Majority of Americans feel unprepared for shifting financial concerns, Equitable survey finds
July 15, 2025
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New York – July 15, 2025 – Equitable, a leading financial services organization and principal franchise of Equitable Holdings, Inc. (NYSE: EQH), today announced new findings from its quarterly survey of 1,000 consumers to help better understand the latest financial trends that are top of mind for Americans.
The survey revealed that only 42% of Americans feel prepared to navigate shifting financial challenges, including potentially higher costs from tariffs, market volatility and lingering recession concerns. As a result, more than two-thirds of respondents worry the unpredictable economic environment could derail their financial goals. However, the picture changes dramatically with professional guidance — nearly six in 10 respondents who work with a financial advisor say they feel prepared to manage evolving economic concerns, compared to just 30% without one.
Amid ongoing economic uncertainty, Americans are rethinking how they spend, save and invest. The survey found that approximately half plan to cut discretionary spending, boost savings and adjust their investment portfolios. Notably, those working with a financial advisor are far more likely to adjust their financial portfolio — 54% say they plan to make changes to their investments or product mix, compared to just 36% of survey respondents without a financial professional.
“Americans are navigating a financial fog — concerns about tariffs, geopolitical uncertainty, market volatility and lingering recession fears have left many second-guessing their next move toward a secure financial future,” said Nick Lane, President of Equitable. “However, one thing is clear: in today’s constantly shifting macroeconomic environment, working with a trusted financial professional can help individuals get answers, build a plan and move forward with confidence. In fact, our survey found that those working with a financial advisor feel twice as prepared to manage today’s financial concerns as those without one.”
Given the benefits of professional guidance, 80% of survey respondents who work with a financial advisor turn to their advisor first for advice — followed by financial news outlets (37%) and friends and family (33%). In contrast, those without an advisor rely primarily on friends and family (57%), then financial news outlets (32%) and social media platforms like TikTok and Instagram (25%) for financial guidance.
The survey also revealed that most Americans are interested in solutions that offer some level of protection in today’s uncertain market. The survey found that nearly two-thirds of respondents investing in the stock market are willing to trade the potential for higher returns for protection against market losses.
"With so much uncertainty and recent market whiplash, it’s understandable that clients have questions and concerns. They want clarity — wondering if it’s time to adjust their investment portfolio, consider new strategies or rethink their financial plan,” said Jody D'Agostini, CFP®, financial advisor at Equitable Advisors. “We encourage clients to stick with a plan that reflects their personal goals and risk tolerance — not the headlines of the day.”
About the survey
Equitable’s consumer finance survey was conducted by an independent, global consumer and B2B panel provider. Respondents include 1,000 U.S. adults (ages 18 and older), with the total survey population representative of U.S. demographic data. The online survey was fielded May 13 – 21, 2025. Survey participation was anonymous.
About Equitable
Equitable, a principal franchise of Equitable Holdings, Inc. (NYSE: EQH), has been one of America’s leading financial services providers since 1859. With the mission to help clients secure their financial well-being, Equitable provides advice, protection and retirement strategies to individuals, families and small businesses. Equitable has more than 8,000 employees and Equitable Advisors financial professionals and serves 3 million clients across the country. Please visit equitable.com for more information. Reference to the 1859 founding applies specifically and exclusively to Equitable Financial Life Insurance Company.
“Advisor” is used to generally describe insurance/annuity, investment sales, and advisory professionals who may be licensed as insurance agents, registered with broker-dealers, and registered as investment advisory representatives of registered investment advisors, respectively.
Duly registered and licensed Equitable Advisors associates offer securities through Equitable Advisors, LLC (NY, NY 212-314-4600), member FINRA, SIPC (Equitable Financial Advisors in MI & TN), offer investment advisory products and services through Equitable Advisors, LLC, an SEC-registered investment advisor, and offer annuities and insurance through Equitable Network, LLC (Equitable Network Insurance Agency of California, LLC; Equitable Network Insurance Agency of Utah, LLC; Equitable Network of Puerto Rico, Inc.).
Equitable is the brand name of the retirement and protection subsidiaries of Equitable Holdings, Inc., including Equitable Financial Life Insurance Company (Equitable Financial) (NY, NY); Equitable Financial Life Insurance Company of America (Equitable America), an AZ stock company with an administrative office located in Charlotte, NC, issuers of variable and registered index-linked annuities; and Equitable Distributors, LLC. The obligations of Equitable America and Equitable Financial are backed solely by their respective claims-paying abilities.