71% of millennials and 66% of Gen Zers see nothing wrong with asking for financial help (Credit: WESTOCK PRODUCTIONS on Shutterstock)

What once was seen as an admission of failure is increasingly becoming the new normal

In A Nutshell

• Most young adults in this survey say asking for financial help is a strength, not a weakness.
• Money stress is widespread: 87% feel it, and Gen X reports the highest levels.
• Nearly half feel misunderstood by their banks, and most want more support.
• People turn first to friends and partners, but fear of judgment still holds many back.

Asking for help used to be seen as admitting defeat. For older generations, reaching out for support, especially when it came to money, carried a heavy burden of shame and judgment. Nowadays, research reveals that younger Americans are flipping this narrative on its head, viewing the act of asking for help not as a weakness but as a sign of emotional intelligence and self-awareness.

According to a survey of 2,000 American adults conducted by Talker Research and commissioned by Upstart, 71% of millennials and 66% of Gen Zers see asking for help as a positive thing. Compare that to their predecessors: only 54% of Gen Xers and a mere 45% of baby boomers share the same view. The numbers point to a fundamental change in how younger people approach vulnerability, community, and financial wellness.

Both Gen Zers (57%) and millennials (60%) believe they’re better at asking for help when they need it than older generations ever were. When faced with a challenging situation where they’d have to choose between asking for support or going it alone, a quarter of all Americans across generations now say they’d prefer to ask for help.

Sixty-seven percent of Americans, regardless of generation, believe society should destigmatize asking for help or support, financial or otherwise. The data shows a clear generational momentum toward openness, but old fears remain powerful.

Fear of Judgment Remains a Powerful Barrier

Despite this attitudinal shift, the survey found that 53% of Americans still don’t like asking for help because they fear being judged. Gen Z, the generation most comfortable with seeking support, is also the most worried about judgment. Nearly two-thirds of Gen Zers (64%) said they fear being judged for asking for help, showing that while they recognize its value, the emotional weight hasn’t entirely disappeared.

The stigma isn’t entirely gone. Many young Americans still worry about being judged while asking for financial support. (Credit: BearFotos on Shutterstock)

One survey respondent put it plainly: “It’s okay to need something to lean on. It doesn’t emasculate a man and it doesn’t make a woman look like a damsel in distress.” Another added: “I think for that to happen, we need to emphasize community, as a whole, more. Society is very individualist as of now, but there are ways to improve community.”

While younger Americans are leading a cultural shift, the old scripts about self-reliance and independence still echo in the background. When people do seek support, they’re most likely to turn to friends (39%), their partner (36%), their mom (24%), or extended family members (23%).

“It’s natural for people to feel this internal struggle when it comes to asking for help, but this survey shows that the stigma is slowly fading away,” said Erin Opperman, Vice President of Creative at Upstart. “No one should feel like they’re being judged simply because they could use a little extra support. Having systems in place to help people progress is how we grow together as a society.”

Nearly 9 in 10 Americans Feel Financial Stress

Nearly nine in 10 survey respondents (87%) reported feeling some level of stress related to their financial situation, with 40% describing their stress as “extreme” or “significant.” Gen Xers are feeling the pressure most intensely, with 46% reporting high levels of finance-related stress.

Living paycheck to paycheck topped the list of stressors at 41%, followed by unexpected costs (23%), high-interest debt (13%), and not having any financial support (12%). For many Americans, one car repair or medical bill is all it takes to send their finances into a tailspin.

Seventy-two percent of respondents believe that having financial support would have a major positive impact on their mental wellbeing. Among millennials and Gen Xers, that number climbs to 77% and 75%, respectively. Money stress isn’t confined to bank accounts. It seeps into sleep, relationships, and overall quality of life.

The connection between financial security and mental health has become impossible to ignore. When basic needs feel precarious, everything else suffers. The survey reveals that Americans aren’t just looking for more money. They’re looking for stability, predictability, and someone who understands the weight they’re carrying.

Most Americans Feel Misunderstood by Their Banks

Nearly half of Americans (48%) said they feel misunderstood by their banks, and 81% believe financial institutions should offer more support. The disconnect between what people need and what banks provide has created a trust gap that grows wider under financial pressure.

When asked why they feel misunderstood, 40% said their bank doesn’t consider the financial stress they’re experiencing. Another 30% feel their bank only sees them as a credit score, while 26% believe they’re judged solely by their account balance. Respondents described their banks as unhelpful (30%) and out of touch with the realities of their financial lives.

Two-thirds of Americans said they’d have more confidence making wiser financial decisions if they had better support from their financial institutions. People aren’t just looking for a place to park their money. They’re looking for partners who understand their struggles and can help them navigate a stressful financial landscape.

“Getting the right financial support is a major unlock for most Americans,” said Chantal Rapport, Chief Marketing Officer at Upstart. “So much of our lives are tied to our financial situations, so when people are understood and supported by trustworthy financial partners, they can focus on what matters and go on to do great things in their lives and their communities.”

The generational divide on asking for help signals that younger Americans are demanding a different relationship with money, mental health, and institutions. They’re rejecting the idea that struggling in silence is noble and choosing instead to see asking for support as a step toward progress. Financial institutions that want to stay relevant will need to catch up, offering not just products but genuine understanding. For millions of Americans, the question isn’t whether they need help. It’s whether anyone is really listening.

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Research Summary

Methodology

Talker Research surveyed 2,000 American adults between September 30 and October 6, 2025. The sample was split evenly across four generations: Gen Z, millennials, Gen X, and baby boomers. The survey was commissioned by Upstart and conducted online using a non-probability sampling frame, drawing respondents from traditional online access panels and programmatic sources. Participants were recruited through opt-in methods and received small incentives for completing the survey. The research team implemented quality controls to exclude speeders, bots, duplicates, and irrelevant responses. Cells with fewer than 80 respondents were not reported for analysis, and statistical significance was calculated at the 95% level. Data was not weighted, though quotas were used to achieve the desired sample composition. The survey was conducted in English and is representative of Americans with internet access.

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