Santander US Finds Middle-Income Americans Optimistic about Finances, See Benefits of AI for Car Buying and Managing Finances
MWN-AI** Summary
Santander Holdings USA recently released findings from its Q4 2025 "Paths to Financial Prosperity" survey, highlighting a notable sense of resilience among middle-income Americans despite persistent inflation pressures. Confidence in achieving financial prosperity has reached a three-year high, with 79% of respondents feeling optimistic about their economic trajectory. This positive sentiment is bolstered by job security and enhanced capacity to manage rising costs.
A significant trend emerging from the survey is the heightened interest in artificial intelligence (AI) as a beneficial tool for financial management and car buying. Initially, 90% of respondents recognized the potential of AI to foster financial prosperity, and 60% anticipate its assistance within the next year. Middle-income consumers are particularly enthusiastic about AI's role in budgeting, investment decisions, and skill development.
The survey underscores a robust demand for vehicles, particularly in the used car market. Given that a substantial portion of middle-income households depend on vehicles for employment, buying activity remains strong heading into 2026. About 84% of recent car buyers and 81% of prospective buyers have considered used vehicles, highlighting a shift towards cost-effective options amidst rising prices.
Moreover, AI is reshaping the car-buying experience, with nearly 50% of online car shoppers utilizing AI tools for financing understanding. The report indicates that younger generations exhibit a higher comfort level in employing AI solutions during their purchasing journey.
In the realm of savings, confidence is leading to increased engagement with higher-yield financial products. Half of the respondents have adapted their strategies to benefit from elevated interest rates, with many reporting savings rates of 3% or more. Overall, these findings reflect a resilient outlook among middle-income Americans as they navigate economic challenges proactively.
MWN-AI** Analysis
The latest Santander US study highlights a notable optimism among middle-income Americans regarding their financial futures, primarily spurred by advancements in technology such as artificial intelligence (AI) in the car-buying and financial management processes. As consumers grapple with persistent inflation, a significant 79% report confidence in their financial progression, with many feeling secure in their employment and adept at managing rising costs.
For investors and businesses, the implications are clear: there is a burgeoning disconnect between economic pressures and consumer sentiment. The auto industry, in particular, showcases this resilience, with heightened demand for both new and used vehicles. Nearly 84% of recent buyers considered used cars, reflecting a shift toward cost-conscious spending. This trend is likely to continue into 2026 as consumers prioritize vehicle access for mobility and employment.
The role of AI cannot be overstated in this evolving landscape. Nearly half of the surveyed individuals utilized AI when exploring car financing options, suggesting a shift toward tech-assisted purchasing decisions. This trend indicates a need for businesses to enhance their digital platforms to integrate AI capabilities, providing users with personalized financial insights and streamlined processes.
Moreover, the increasing engagement of middle-income Americans with high-yield savings accounts presents additional opportunities. Half of the respondents have taken steps to benefit from higher interest rates, revealing a readiness to make more informed financial decisions. Financial institutions should capitalize on this momentum by offering targeted financial products that cater to this demographic's newfound confidence and emphasis on maximizing savings.
In summary, the current economic climate, coupled with technological advancements, creates ripe opportunities for businesses to meet the evolving needs of middle-income consumers while leveraging AI to enhance the overall financial experience. Investors should consider companies that adapt to these consumer preferences to align with market trends.
**MWN-AI Summary and Analysis is based on asking OpenAI to summarize and analyze this news release.
- Middle-income households continue to display resiliency, as confidence remains at a three-year high despite ongoing price pressures.
- AI is seen as supporting middle-income Americans’ pursuit of financial prosperity.
- Auto demand remains elevated, as consumers prioritize vehicle access.
- Interest in used cars is taking hold among prospective car buyers.
Santander Holdings USA, Inc. (“Santander US”) today announced findings from the latest Santander US Paths to Financial Prosperity study showing middle-income Americans’ continued resilience and optimism, even as inflation concerns persist. Results from the Q4 2025 survey show that consumers’ confidence in achieving financial prosperity remains at a three-year high, with 79% believing they are on the right track. This is further supported by households indicating that they feel secure in their jobs and are better able to manage prices.
This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260129592572/en/
The survey also found 9 in 10 households see opportunities for artificial intelligence (AI) to help them achieve financial prosperity and 60% say it will help them within the next year. Specifically, these consumers say AI can help them learn new skills, budget and manage their money more effectively, and make better investment decisions.
The Q4 Santander US study, which builds upon 11 quarters of research, looks at middle-income Americans’ current financial state and outlook for the next 12 months. It examines how economic conditions and other trends are impacting these households and the adjustments they are making in response, including their vehicle, banking, and housing needs.
Auto Demand Remains Strong as Consumers Prioritize Mobility
Consumer demand is being driven by the important role vehicle access plays in enabling mobility, employment, and economic opportunity. As four in five middle-income Americans rely on a vehicle to get to work, car buying activity remains elevated heading into 2026. Used vehicles continue to gain traction among cost-conscious shoppers. 84% of recent car buyers and 81% of prospective buyers considered or are considering a used vehicle, with two-thirds of prospective buyers saying they are likely to purchase used.
“After several years of pent-up demand, car-buying activity accelerated in 2025,” said Betty Jotanovic, President of Auto Relationships at Santander Consumer USA, the Auto business of Santander US. “Momentum continued in Q4, when auto dealership visits rose by 8 percentage points and test drives rose by 7 percentage points. These datapoints underscore how purchase consideration is translating into tangible action.”
AI Reshapes the Car-Buying Experience
AI is increasingly influencing how Americans shop for and finance vehicles. Nearly half (49%) of middle-income consumers who shopped for cars online used AI to help understand auto financing options, and four in five prospective buyers say they would be comfortable exploring auto financing with AI assistance. From comparing models and pricing to understanding loan terms, AI is emerging as a trusted resource at critical decision points in the car-buying journey, particularly for younger generations who report higher comfort and optimism using AI-enabled tools.
Middle-Income Americans Continue to Unlock Higher Yields on Savings
As consumers grow more confident in their financial footing, more are taking advantage of higher-yield savings opportunities. After three years of elevated interest rates, half of middle-income Americans have now taken action to benefit from higher yields, marking a new high in the survey’s history. More than half of middle-income households who know their savings rate report earning 3% or more on their primary savings account, reflecting increased engagement with financial products that help their money work harder. While there is progress, the findings suggest more consumers could still benefit.
Methodology
This research on financial prosperity, conducted by Morning Consult on behalf of Santander US, surveyed 2,178 Americans who are bank and/or financial services customers, ages 18-76. Survey participants are employed or looking for work, own/use at least one financial product, and are the primary or shared decision-maker on household finances with household income in the “middle-income” range of ~$53,000 to $161,000. This Q4 study was conducted December 11-14, 2025. The interviews were conducted online, and the margin of error is +/- 2 percentage points for the total audience at a 95% confidence level. Percentages may not total 100 due to rounding. The data was weighted to target population proportions for a representative sample based on age, gender, ethnicity, region, and education.
The full report and more information about the Santander US survey is available HERE .
Santander Holdings USA, Inc. (SHUSA) is a wholly-owned subsidiary of Madrid-based Banco Santander, S.A. (NYSE: SAN) (Santander), recognized as one of the world’s most admired companies by Fortune Magazine in 2025, with approximately 178 million customers in the U.S., Europe and Latin America. As the intermediate holding company for Santander’s U.S. businesses, SHUSA is the parent company of financial companies with more than 11,300 employees, 4.5 million customers, and assets of $165 billion in the fiscal year ended 2024. These include Santander Bank, N.A., Santander Consumer USA Holdings Inc., Banco Santander International, Santander Securities LLC, Santander US Capital Markets LLC and several other subsidiaries. Santander US is recognized as a top 10 auto lender as well as a top 10 multifamily bank lender and servicer and has a growing wealth management business. For more information about Santander US, please visit www.santanderus.com .
View source version on businesswire.com: https://www.businesswire.com/news/home/20260129592572/en/
Andrew Simonelli
mediarelations@santander.us
FAQ**
How might the findings from the Santander US Paths to Financial Prosperity study, particularly regarding middle-income households and their confidence, influence investor sentiment toward Banco Santander S.A. Sponsored ADR SAN?
What impact do you expect AI's role in helping middle-income Americans make better investment decisions will have on Banco Santander S.A. Sponsored ADR SAN's financial services offerings?
Given the strong demand for used vehicles among middle-income Americans, what strategic moves should Banco Santander S.A. Sponsored ADR SAN consider to capitalize on this trend in auto financing?
How can Banco Santander S.A. Sponsored ADR SAN leverage the increasing engagement of middle-income Americans with higher-yield savings opportunities to enhance its banking product offerings and attract more customers?
**MWN-AI FAQ is based on asking OpenAI questions about Banco Santander S.A. Sponsored ADR (NYSE: SAN).
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