Gen Alpha kids are earning money. Here's how parents can help them save and invest

A PwC survey suggests Gen Alpha children (ages 7–14) are managing their own money—and often using it like young entrepreneurs. Kelly Pedersen, a retail leader at PwC, says his 14-year-old daughter keeps thousands of dollars in a digital wallet after earning money from a lemonade stand, online resale and other small jobs. PwC reports 86% of kids in this age group have their own money, and 97% sometimes make independent spending decisions. PwC surveyed 1,004 kids and 1,009 parents between Jan. 29 and Feb. 13, 2026. While parents can use tools like 529/530A accounts, custodial brokerages and apps such as Acorns and Greenlight, experts say kids still need guidance on market risks.