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Gen Beta will need $1.88M to retire: Prudential gives the new generation a kickstart

Retirement, as we know it today, may become a relic of the past for the new generation – born Jan. 1, 2025 to Dec. 31, 2039, however, Prudential’s new report gives advisors and employers a head’s up – and is offering a bonus to get Gen Beta started.

By Lynn Cavanaugh | January 07, 2025 at 11:30 AM
Credit: Knut/Adobe Stock

Sometimes it takes baby steps to get started on a retirement savings plan, and now Prudential is literally doing just that for newborns. Last week, Prudential joined the world in welcoming the new Generation Beta (babies born Jan. 1, 2025, to Dec. 31, 2039) by commissioning a first-of-its-kind report, Generation Beta: Redefining Life, Longevity, and Retirement, and kickstarting their retirement savings by offering the Beta Baby Bonus.

To celebrate this new generation and encourage a headstart on living a better life, longer, Prudential is offering the Beta Baby Bonus. Parents or guardians of a “Beta baby” born in the United States on Jan. 1, 2025, can apply to receive $150 to put toward saving for their future. This amount, which also commemorates the company’s 150th anniversary in 2025, has the potential to grow to approximately $100,000 by age 70 if invested toward retirement savings.

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