- 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.
BOSTON–(BUSINESS WIRE)–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.
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.
Contacts
Andrew Simonelli
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