Indonesia has the world’s third-largest youth population of 15–25-year-olds. Estimated at around 43 million, these youths represent 17% of the national population. Over the past few decades, the country has made phenomenal progress in achieving full literacy. Although this is encouraging, we must also consider the worrisome fact that the unemployment rate for this cohort of the population is 19%, with a slightly higher percentage in the case of women in this age-group. Furthermore, Indonesia is among countries with the lowest average marriage age across the globe, at 19.7 years, while the median age for expectant mothers is just 23 years. These factors bring enormous responsibilities at an age where the journey to financial independence has just begun. This paper understands the demand for financial products among young women in Central Java.