Prudential Study Finds Asia’s Young Adults Prioritise Financial Security and Long-Term Planning

Prudential Study Finds Asia’s Young Adults Prioritise Financial Security and Long-Term Planning

(IN BRIEF) New research from Prudential plc shows that young adults across Asia are adopting a pragmatic, structured approach to managing their finances, prioritising security, long-term planning and flexible solutions. While confident using digital tools, they continue to value human advice for complex insurance decisions, highlighting demand for hybrid financial experiences that combine technology with personal guidance.

(PRESS RELEASE) LONDON, 8-Jan-2026 — /EuropaWire/ — Prudential plc has released new research highlighting a shift toward disciplined, forward-looking financial behaviour among young adults across Asia. The study, Financial Mindset of Young Adults in Asia, shows that a clear majority of people aged 20 to 35 are prioritising structured planning, long-term security and adaptable financial solutions in an increasingly uncertain environment.

Based on a survey of more than 5,300 respondents across Hong Kong, Indonesia, Malaysia, the Philippines, Singapore, Taiwan and Thailand, the research finds that structured financial planning is now the preferred approach for most young adults. Over seven in ten respondents said they favour clear plans and consistent insurance and investment habits over spontaneous financial decision-making. Despite heightened uncertainty, nearly 70 percent expect their personal finances to improve over the next five to ten years.

Security over spontaneity

Financial security has emerged as the leading life concern for young adults in Asia, ranking ahead of family responsibilities, health and career development. Many respondents said they are increasingly future-focused, with a majority believing that living with uncertainty has become the norm. At the same time, confidence remains relatively high, with a significant proportion expressing belief that they will be able to fund their retirement.

Rather than choosing between enjoyment and discipline, many young adults are seeking balance. More than half aim to combine smart investment strategies with the freedom to enjoy life, while flexibility is seen as essential. A majority prefer financial products that can evolve alongside changing goals, life stages and ambitions.

Long-term investing with measured risk

The study also highlights a cautious but forward-looking investment mindset. Young adults are evenly split between higher-risk investments that offer growth potential and safer options designed to preserve capital. A strong preference for long-term investment instruments reflects an emphasis on sustainable wealth accumulation rather than short-term gains.

Digital confidence with human reassurance

Digital tools play a central role in how young adults manage their finances. Many respondents feel confident researching products and managing investments independently through online platforms. However, human expertise remains highly valued, particularly for life and health insurance decisions, complex coverage details and claims support.

This preference for a blended experience underscores growing demand for hybrid financial solutions that combine digital convenience with personalised advice. The research suggests that insurers and financial services providers must strike a balance between technology-driven efficiency and trusted human engagement.

Priscilla Ng, Chief Customer and Wealth Officer at Prudential plc, said the findings underline the importance of understanding the evolving priorities of a generation that is both pragmatic and optimistic. With Millennials and Generation Z expected to account for around half of Asia-Pacific’s consumers by 2030, she noted that insurers must deliver simple, accessible and empathetic solutions that reflect how young adults plan, protect and invest for their future.

Explore the detailed findings in the full report.

About the report

Financial Mindset of Young Adults in Asia is a Prudential commissioned report, delving into the insurance and investment experiences, preferences and attitudes of 5,348 people aged 20-35 in seven Asian markets. through online quantitative survey. The survey was conducted in July-August 2025.

About Prudential plc

Prudential provides life and health insurance and asset management in Greater China, ASEAN, India and Africa. Prudential’s mission is to be the most trusted partner and protector for this generation and generations to come, by providing simple and accessible financial and health solutions. The business has dual primary listings on the Stock Exchange of Hong Kong (HKEX: 2378) and the London Stock Exchange (LSE: PRU). It also has a secondary listing on the Singapore Stock Exchange (SGX: K6S) and a listing on the New York Stock Exchange (NYSE: PUK) in the form of American Depositary Receipts. It is a constituent of the Hang Seng Composite Index and is also included for trading in the Shenzhen-Hong Kong Stock Connect programme and the Shanghai-Hong Kong Stock Connect programme.

Prudential is not affiliated in any manner with Prudential Financial, Inc. a company whose principal place of business is in the United States of America, nor with The Prudential Assurance Company Limited, a subsidiary of M&G plc, a company incorporated in the United Kingdom.

Media Contacts:

Stephanie Yu
+852 5275 5360
stephanie.yu@prudential.com.hk

Kho Hui-Yi
+852 6298 9676
kho.hui.yi@prudential.com.hk

Sonia Tsang
+852 5580 7525
sonia.ok.tsang@prudential.com.hk

SOURCE: Prudential plc