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The article examines the problem of low involvement of student youth in using online services for saving and investing. Based on the author's empirical research (a survey of 276 first-year students of an agricultural university, supplemented by focus groups), it was revealed that only 13.0% of respondents actively use such tools, while 45.7% declare their intention to start, and 41.3% show no interest. The main constraining factors are: limited income, lack of planning habits, the cognitive schema "not my level", and low institutional trust (only 10.1% trust investment platforms). The gap between the abstract recognition of the usefulness of digital technologies for agribusiness and the lack of specific knowledge about state support programs is discussed. Measures are proposed to form a starting investment culture through the introduction of stock trading simulators, micro-investment products with an entry threshold from 100 rubles, and the integration of financial modules into professional education.
saving behavior, investment strategies, student youth, online services, financial planning, behavioral barriers, digital financial literacy
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