The January 2025 report examines the growing mass affluent segment—defined as households with $100,000 to $1 million in financial assets—which now makes up 28% of U.S. households and 25% of total household net worth. Since 2010, this group has expanded over 30% in number and over 50% in real wealth. Their wealth is concentrated in home equity and retirement accounts, with limited non-retirement investments. Credit plays a major financial role, with residential, education, and vehicle loans being dominant. Subsegments differ by age in financial knowledge, risk tolerance, and reliance on digital information when making credit decisions.

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