What is money parenting?

Are you a nurturer? Here's what you need to know.

Nurturers are likely to say “Teaching my child about finances is important, and it takes both spouses to make it happen.” What else are they likely to think or do?

What kind of money parent are you? Take our 2-min quiz to find out.

Commissioned by Eastspring Investments, the Asia Money Parenting survey was conducted among 10,000 parents across 9 Asian countries to find out how parents across the region engage their children about money matters. It revealed 5 money parenting personas that differed based on: the extent of parents’ involvement, the importance parents placed on money parenting, and the level of the parents’ financial knowledge.

Nurturers believe that teaching a child about money is a very important responsibility of being a parent. In fact, no other parent persona values the importance of money parenting more highly.


Nurturers are convinced that providing guidance and clear advice is vital and that it is important to teach their child proper values relating to money, like understanding the difference between a want and a need.

How they teach about money matters

Nurturers are very disciplined with their own finances, and have clear financial goals. They plan carefully, stick to a budget, and exercise great control over their spending. Nurturers pride themselves on their frugality and self-control.

They try to instill this same discipline and financial philosophy in their child. One way they do this is by providing their child with a money box to encourage savings. Nurturers are more likely to do this than other parent personas across Asia.


Nurturers actively guide their child’s spending habits to impart their own strong financial discipline and knowledge. They are happy to let their child learn through everyday experiences, but they are adamant that clear guidance is important if they are to learn how to save, budget, and grow money correctly.

Nurturers work as a team, because they believe that is what parenting is all about.

They believe that consistent, clear guidance is only possible if parents liaise closely and ensure they provide the same quality advice to their child. Nurturers are the most likely to say, “Parental teamwork is the most important part of teaching a child about money management”.


Their money parenting goals

Nurturers do whatever they can to ensure that their child develops a sophisticated knowledge of money management and learns how to grow money. They strive to give the child the best possible start in life.

To help them, Nurturers maximise their child’s income and build a family ‘nest egg’. Nurturers are more likely than most other parents to own an investment property, stocks for their child, and have a Life Insurance policy — in addition to their own home, savings accounts, mutual funds and bonds.

Yes, Nurturers are financially savvy, and they want their child to be the same!

The children of Nurturers are also more likely to get money from many other sources: parents, family, and from investments made for them by their parents.

Maybe this is why the children of Nurturers are a little less likely to earn money by doing a part-time job compared to other children.

Their money parenting success

After all this effort, do Nurturers think that they have done a good job of money parenting? Has their child learned and benefitted in the way that they had hoped?

Half of Nurturers think that they have done a good job. The other half think that they have done the best they could, but are not sure if it was good enough.

Most Nurturers believe their child already saves most of their money and spends a little, so they feel satisfied that their money parenting efforts are already paying off.

How well they know money

Parents who are Nurturers believe they have the financial knowledge and skills to be effective teachers. They rate their own financial skills much more highly than most parents.


They are therefore not overly interested in gaining more financial knowledge, but they do want more reassurance about their money parenting teaching techniques.

Nurturers really want to know what the most successful techniques are to teach a child money management.

They want to know what other parents are doing, and they would like TV programmes or apps that can assist their child and improve their knowledge and money handling skills. They also want to know if there are enrichment programmes for their child or workshops that they can all attend.

Money parenting is a serious matter for Nurturers.

If you are a Nurturer who is curious about how other parents are money parenting, check out our #MoneyParenting site or subscribe to our newsletter to stay updated with our latest content.

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