Gen Alpha – The Next Money Masters

By Adam Wilson, Insight Director at Beano Brain. 

In a world where even pocket money has gone digital, Gen Alpha is rewriting the rules of spending – and saving – sometimes before they’re even old enough to open a bank account. 

Whether they’re amongst the 45%* of girls splurging on TikTok Shop hauls (or other online retailers) or they’re saving for the next big video game release, today’s tweens are navigating a financial world that’s part virtual mall, part in-game marketplace, and hugely online. 

“I have been on the TikTok Shop and bought so many things – I think about 27 items! It’s so good and cheap, and I think I only spent about £20. It’s right next to Following and For You, and then you click Shop – lots of small TikTok companies. It’s like a mix of Temu and Amazon.” – Girl, 12, UK 

“I’m still saving up for the new EA Sports FC 25 game – I’m nearly there, just £9 short now. My grandad gave me £25 so that helped.” – Boy, 10, UK 

From traditional piggy banks to virtual wallets, this generation isn’t just spending differently – they’re thinking differently about money altogether. 

From Piggy Banks to Tap-and-Go 

Gen Alpha is discovering what they want to buy on platforms like Amazon, Shein, and Temu – but they’re also learning how to stretch their budgets. Think bulk accessories, cheap-and-cheerful outfits, and that sweet dopamine hit of tracking a parcel. And when it comes time to pay? Physical coins are out. In are bank cards, payment apps, and even Apple Pay. 

It’s money, but not as their parents knew it. 

The In-Game Economy 

Money isn’t always measured in pounds or dollars anymore. It’s Robux, V-Bucks, and game gems. 39%* of boys have spent their own money on in-game currency. And with currencies often priced in the thousands, the real-world value of that new avatar outfit can be... fuzzy at best. 

Financial Education Rebooted 

If there’s one thing Millennial and Gen X parents agree on, it’s this: they weren’t taught enough about money growing up. But while many schools still present personal finance as a dry math lesson, parents are hunting for better options – apps, videos, and yes, even AI. 

Safety First – Can AI Be a Money Mentor? 

As Gen Alpha’s financial lives go digital, so do the risks. So how to respond? More parental controls, spending caps, and fintech tools built with kid-first design in mind. It’s less about locking things down and more about making sure kids (and their parents) feel in control. 

And imagine a digital assistant that flags dodgy purchases in real time, helps kids build a summer savings goal, or gently nudges them with: 

“Those 50,000 online Bux could’ve been a new game, just saying…” 

With AI, the potential to co-pilot Gen Alpha’s financial literacy journey is huge – and it could be the secret weapon for parents wanting to empower, not restrict. 

The New Financial Frontier 

Gen Alpha isn’t just spending money differently – they’re redefining what money is. Virtual or real, (and 48%* are still shopping on the High Street or at the Mall) spontaneous or saved, their purchases are shaping identity, experiences, and even social lives. As their wallets (and wishlists) evolve, so too must the tools and conversations around money. 

How are you helping the next generation build money confidence in a cashless, click-to-buy world? 

Let’s talk. 

*source: Beano Brain Omnibus