From the moment Trump Accounts were announced, fintech companies, banks, and investment platforms moved quickly to position themselves at the heart of a federal program that would draw national attention. In this rush to build products and partnerships, there’s someone missing from the conversation–the people who will make this program actually work. It’s the ones who account for the majority of family spending and lead the way on education savings decisions. It’s the most influential voice for American families. It’s the moms.
At Babylist, nearly 40% of first-time parents use our platform, which gives us a unique vantage point into how modern families actually prepare, spend, and make decisions during one of the most disorienting financial moments of their lives. We see firsthand that becoming a parent is often the moment when families first begin thinking seriously about long-term financial planning. And while the industry is focused on products, distribution, and customer acquisition, parents are focused on a much simpler question: How do I give my child a better future?
The story of college, education, and the future of work is changing at a breakneck speed and the savings playbook families inherited was built for a world that no longer exists. The future of the economy feels deeply in question, so it’s no surprise that there’s a generation who is putting pause on starting a family. But that won’t work for America.
