Intuit Inc. has officially launched its second annual Intuit Hour of Finance Challenge, a nationwide initiative aimed at empowering middle and high school students with vital financial literacy skills during Financial Literacy Month this April. This engaging online game, designed around real-world scenarios, will not only enhance students’ understanding of personal finance but also foster healthy competition among schools for state and national recognition.
The Hour of Finance Challenge invites students to dedicate just one hour to learning about money management through intuitive lessons. They will participate in the Intuit Prosperity Quest, an interactive game that emphasizes money management concepts relevant to today’s financial landscape. Schools that take part will have the chance to vie for prizes, including the possibility of being crowned as state or national champions.
Dave Zasada, Vice President of Education and Corporate Responsibility at Intuit, emphasized the significance of this initiative. “We are committed to helping the next generation to graduate financially literate, capable, and confident,” Zasada said. The integration of engaging simulations and games into the curriculum aligns with the company’s mission to provide a comprehensive financial education to students.
Notably, the 2025 Intuit Hour of Finance Challenge kicks off alongside Intuit’s Financial Literacy Forum event hosted in partnership with the LA Clippers at Intuit Dome in Los Angeles on April 1. The event features prominent guests, such as multi-platinum selling artist and entrepreneur Saweetie, as well as former NBA star Lou Williams. The intention is to inspire students through discussions around money management, entrepreneurship, and creating lasting financial security.
Small business owners may find this initiative particularly relevant as it underscores the growing awareness of financial literacy among younger generations. With the onset of real-world simulations driven by established Intuit brands like TurboTax, Credit Karma, and QuickBooks, the program could promote a new generation of financially savvy young adults who might become valuable customers or employees.
Intuit’s recent findings reflect the evolving perceptions of financial success among Gen Z and Millennials, as outlined in the upcoming 2025 Prosperity Index Study. Key insights reveal a shift towards valuing life’s fulfillment over mere monetary gain. For instance, 60% of these young adults prefer a better quality of life than having extra cash in the bank, while 62% prioritize personal time and flexibility, even at the cost of reduced earnings. Furthermore, a substantial 68% seek additional qualifications to advance their careers, indicating a growing emphasis on skills over financial wealth alone.
As businesses seek employees who are adaptable and equipped with essential financial skills, these trends present a dual potential for small business owners. Not only can they connect with a financially literate workforce, but they can also take inspiration from this generation’s entrepreneurial spirit. As financial literacy becomes ingrained in the education system, entrepreneurs may benefit from a more savvy customer base, capable of making informed choices regarding investments and purchases.
However, potential challenges remain for small business owners looking to engage with this demographic. As financial literacy initiatives evolve, entrepreneurs must adapt their marketing and service strategies to meet the expectations of a generation that values transparency, purpose, and holistic living over traditional success metrics.
In the current climate, where over 43% of the younger generation identifies as cautious savers, small businesses should consider how to appeal to this growing segment. Building trust and providing value through educational resources that align with the financial priorities of Gen Z and Millennials could be a critical strategy for sustained success.
For small business owners interested in learning more about Intuit’s Hour of Finance Challenge or exploring ways to support financial literacy in their communities, additional information can be found on Intuit’s education portal at Intuit.com/education and on the Challenge website at intuit.com/houroffinance.
As financial topics become more integrated into educational frameworks, the potential for a financially informed community grows, paving the way for a new chapter in both individual and collective prosperity. For further details on this initiative, you can view the original press release here.
Image Via Intuit
