US college students experience intense financial pressures—how can banks help?

The findings: A recent survey by WalletHub revealed just how scared US college students are about their financial decisions and futures.

• A large majority (81%) of students say college tuition is excessive and out of control.
• Around 1 in 4 feel their tuition wasn’t worth the investment.
• Almost half worry they won’t find a job after college.
• 65% say their colleges aren’t helping them learn how to manage their finances.
• And almost half have felt pressured by their classmates to overspend.

But they do want to find a job after college. Despite being a very “online” generation, 81% would give up social media if it helped them land employment.

What this means for banks: With nearly half of students fearing unemployment and overwhelmed by debt, banks can develop and market tools to ease that anxiety, such as student-focused budgeting app features, personalized loan guidance, or job-preparation resources.

Plus, students’ fears may be further exacerbated by ongoing economic turmoil spurred by trade wars and rising prices, which likely won’t cool down anytime soon. And as a recent survey has shown, banks’ proactive, empathetic service and advice improve customer satisfaction and loyalty, even when such economic threats are present.