Navigating Parenthood
This report explores how expecting and new parents navigate one of life’s most transformative periods—juggling day-to-day demands and big-picture hopes for their children’s future. By examining diverse family structures, we reveal that parenthood is far from uniform. Whether single, co-parenting, blended, LGBTQ+, or multi-generational, each family aces unique emotional and financial pressures. What unites them is a shared desire for long-term security.
Our multidisciplinary research—spanning interviews with families, literature reviews, stakeholder mapping, and solution concepts—highlights several key insights.
- Early-stage parenthood is a pivotal window for long-term thinking: despite overwhelming short-term demands, many parents are newly motivated to secure their child’s future but often lack trustworthy guidance and tailored financial tools.
- A supportive ecosystem is crucial: coordinated efforts by policymakers, the financial sector, workplaces, health services, and creative industries can transform parental stress into opportunities for sustained empowerment.
- Financial well-being is more than numbers: it directly impacts mental health, familial relationships, and the ability to make meaningful choices.
We propose two solution concepts, Bloom and Blossom, illustrating how user-centred design can address both practical and emotional needs. From financial planning tools to interactive conversation starters, these ideas demonstrate how financial stability and well-being are inextricably linked. Additionally, we introduce a Boost Fund, a child-centred, safe investment product model for banks or insurers that champions future-focused, community-driven investing.
The report is organised into sections covering research foundations, real-world parental experiences, solution prototypes, and recommendations. Our goal is to spark discussions and inspire collaboration toward a more parent-friendly future. We aim to inspire the professional community by sharing human-centred research insights and design ideas that can be applied broadly by financial institutions, policymakers, educators, healthcare providers, employers, civil society organisations, and creative processionals to benefit families and society as a whole.
