One in Three Americans Caught Flat-Footed on Financial Preparedness, TD Bank Report Reveals
Report Finds Medical Emergencies and Retirement Preparedness Are Top-of-Mind
As today's world is faced with ongoing challenges and unexpected obstacles, including those in the financial industry, how financially prepared are consumers?
Forty-four percent of Americans report they think about their financial preparedness every single day, yet 36% of Americans say they are not confident they have enough savings to cover unexpected bills. These significant findings are broken down in TD Bank's inaugural Financial Preparedness Report, Consumer Index where more than 5,000 U.S. adults were surveyed to examine their financial challenges, saving habits, and the actions they are taking to improve their financial health.
"With ongoing economic concerns top-of-mind for consumers, preparation is key to better ensure that you're well-positioned in any climate," said Allison Robinson, Head of Retail Distribution at TD Bank. "We aim to provide our customers with the guidance they need to help them achieve their financial goals, and the TD Consumer Index highlights some of the most pressing topics concerning consumers today."
The Consumer Index covers a range of consumer behaviors including three standout categories: healthcare, retirement, and homeownership. In the coming weeks, the Financial Preparedness Report will release its Small Business Index.
Is Health and Wellness "Weighing" You Down Financially?
Americans see illness or an unwelcome visit to the Emergency Room as the most critical time to be financially prepared, with seven in ten (70%) ranking it among their top three priorities for financial readiness. A majority (72%) of Americans have been impacted by unexpected bills, with 59% of these respondents having gone into debt as a result. Additionally, 33% had to reallocate part of their savings to cover costs. Despite acknowledging the significance of healthcare expenses, only half said they are prepared to cover those costs.
Are You Ready for Life's Next Chapter? Better Plan Accordingly
Saving for retirement is important for an overwhelming majority of consumers (88% of respondents), yet almost half don't feel ready for it (47%). That unease likely stems from respondents not setting aside monthly income for retirement (31%) or not using retirement accounts like a 401K or Roth IRA (56%), and shockingly, 15% do not have retirement savings at all.
Is Homeownership Holding Up the "American Dream?"
Homeownership is a solid foundation for building wealth and diversifying financial preparedness. Ninety percent of Americans believe owning a home is part of the American Dream, but is that dream out of reach? One-third of respondents who do not currently own a home have a negative outlook on their ability to purchase. Across all respondents, the top factors influencing homebuying decisions are affordability (55%), the cost of borrowing (32%), and concerns about economic uncertainty or job stability (29%).
What Can Financial Guidance Do for You?
Eighty-one percent of Americans have taken steps to improve overall financial health, with the majority of respondents (55%) already reducing spending or creating a budget. Most (78%) indicated they use at least one resource to keep up with their budget, with banking and budgeting apps topping the list. Additionally, 41% of respondents either use or would consider using a financial planner or advisor to help with their financial preparedness. Those who currently work with an advisor are much more likely to feel prepared for unexpected car (72%) or home (69%) maintenance costs, as well as unforeseen medical expenses (66%).
"Everyone has a unique financial journey so starting with a personalized plan that covers your immediate needs and future goals is recommended," said Andrew Stuart, Head of U.S. Consumer Products, Auto Finance and Wealth at TD Bank. "It's important for consumers to understand their current financial position, as well as their short and long-term goals, and what products and services can help them to be better prepared financially for whatever lies ahead."
Survey Methodology
This CARAVAN survey was conducted by Big Village among a sample of 5,013 U.S. adults ages 18 and older. This survey was live on February 19 – March 3, 2025. Market-specific interviews were conducted in Boston (N=502), New York City (N=501), Philadelphia (N=502), Charlotte (N=502), and Miami/South Florida (N=502), with the remaining N=2,504 interviews completed among adults across the rest of the United States.
About Big Village Insights
Big Village Insights is a global research and analytics business uncovering not just the ‘what' but the ‘why' behind customer behavior, supporting clients' insights needs with agile tools, CX research, branding, product innovation, data & analytics, and more. Big Village Insights is part of Bright Mountain Media. Find out more at https://big-village.com.
About TD Bank, America's Most Convenient Bank®
TD Bank, America's Most Convenient Bank, is one of the 10 largest banks in the U.S. by assets, providing over 10 million customers with a full range of retail, small business and commercial banking products and services at more than 1,100 convenient locations throughout the Northeast, Mid-Atlantic, Metro D.C., the Carolinas and Florida. In addition, TD Auto Finance, a division of TD Bank, N.A., offers vehicle financing and dealer commercial services. TD Bank and its subsidiaries also offer customized private banking and wealth management services through TD Wealth®. TD Bank is headquartered in Cherry Hill, N.J. To learn more, visit www.td.com/us. Find TD Bank on Facebook at www.facebook.com/TDBank and on Instagram at www.instagram.com/TDBank_US/.
TD Bank is a subsidiary of The Toronto-Dominion Bank, a top 10 North American bank. The Toronto-Dominion Bank trades on the New York and Toronto stock exchanges under the ticker symbol "TD". To learn more, visit www.td.com/us.
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Media Contact
PJ Brovak
Sr. Corporate Communications Manager, TD Bank
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