Gen Z employees value the benefits that earned-wage access provides

Earned wage access is emerging as a key tool for employers seeking to attract and retain talent in a competitive job market.

Generation Z is reshaping workplace expectations, and employers who fail to adapt risk losing out on this critical talent pool. Gen Z employees comprise the fastest-growing segment of the global workforce, and prioritise flexibility, financial wellness, and digital-first solutions. For organisations competing to attract and retain this cohort, earned wage access (EWA) is proving to be a compelling part of the answer.

Research consistently shows that Gen Z employees have fundamentally different expectations of their employers than previous generations. A majority of Gen Z workers would like the option of accessing a portion of their earned wages daily, reflecting their experience of an on-demand world where everything from entertainment to banking is available at their fingertips. They expect workplace tools to match the ease and immediacy of consumer apps.

This generation faces unprecedented financial pressures. Nearly half report feeling financially insecure, and more than half are living pay cheque to pay cheque. When basic financial stability is at stake, work-life balance and financial wellness benefits become decisive factors in employment decisions. Research indicates that over three-quarters of Gen Z employees prioritise work-life balance, while a significant majority would consider leaving their current role for one offering better mental health and wellness benefits.

"Gen Z workers have grown up in an on-demand world, and they expect their employment experience to reflect that reality," says Denise Neethling, Head of Marketing at South African EWA provider Paymenow. "Employers who offer flexible access to earned wages are sending a clear signal that they understand and respect the financial pressures their workforce faces. This translates directly into improved engagement, reduced stress, and stronger retention."

The business case for EWA is supported by independent research from impact measurement specialists 60 Decibels. Their 2025 Impact Performance Report, based on interviews with hundreds of Paymenow users in South Africa, reveals compelling evidence of EWA’s value for both employees and employers.

Among Paymenow users, 94% report an improved quality of life, with 59% describing significant improvements. Nearly nine in ten users experience reduced financial stress, and the same proportion report better financial management. Crucially, 90% of users feel more in control of their finances since beginning to use EWA services. These outcomes directly address the financial anxieties that disproportionately affect younger workers.

The service’s financial education modules have proven particularly effective. Among users who accessed these resources, 59% rated them 10 out of 10 for usefulness, with users reporting increased savings awareness, improved spending discipline, and access to financial education for the first time. This combination of immediate wage access and long-term financial capability building represents a powerful employee value proposition.

The research also demonstrates EWA’s reach to those who need it most. Sixty per cent of Paymenow users are female, and more than half are in the bottom 60% of the wealth distribution. More than 60% of users report using their Paymenow withdrawals for work-related expenses, followed by food, emergencies, and utilities. Significantly, 95% of users say they cannot easily find a good alternative to Paymenow, underscoring the service’s unique value.

"The data tells a clear story about what matters to today’s workforce," Neethling continues. "Gen Z employees are strategic and values-driven. They want employers who demonstrate genuine commitment to their financial wellbeing. EWA is a tangible way for organisations to show that commitment while gaining measurable benefits in workforce engagement and retention."

User satisfaction with Paymenow has reached record levels, with the company’s Net Promoter Score climbing to 77, the highest in its history over the past five years. Users consistently cite convenience, quick accessibility, and low costs as key satisfaction drivers. This strong endorsement reflects the service’s alignment with the digital-first, on-demand expectations that define Gen Z’s approach to financial services.

As organisations compete for talent in challenging labour markets, financial wellness benefits such as EWA are becoming essential components of competitive employee value propositions. Gen Z’s expectations represent the future of work, and employers who embrace flexible wage access are positioning themselves to attract, engage, and retain the workforce that will define the next several decades of business success.