102 Million Caregivers Find Banks Fail to Deliver
True Link’s 2025 study of financial caregivers1, released today, found striking insights for banks and credit unions:
True Link and Huntington Bank Set New Standard in Family Banking
Helping a loved one manage their money is one of the most common and overlooked financial challenges in banking today. More than 100 million Americans help an aging parent, support a family member with a disability, guide a teen, or assist someone in recovery.1 Yet few banks and credit unions offer tools to meet these often challenging, daily needs – even though 86% of Americans who manage someone else’s finances say it would be helpful if their financial institution could provide tools and resources to help, according to recent research commissioned by The Huntington National Bank (Huntington) and conducted online by The Harris Poll.
True Link, Newly a Forbes Fintech 50 Company, Challenges Financial Services Firms to Build More Services for the Aging and Their Caregivers
True Link was recognized as one of the 50 hottest companies in fintech by Forbes last week, joining a small group of leading financial technology companies that are at the forefront of consumer financial innovation. The company supports people with memory loss, special needs, addiction, and mental health challenges, as well as kids and teens. Its card and investment services[1] are used by over 160,000 Americans and their family and professional caregivers.
