Santander Holdings USA, Inc., 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.
