Neuroeconomics combines neuroscience, economics and psychology to understand how the brain processes financial information and makes economic decisions. In young Mexican university students between 2018 and 2022, there is a tendency to take more financial risks in situations of uncertainty. This study identifies that emotions, financial intelligence, risks, rewards and cognitive biases influence their decisions. Financial education, supported by neuroeconomics, can significantly improve their saving, investment and financial planning habits, promoting more rational and effective decisions.