‘Baby Steps’ Toward Retirement: Prudential Gives Generation Beta a Savings Kick Start

America has a retirement savings crisis. And no one can agree on a solution, but everyone can agree they should have started saving earlier.

On January 1, 2025, a new generation would be born: Generation Beta. It's a generation that's not only going to live longer than every generation before it, but will spend more time in retirement.

They will need to prepare for it earlier.

Prudential helps Generation Beta start preparing for retirement the day they're born by giving every baby born in the U.S. on January 1, 2025 the first deposit for their retirement savings: $150 the day they're born which could grow into $100,000 by the day they retire.

The Beta Baby Bonus changed decades of retirement planning inertia and proved that Prudential, a

150-year-old company, could live it's mission of helping people live a better life, longer.