From Loan Challenges to Student Games: How Financial Literacy Is Getting a Boost

April is the 22nd anniversary of National Financial Literacy Month, a time to promote both financial education and equality. It began as a modest effort and evolved into a national awareness movement. In fact, the U.S. government recognized it officially in 2004.

Every year, Financial Literacy Month serves to highlight the essential significance of money, including budgeting, saving, the use of credit, and the elimination of debt. These are not only necessities of financial accomplishment but of everyday survival, especially when the economy is in a pinch.

In 2025, the stakes seem particularly high. Inflation continues to linger, household debt exceeds $17.5 trillion, and millions of Americans continue to live paycheck to paycheck. Subprime consumers struggle more in the face of high-interest debt products while trying to balance financial commitments.

This is why the wave of corporate and not-for-profit engagement in Financial Literacy Month this year is so significant. By keeping education at the forefront, these organizations are addressing a vacuum left by conventional school coursework and restricted public funding.

A diverse array of organizations, ranging from subprime lenders and nonprofits to major corporations, are launching innovative plans to boost financial literacy in 2025. Here are some leading players this year.

Advance America’s “Advance Your Finances” Challenge

Advance America rolled out a three-month promotion, including financial literacy exercises and 24 chances to win $500 in prizes to promote financial literacy in 2025. It challenges consumers to accomplish a variety of simple but significant money tasks, including checking credit scores or creating a simple budget.

Participants can enter into a cash prize competition and become empowered via useful tools to decrease dependence on high-interest debt. This effort mirrors a new wave in the subprime market — education as customer support.

Intuit’s “Hour of Finance” Challenge

Intuit’s second “Hour of Finance” Challenge invites students to dedicate one hour of financial learning in April. Middle and high school students play along in the interactive learning program “Intuit Prosperity Quest,” which teaches money management using real-life situations.

⁠“We are committed to helping the next generation to graduate financially literate, capable, and confident,” said Dave Zasada, Vice President of Education and Corporate Responsibility at Intuit.

The program is one of several efforts the company is undertaking to prepare the next generation of young people for financial responsibility. In 2024, thousands of students took part and the participation is set to increase even more this year.

Money Fit’s Educational Programs

Money Fit helps financial literacy through programs such as “My Life My Choices,” which deliver real-world money simulations to students.

Its web-based resources — particularly those available to underserved populations — are budget templates, calculators, and credit guides that assist individuals in transitioning out of survival mode toward increased financial security.

Financial literacy correlates to increased savings levels, reduced high-interest debt, and improved money management decisions. People who score highly on the FINRA Foundation’s index of financial literacy are more likely to have emergency funds and are not as likely to have high-interest charges on their credit cards.

Educating subprime consumers about money management, APRs, and a positive credit history can mean the difference between cycles of debt and financial advancements. 

As Laura McCutcheon, Vice President of Marketing at Advance America, put it, “Financial literacy is about more than knowing basic money concepts — it’s having the confidence to make smart decisions that support your financial goals.”