Managing money is stressful for a lot of people. Fifty-five percent of neighbors say handling their finances feels overwhelming, yet they aren't sitting on the sidelines. Our latest insights report on financial advising and investing shows a Nextdoor audience that is actively steering its financial future: setting goals, hiring advisors, switching when something doesn't fit, and increasingly managing money through automated tools.
These findings come from a survey of 1,000 U.S. adults fielded in July 2026, paired with a year of conversation data from the Nextdoor platform. Together they point to an audience worth paying attention to if you sell financial products or services.
Sixty-two percent of neighbors on Nextdoor are the primary financial decision-maker in their household, a rate 22% higher than the general population. Ninety percent have at least one financial goal they're actively working toward, most commonly saving for retirement (55%) or reaching financial independence (48%). Growing an investment portfolio and paying off a mortgage round out the list.
That mix of authority and long-term thinking makes neighbors an efficient audience to reach. Every impression lands with someone who has the power to act, and the goals they're chasing point toward long-horizon investing rather than short-term spending.
They're also in motion. Thirty-seven percent of neighbors currently work with a financial advisor, a rate 23% higher than the general population. Fifty-eight percent say they're likely to hire or switch to a new advisor in the next year, a rate 32% higher than the general population. Two life events raise the odds sharply: having a child under 18 increases the likelihood of seeking a new advisor by 112%, and starting a new job increases it by 86%.
Word of mouth beats search when neighbors look for a financial advisor. Referrals from family or friends account for 22% of how neighbors found their current advisor. Referrals from another professional make up another 19%, and online search trails behind at 18%.
Nextdoor sits right in the middle of that referral economy. Seventy-two percent of neighbors have engaged with financial products, services, or advisors on Nextdoor in the past six months, and neighbors are 40% more likely to trust a fellow neighbor than an influencer on financial decisions. Financial advising conversation on the platform grew 26% year over year, and the largest share of that conversation is neighbors actively recommending advisors or asking each other for referrals.
When neighbors do go looking for a new advisor, relevant expertise matters more than anything else. Seventy-one percent call it very important, ahead of firm reputation and cost, which tie at 66%. That's an opening for smaller or specialized firms that can't compete on brand recognition alone.
Bank apps still dominate day-to-day money management, used by 61% of neighbors, but 74% say they're open to an app that brings all their financial accounts into one place. That gap between current behavior and stated openness is where fintech and banking brands have room to move.
Investing tells a similar story of independence. Eighty-seven percent of neighbors have investments, and most are steering their own decisions: 38% invest independently, 24% consult an advisor, and 18% hand the decisions to an advisor entirely. More than half of investing neighbors (54%) use automated platforms like SoFi Invest and Acorns, a rate 38% higher than the general population. The market itself is shaping behavior too: 57% of neighbors adjusted their investment strategy over the past year in response to the economic environment, most often by increasing savings or diversifying.
A few clear directions for marketers fall out of this data. Messaging should balance proof of growth with a reassuring tone, since neighbors are motivated by both building wealth and easing financial stress. Wealth management brands have room to lean into holistic peace of mind. Fintech apps should center account consolidation. Brokerages should speak to the self-directed control neighbors already value. Across the category, the advisors who win are the ones who lead with expertise, convenience, and transparent fees rather than competing on brand name alone.
Want to explore the complete findings? This summary highlights key insights from our research, but there's much more to discover. For the full report with detailed data, additional audience segments, and strategic recommendations for your campaigns, reach out to Jacob Chavis, Customer Analytics & Insights Manager, at jchavis@nextdoor.com. Our team can help you apply these insights to reach high-intent neighbors at the moments that matter most.