U.S. Bank Survey: 67% of Parents Talk Money Before Age 12, But Still Need Tools to Take Action

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New research reveals generational shift toward open financial conversations, highlights importance of family banking tools MINNEAPOLIS, June 30, 2026--(BUSINESS WIRE)--A new study from U.S. Bank, conducted in partnership with Morning Consult, shows a major generational shift in how families approach conversations about money, reshaping financial education at home. While many Americans grew up in households where money was rarely discussed, today's parents are rewriting the playbook, starting earlier and talking more openly with their children. The survey of more than 3,000 U.S. adults found that about half said money was rarely or never discussed growing up. Older generations were less likely to have had those conversations. However, today's parents report more comfort talking about money with their kids and a growing focus on helping them build financial skills early. "Today's parents are the first generation where a majority are choosing to have open conversations with their kids about money – and at an early age," said Arijit Roy, head of consumer and business banking products at U.S. Bank. "These findings underscore our continued focus on empowering families with tools to start money conversations and offer real-world experience with money, so the next generation can make smarter financial decisions sooner." Key findings: At the same time, the research shows a gap between intent and action. While parents increasingly recognize the importance of early financial education, only about half have opened a youth bank account for their child. Among parents who haven't opened an account, the biggest barrier isn't cost or complexity – it's uncertainty. Almost a quarter of parents said their child isn't ready yet, while more than 1 in 10 said they don't know where to start or which option to choose.

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