Beyond Baby Boomers: Global X ETFs Survey

In Q2 2025, Global X Research surveyed 1,097 individuals across the United States to understand how different generations approach investing and work with financial advisors. The study examined key differences between Gen Z (ages 21-28), Millennials (ages 29-44), and Gen X (ages 45-60), exploring everything from information sources and investment strategies to attitudes toward artificial intelligence in financial decision-making. The findings reveal both surprising similarities and notable differences in how these generations build wealth and plan for retirement.

Self-directed investing dominates among younger generations, but reliance on financial advisors increases significantly with age—Gen X allocates nearly twice as much of their assets to professional management compared to Gen Z.

Professional credentials and experience matter most when selecting a financial advisor across all generations, while personal networks remain the top source for both financial information and advisor referrals.

Long-term growth potential is the universal priority, appearing in the top three investment factors for 51% of Gen Z, 58% of Millennials, and 65% of Gen X, though advisor recommendations rank highest as a first choice.

Younger investors embrace global and sustainable strategies, with Gen Z and Millennials showing significantly greater interest in international markets and ESG initiatives compared to Gen X.

AI adoption remains cautious but shows generational divides—while investors are open to AI-assisted guidance, few are ready to trust artificial intelligence with independent investment decisions, particularly among older generations.