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Financial Goals

What Are the Most Important Financial Goals to Save For?

We took a consumer poll to better understand what financial goals people believe are important. The results spark some questions.

Articles by Alan Norton

By Alan Norton
  |  Published: March 31, 2011

Recently, Betterment’s researchers offered a random sampling poll of consumers to better understand what financial goals people believe are important. We received 3,059 responses to the following question:

What is your most important goal to save for?

  • A comfortable retirement
  • A new home
  • An emergency (rainy day fund)
  • A perfect wedding
  • A college fund for my child
  • A major purchase not listed here

Take a quick look at the results.

Out of 6 possible options, the only goal that received less than 10% of responses was saving for the perfect wedding.

The survey has a clear message: it tells us that, while traditionally the investment industry has been heavily geared towards helping people save for retirement, people clearly have many goals along the way before reaching retirement.

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