Lincoln Financial Finds 84% of Americans Actively Addressing Financial Stress — Lincoln National Corporation (Lincoln Financial Group)

Event summary

84% of Americans surveyed by Lincoln Financial are motivated or have begun taking action to improve their financial wellbeing.
65% of stressed individuals report negative impacts on their ability to manage finances, creating a 'financial stress loop'.
Lincoln's 'The Action Plan' campaign encourages holistic retirement planning focused on personal experiences rather than just savings.
Clients of financial professionals are less likely to see finances as a primary stressor (44%) compared to the general population (54%).
Research based on surveys of over 1,000 US adults conducted in January and April 2026.

The big picture

Lincoln Financial's research highlights a growing consumer demand for practical financial guidance that extends beyond traditional retirement planning. This aligns with broader industry trends toward personalized financial services and holistic wellbeing approaches. With $366 billion in end-of-period account balances as of June 2026, Lincoln is positioning itself to capitalize on this shift by offering tools and resources that connect financial planning to life experiences.

What we're watching

Campaign Effectiveness: Whether Lincoln's 'The Action Plan' can successfully convert financial stress awareness into sustained planning action among consumers.
Market Differentiation: How Lincoln's focus on experiential retirement planning will position it against competitors in the retirement services space.
Consumer Behavior Shift: The pace at which Americans transition from financial stress awareness to proactive financial management.