaling that the American Dream as we know it is dead. And the younger generation is re-writing it as we speak.
from steven wang

Thoughts From dub’s Founder

Young Americans aren't rejecting the idea of wealth—they're recreating the path to get there.
“Young Americans aren’t rejecting the idea of wealth, they ’re recreating the path to get there," said Steven Wang, Founder and CEO of dub. “Many of the younger generation have likely dreamed about skipping a traditional education to become the next big YouTube influencer or memestock millionaire to reach financial independence early. That’s translated into a generation prioritizing side hustles, non-traditional jobs, and building wealth on their own terms. But they ’re doing it in the face of rising costs, unstable job markets, and an accelerating wealth gap.
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At dub, we’re helping power this shift by making long-term wealth building more attainable by making investing more accessible, intuitive, and aligned with how Gen Z and Millennials actually live and earn. In a world where investing feels more necessary than ever, but also more intimidating, we offer more than just tools.

Too many platforms profit off confusion, risk, and short-term hype. We’re creating a new, educational experience that takes the guess-work out of investing by enabling anyone to trust real investors with transparent track records. dub is fundamentally designed to deliver the best long-term outcomes. And through our creator economy for finance, we’re turning trusted voices into powerful guides, helping their communities invest smarter, together."
METHODOLOGY
This survey was conducted online within the United States by The Harris Poll on behalf of dub from June 17-19, 2025, among 2,100 U.S. adults ages 18 and older. The sampling precision of Harris online polls is measured by using a Bayesian credible interval. For this study, the sample data is accurate to within +/- 2.5 percentage points using a 95% confidence level. This credible interval will be wider among subsets of the surveyed population of interest. For complete survey methodology, including weighting variables and subgroup sample sizes, please contact dub@bambybig.agency
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This content is provided for informational purposes only and is not intended as and may not be relied on in any manner as investment advice, a recommendation of any interest in any security offered on dub. All investments involve risk, including the possible loss of principal. Past performance does not guarantee future results, and investors should consider their own investment goals, risk tolerance, and financial situation before investing. The information contained herein is subject to change. The dub app is owned and operated by DASTA Inc. Advisory services provided by dub Advisors, LLC, an SEC-registered investment adviser. Brokerage services provided by DASTA Financial, LLC, to retail customers for US-listed, registered securities and ETFs on a self-directed basis. Clearing services are provided by APEX Clearing Corporation (”APEX”). Both DASTA Financial and APEX are SEC-registered broker-dealers and members of Financial Industry Regulatory Authority (“FINRA”) and Securities Investor Protection Corporation (“SIPC”). The registrations and memberships above in no way imply that the SEC, FINRA, or SIPC has endorsed the entities, products or services discussed herein. © 2025 DASTA Inc. All Rights Reserved.

1 Source: https://io-fund.com/broad-market/financial-analysis/retail-investors-market-losse
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2 The clips featured are excerpts from a live, unscripted podcast featuring our CEO. This content was produced during an interactive session without a pre-written script, and the opinions, comments, and insights expressed are those of the speaker at that moment. They do not necessarily reflect the official views or policies of dub. This material is provided for informational purposes only and should not be construed as investment advice or an official endorsement by dub. Viewers are encouraged to conduct their own research before making any decisions based on this content.
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