Santander US Finds Middle-Income Americans Optimistic About Finances, See Benefits of AI for Car Buying and Managing Finances

Survey shows consumers' confidence in achieving financial prosperity remains at a three-year high, with 79% believing they are on the right track.

Jan. 29, 2026 at 9:39am

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Santander Holdings USA, Inc. ('Santander US') announced findings from its latest Santander US Paths to Financial Prosperity study, which shows middle-income Americans' continued resilience and optimism, even as inflation concerns persist. The survey found that 9 in 10 households see opportunities for artificial intelligence (AI) to help them achieve financial prosperity, with 60% saying it will help them within the next year. The study also found that consumer demand for vehicles remains strong, driven by the important role vehicle access plays in enabling mobility, employment, and economic opportunity.

Why it matters

The findings from the Santander US survey provide insights into the financial outlook and behaviors of middle-income Americans, a key demographic that plays a significant role in the broader economy. The data highlights how emerging technologies like AI are reshaping consumer experiences, particularly in the car-buying process, and how middle-income households are adapting to economic conditions and leveraging financial products to improve their financial standing.

The details

The Q4 2025 Santander US Paths to Financial Prosperity survey found that 79% of middle-income Americans believe they are on the right track to achieving financial prosperity, a three-year high. Consumers also reported feeling secure in their jobs and better able to manage prices. The survey also found that 9 in 10 households see opportunities for AI to help them achieve financial prosperity, with 60% saying 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 survey also found that consumer demand for vehicles remains strong, with four in five middle-income Americans relying on a vehicle to get to work. Used vehicles continue to gain traction among cost-conscious shoppers, with 84% of recent car buyers and 81% of prospective buyers considering or likely to purchase a used vehicle.

  • The Q4 Santander US study was conducted December 11-14, 2025.
  • Auto dealership visits rose by 8 percentage points and test drives rose by 7 percentage points in Q4 2025.

The players

Santander Holdings USA, Inc. (SHUSA)

A wholly-owned subsidiary of Madrid-based Banco Santander, S.A., recognized as one of the world's most admired companies by Fortune Magazine in 2025, with approximately 178 million customers in the U.S., Europe and Latin America.

Betty Jotanovic

President of Auto Relationships at Santander Consumer USA, the Auto business of Santander US.

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What they’re saying

“After several years of pent-up demand, car-buying activity accelerated in 2025.”

— Betty Jotanovic, President of Auto Relationships at Santander Consumer USA

The takeaway

The Santander US survey findings highlight the resilience and optimism of middle-income Americans, even in the face of economic challenges. The data also underscores the growing role of emerging technologies like AI in shaping consumer experiences, particularly in the car-buying process, and how middle-income households are adapting their financial strategies to improve their financial standing.